A chic urban style with grunge influences appears to be a style alternative that many women have come to adopt due to the edginess and casual sophistication it can provide. If maintaining this type of style seems like a challenge, analyzing the looks endorsed by the IRO brand for the spring summer 2011 season can be a wise idea due to the fact that this style is essentially the trademark of the well known retailer.

In terms of versatility and style, denim seems to be a trend with an impressive staying power. More than being a simple wardrobe piece, denim has come to represent a lifestyle and designers are doing their best to keep it fresh and exciting with each new season that passes by. Keeping things simple while still creating strong visual cues in the process seems to be the preferred method used by the IRO brand.

The spring summer 2011 IRO collection features the gorgeous supermodel Hannah Holman, who does a spectacular job highlighting the spirit of the brand. The looks are refined and eye catching, being an interesting blend between casual chic attire and more formal styles of clothing. The latest lookbook from the brand covers several denim styles, highlighted in several different ways to suit a multitude style preferences within various age groups. From colored jeans that create a strong impression in a matter of seconds, to acid washes and ripped or patched jeans that might highlight a more rebellious attitude towards style, the possibilities are virtually endless.

Although a significant part of the lookbook is built around pieces in solid colors, the layering technique ensures that interest is being created by bringing different fabric textures and colors together. By pairing tight fitting pieces with loose ones to create proportions and using feminine details to avoid an overly masculine style, the brand manages to put together various mesmerizing style alternatives that can be easily adopted in real life situations by women from all walks of life. Edginess and elegance are no longer a utopian concept thanks to the various ingenious mixing and matching possibilities offered by the brand.

Even though denim pieces are dominant, given the endorsed looks and the main style influences, it is also important to take a closer look at the non-denim based outfits which tend to be unexpectedly feminine. Ruffled skirts day dresses, abstract prints, loose fitting blouses, sequins and even tassels are some of the more discreet influences that break the style monotony that might become evident otherwise. Accessories are mostly seen from a utilitarian perspective as they complete the outfits shown without being overly edgy from a color or style point of view.

All in all, the spring summer 2011 IRO lookbook offers a series of great insights regarding the most important fashion trends from the runways. Created in a simple and intuitive manner, the looks are a veritable source of inspiration for day to day outfits with an edge, being modern, youthful and sophisticated all in one. Glam up your look the unconventional way by adding surprising elements to your casual outfits and you are guaranteed to stand out from the crowd.

Photo courtesy of IRO