Ikiru Riyu

Kon’nichiwa, Hallo, Bonjour, Hello everyone,

We are Margaux and Noury, 2 youngsters with a great passion for fashion! Apart from being a student, Margaux is a professional model and dancer since the age of 10. Noury is a student of psychology. Together, we challenge the beauty standards of the fashion world. Be yourself, be happy, be totally free!

We launched Ikiru Riyu – or simply Ikiru – a new and young fashion brand that wants to bring more diversity into the fashion world. Our goal is to create a place where no one is discriminated based on their appearance. It is not only about feeling good, it is about accepting yourself and your body. About wearing clothes that fit you as a person and that make you feel unique. Striving for #bodypositivity and breaking the beauty standards is where we put our focus as a brand!

One of our beloved Ikiru Riyu Family members cared to share her story, her fight against the beauty standards of the fashion industry. You can read all about Loranes’ struggle here.

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IKIRU RIYU FASHION

Simply live your life your way.

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We  love fashion, but we have a major problem with the so-called beauty ideals of the fashion industry. No need to define beauty. No need to determine what is beautiful.

For example, when Margaux does a modelling job, she is regularly merely judged on her appearance. Sometimes she is even considered too fat, while her body is perfect for a young teenager! As a dancer she is just a little bit more muscular. Nothing wrong with that, though.

Noury on the other hand is fairly skinny by nature. No eating disorder whatsoever. But also natural skinny people often get bad comments.

We noticed that the average fashion brand usually only presents skinny models or plus size models. Tending towards the extremes. At Ikigai, we believe it is essential to break these beauty standards and to present our collection for – as well as by – many different kinds of body type.

Our goal is to create a place where no one is discriminated based on their appearance. It is not only about feeling good, it is about accepting yourself and your body. Wearing clothes that fit you as a person and that make you feel unique. Again, striving for #bodypositivity and breaking the beauty standards is where we put our focus as a brand!

Let the power of self-confidence rule the fashion world!

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