Spotlight: Orseund Iris

Pronounced 'Oar-Sund- Eye-Riss' (according to the label's web-shop), the independent women's-wear clothing line based in Brooklyn, New York, is comprised of approximately 10 employees (Orseund Iris Linkedin). So why is this name such a prominent force in Instagram ' it girl' culture , and on the tongues of so many of fashion's elite?

Despite such high demand for their products and the gravitas of commercial success , the label remains true its 'non-seasonal' identity. Within an interview with PAPER magazine, owner of Orseund Iris, Alana Johnson, explains "I love it — it's freeing. The process feels like my own, a tailored approach. Not having to abide by the structure of the fashion industry and how it sets you up to sell, sell, sell. It feels like more of an artistic approach too, to create curated pieces and not be concerned about being in season." .

With Orseund's Iris emphasis on originality, from the meticulous craftsmanship to its small collection sizes, it is fair to say the label is transcending boundaries not only concerning design.

Seen on a plethora of prominent figures including Jorja Smith, Bella Hadid, Khloe Kardashian, Orseund Iris has also become a holy grail name for instagram influencers including Kylie Jenner, and Aimee Song.

The label celebrates femininity with integrity and dignity, as well as intimacy with their audience-which still remains a rare ethos in the industry today- and this sets Orseund Iris apart.

Citing the Orseund Iris 'muse' as the modern woman, Alana aims to accentuate the of the female form through contours of cream and swishes of silk and satin within her designs.

Knitted, cropped tank tops in moss greens, brilliant reds along with black and cream with underwire cupping to frame the breasts are joined by both form-fitting and loose-knitted corsets - almost as a celebration of womanhood. Chunky knit turtleneck crops and Silk crepe evening turtleneck blouses with an exposed back in palettes of midnight blue and ecru are also other offering the label bears. The label also excels in channelling grunge with their 'Le Funk' silk bowling shirts in moss and black.

Another popular item seen embellishing A-listers is their Victorian Corset, seen on the likes of Jorja smith and Bella Hadid (Opposite, either side).

Alana aims for Orseund Iris' designs to serve as a nod to the grandiose and elegance of the 80's,stating the vintage quintessence of the label "Comes from my [Alana's] love for the past. I play dress up often. The feeling I feel when I'm wearing vintage inspires, I try to replicate that feeling with Orseund Iris. Taking on that persona that one does when playing a character."(PAPER magazine)

Alana further asserts her label's unique ethos within a industry where sale units is its focal point, stating "Everything should be sincerely made with a purpose, a meaning. I prefer fewer styles, but oh boy, are they epic. More diversity, but in an authentic, this is who we are kind of way. A diversity statement that says, 'This is what our brand stands for,' rather than, 'Look at us.' "

Its fair to say that this Instagram-it girl label , as affirmed through its cult-following, is one we should continue to look out for.