Artica Arbox – it’s all about the wearer.
Artica Arbox – RTW – spring-summer 19 collection
So a new name and another collection? Well firstly the name, it takes its name from the monikers the founder Irene Roth’s young son’s used when pretending to be superhero’
The brand itself started when Roth saw an opportunity to amalgamate street and luxury at an inclusive price level, combining the energy of the former with the craft and heritage of the latter.
After five years of quietly working on her vision for her brand, she serendipitously met with former Yeezy CEO Cristiano Minchio and found they shared many synergies, leading to the eventual realisation of Artica Arbox” Roth explains “I grew up in LA, where personal identification has always been so important.
I love fashion and everything it can stand for, but I came to a point in my life where I suddenly found I couldn’t really identify with many of the current brands.
I was always seeking that elusive middle ground between effortless and sexy, gritty and sensual, edgy and classic“I want people to be able to take the clothes and make them their own rather than have them buying into what I stand for or what my image is,” says Roth.
“I really want people to own the pieces and turn them into a wholly unique look from one day to the next”
So enough from the Press Release, but for once background is important, these are clothes created with a specific purpose and attitude.
They’re not just pieces but fashion pieces specifically created to reflect Irene’s search for clothes which function under her requirements, requirements, may I say, many many other women will recognise.
The collection is modern, streamlined with an ease and a softness in both fabrication and lines which is in contrast to much of the over sexy, micro short, broad shoulder look so offered by somebody designers as “modern”.
This IS modern by it’s grace and when the models descended the staircase prior to taking up their positions they looked so great. A flow of daffodil yellow, a soft suit in lipstick pink, a simple apron dress and so on.
I watch the future for this new brand with interest but also confidence in the belief that Irene Roth may have solved many women’s wardrobe crisis.