ONE WHO SEES

In a world where mass-produced, fast-fashion companies are making their way onto our social feeds and into the pockets of the GEN-Z, it’s comforting to know that brands such as Iona Smith Scott are wiggling their way into the oversaturated fasdhion market and firmly cementing themselves to the ground. Indeed, a growing number of unique designers such as Iona Smith Scott are making waves by sticking to their social and ECO-friendly values. All while creating products that dismiss fashion’s quick-changing trends and categorised ‘personal’ style and celebrate inclusivity, building a sustainable collection and finding a unique look that makes you feel good.

Since its founding in 2019, Iona Smith Scott - the Barcelona-based intimate clothing label, headed and run entirely by Iona Scott, has developed a loyal following for its illustrious lingerie and adjustable harnesses & accessories. However, Iona doesn’t like to categorise the brand, “It’s flexible, it’s diverse. A lot of unisex pieces. Something a little different.” Iona Smith Scott is anything but one-dimensional. The brand goes beyond inclusivity - it promotes body positivity and self-confidence in its wearers, giving the brand an alluring edge and putting it a cut above the rest.

Moreover, while all her competitors are producing harnesses with leather or synthetic alternatives, Iona’s sourcing of materials is more ethical. “I try to be a bit more eco-conscious: I source ethical and vegan materials to make my products and I consciously reduce waste in production by upcycling fabrics and using dead-stock.”

Granted, being more mindful does make the process slightly more challenging. “It can be difficult to source the materials you want at times. For example, by choosing not to use leather, I’m having to find eco-friendly elastics, which can be inconsistent. Maybe my suppliers have the material in, but if not, there’s little alternative to choose from.” However, with the occasional supply issue, there’s the advantage and comfort of knowing that each product is consciously made and adaptable for every body type.

With that, using elastics and adjustable straps offers online buyers more peace of mind, knowing that the products can be easily tailored to each individual body. The size guide, is just that, a guide.

It’s this adaptability that encapsulates the brand as a whole. Gender fluidity and non-binary fashion play front and centre when creating each garment. “All the pieces are quite flexible for all different kinds of gender. I’ve also recently introduced a ‘With-room’ variant to a few of the bottoms. It doesn’t technically have to be for him, her, or they. If you want it, you like how it looks and you feel good wearing it, it’s yours.” Iona’s approach to categorising style is a breath of fresh air - there is none. With the industry’s determination to designate, tag and label styles, buyers are no longer boxed into a fashion mould pre-determined by someone else. “None of my pieces are confined to a specific person but inclusive to all.” However, with this nonchalant cast of mind, some people struggle when an outfit or brand is non-defined. “People often ask me, ‘is it for me?’ and my question to them is always, ‘do you like it? Do you feel good wearing it?’ and I leave it like that. Nothing has to be defined.”

Iona’s intentions go beyond the limitations set in style and further into the realms of polyamory. A once taboo topic, we have recently seen a movement in gender fluidity in mainstream fashion and culture. So when Iona released her Polyamorous Collection, her mind was to create garments that were adaptable, comfortable and easy-wearing for all. “I guess everyone has different views on polyamory and monogamy and I don’t want to impose any of my own views but let people make up their own minds about the garments.” It’s all about enjoying what you’re wearing, being playful, mixing and matching.

So, when the Dystopia Collection was released in November 2022, Iona wanted to continue this idea of comfort, ease, seductiveness and all-encompassing pieces. However, as the title of the collection implies, inspiration for the looks derives from this concept of the ‘dystopian future’, “but how is that still a phrase in contemporary language? It’s definitely up for discussion: are we now living in this dystopian future?” Take a look at old sci-fi movies from the ’60s, ’70s and ’80s, for instance. Topics seem to centre around AI, automation, the new world order and the demise of our environment as we know it. “They all seem to come true,” Iona points out.

This theme of the dystopian world that we live in now is more apparent in the campaign, ‘One Who Sees’. This idea of voyeurism and the online world we live in, where we are constantly being watched, listened to and turned into data. “The Big Brother, Orwellian dystopia seems so standard to us now. So much so, that we are wholly, unquestionably accepting of it all.”

Still, in saying that, Iona reminds us all of her brand’s mantra: “It’s just playful. A conceptual layer not to be taken too seriously.”