The label Irene Luft is characterized by its stability and consistency, and is defined by words such as "light", "accent" and "high quality". Using this sets up the label from its design, which is inspired by the Art Nouveau and Bauhaus.
The first public a stir Irene air with their designs, which were to be seen in Germany's Next Top Model seasons four and five. In July 2010, she presented her collection for the first time at the Berlin Fashion Week, in the context of the "Designer for Tomorrow" by Peek & Cloppenburg. On 16 October 2010wurde Irene air in the Leipzig Opera Ball, the Innovation Award 2011 in the field of Fashion Design "Gala and hard modes" award.
To the designer: "It is not the fascinating colors of the materials or the extraordinary cut Which makes an outfit unique. It is the perfectly defined proportions, the flawless combination of the cut and craftsmanship Which makes each outfit desirable and unique. The irresistible allure is given with just two factors: reduction and precision ".