A demonstration built by Algeria Agency. IBRA does not exist: the label, its collections, its boutiques, its people, its customers, its prices and its reviews are fictional, and no payment is real.
Built by Algeria Agency
Issue 07Spring–Summer 2027
Linen drying in the wind off the bay, velvet embroidered with fetla, abayas that move with the stride: a ready-to-wear house that designs, cuts and sews in Algiers, for the women and men who live here.
Photography: IBRA campaign, Algiers. Model: Yasmine, a fictional character.
Spring–Summer 202734 pieces
The “gate of the sea”: linen drying in the seafront wind, the white of the arcades, a blue that changes by the hour over the bay. A summer wardrobe cut for walking, from the jetty to the office.
Shot at The Kettani seafront and the white arcades above the bay, in morning light
Enter Bab el BahrSpring–Summer 202724 pieces
Stairs that never end, studded doors, the ochre of the walls at four in the afternoon. A men’s wardrobe in heavy cotton and washed linen, cut for the heat and for the city.
Shot at The stairs and old doors of the Casbah, under low late-afternoon sun
Enter CasbahPermanent line26 pieces
Covered, never erased: generous lengths, clean shoulders, drapes that move. Nour is worn all year round and restocked each season in new colours.
Shot at The palm avenues and pools of the Jardin d’Essai in Algiers, in filtered light
Enter NourCapsule16 pieces
The karakou, the blouza, the burnous and the fouta, re-cut for today without losing a single stitch of fetla. A capsule hand-embroidered in our workshop, in small numbered runs.
Shot at The tiled, colonnaded courtyard of an Ottoman-era Casbah palace, in soft overhead light
Enter KarakouRamadan and Eid capsule10 pieces
Ramadan nights, the lanterns, and the first Eid outfit kept folded until morning. Ten pieces for girls and boys aged 4 to 14, made for running as much as for the photograph.
Shot at In front of the neo-Moorish façade of the Grande Poste, at the blue hour
Enter LayaliComing soon10 pieces
Vermilion sunset on sand, the raw concrete of the seventies under a cloudless sky. Ten pieces for women and men, announced before they go on sale.
Shot at The edge of the dunes at sunset, then a monumental raw-concrete esplanade on the heights of Algiers
Enter SahelPieces that left the workshop in the last few days, in the boutiques and online.
DZD 16,900
DZD 12,900
DZD 24,900
DZD 7,900
DZD 9,400
DZD 8,900
DZD 18,900
DZD 4,900
DZD 9,900
DZD 7,500
A magazine you leaf through sideways: every look shot somewhere in the city, every piece shoppable without leaving the story.
Next drop
Opens on Thursday 29 October at 20:00
Ten pieces in cotton gauze and canvas, in the colours of sand and sunset. Announced before they go on sale, opened first to Soie and Brocart members.
2,614 people on the waiting list
Join the waiting list
Live shopping
In the workshop: the Karakou capsule
Hosted by Selma — a fictional character
The short garnet velvet karakou passes through eight pairs of hands and four weeks before it reaches a rail on rue Didouche. We filmed every step.
Try on in store, reserve for 48 hours, collect an online order: every boutique’s stock is visible live.
We design in Algiers, cut in Baba Ali and embroider with workshops in Tlemcen, Blida and Tizi Ouzou. No collection bought off a catalogue, no label sewn onto somebody else’s garment: every IBRA piece has a pattern, a tech pack and the name of the workshop that made it.
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