Nicolas Rohaut

Iro Appoints Nicolas Rohaut as Its First Artistic Director

The Appointment Comes as the French Brand Grows Its Position in the Accessible Luxury Market

French fashion brand Iro has appointed Nicolas Rohaut as its first artistic director, a move aimed at enhancing the brand’s style profile in the competitive accessible luxury market. Rohaut, who has extensive experience with luxury brands such as Paco Rabanne and Dior, will debut his first collection for Iro in June 2026, focusing on the cruise season.

Rohaut, who joined Iro three weeks ago, plans to inject a youthful energy into the brand, which was established in 2005 by brothers Arik and Laurent Bitton and is celebrated for its rock chic aesthetic. His vision includes honing the brand’s signature elements like leather, denim, and cable knits, and introducing new proprietary prints.

Having previously served as the head of design at Lanvin, and with significant experience from his time at Dior and under Julien Dossena at Rabanne, Rohaut is poised to reimagine Iro’s offerings while maintaining a luxury standard focused on meticulous craftsmanship.

Under the ownership of Chinese group Ellassay, which also manages the Chinese rights for several other brands, Iro boasts a strong international presence with about 100 boutiques and over 600 sales points globally. Andouard, with her extensive background in Asian markets and former senior roles at companies like SMCP, is spearheading Iro’s global expansion, particularly focusing on dynamic markets such as Asia and the United States, despite the broader challenges in the accessible luxury sector.

Iro has continued to expand, opening approximately ten new stores last year, primarily in China and South Korea. With plans to consolidate this growth, the brand aims to continue its expansion at a steady pace, particularly in more vibrant markets. In the U.S., Iro is enhancing its operations, having recently taken direct control of its wholesale activities and collaborating with upcycled clothing brand Sami Miro Vintage.