Iutta

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Since its launch in 2013, Iutta has developed a line of leather bags and accessories embroidered with traditional motifs that became a trademark in the fashion industry. The brand has approached every new creation with the same level of commitment to craftsmanship and innovative design that has become synonymous with its vision.

Highlights of the past two years include the ‘Longing to belong’ international campaign, nomination for ‘The Most Promising Romanian Brand’, pop-ups in Galateca Art Gallery and the participation to MICAM Fair in Milano and GDS Trade Exhibition in Dusseldorf, which boosted the company’s profile and contributed to its recognition abroad.

The brand is echoing feelings of longing through the reinterpretation of folklore, replacing the need of identity and authenticity that define the present time. The collections are based on a story which reminds us about our roots and values. Iutta is an extension of a woman who wears it, summarising her believes.

Nicoleta Chirica, founder and designer Iutta, shares insights on the creative direction:

The philosophy is to discover the local cultures and to bring them to life through design into an universal concept, described through emotions and stories. The creative process is inspired by an ancestral heritage, which is reflected into different forms and shapes. In order to reach the clarity of concepts, we are thoroughly researching the symbols and their meanings, which are then linked through their powerful significance.

Our portfolio consists of bags from ‘Longing to belong’, ‘Childhood memories’, ‘Contemporary Longings’, but also leather accessories such as gloves and wallets. The new addition is the collection of urban footwear, which was launched at Dusseldorf, at one of the most prestigious fairs in the industry.

Iutta’s creations are a proof of fine craftsmanship performed in a local studio which creates long-lasting pieces by combining the attention to details with quality. What is more, the leather is carefully selected and the motifs of longing are carefully embroidered.

As a Iutta wearer described us: ‘You make us love the longing, although it implies an absence.’