All about IRMA

IRMA is the only illustrative lifestyle affine character worldwide, created to optimally represent various women of different demographics.
IRMAs editorial has made her a favourite contributor to many international magazines and established her role as international trend scout, celebrity interviewer and style guru. She provides regularly columns in magazines in the UK (Tattler), Japan (ELLE) and Germany (GLAMOUR) as well as in France and the US.
IRMAs image has been used in high-profile advertising campaigns by leading brands such as De Beers, L'Oréal, Louis Vuitton, Procter & Gamble, Shiseido and myTheresa as well as the cream of high fashion labels including Chloé, Givenchy and Prada. Esteemed French fashion house Céline has already produced a range of IRMA T-shirts and accessories.
IRMA is the brainchild and alter ego of successful artist, fashion consultant and publisher Jasmin Khezri.

Under the name IRMA curated discoveries are illustrated, written about and published. To have a place to share this treasures IRMASWORLD® has been created.

(To get a better understanding of IRMASWORLD® please have a look at this short TV report from Deutsche Welle in Berlin.

Jasmin Khezri, creator of IRMA and founder of IRMASWORLD®:

“When I had the idea of creating an iconic illustrative character, I did not have to think twice: IRMA will be her name. 
My grandmother, Irma, was an inspirational force in my life. She encapsulated and brought to live the virtues of a strong, independent, and cosmopolitan modern woman - always ahead of her generation.
Above all, she was full of love and had a desire to learn and explore, fuelled by curiosity and open-mindedness. After her husband Carl Vilz, a sculptor, was declared missed in World War II, she decided not to marry again and devote herself to family, travel, books and her work as a buyer for women`s wear in a Fashion Departmentstore which in the 50ies was an unusual profession to chose. But everything she did, she did with authentic style. Every piece of furniture, cloth, artwork, travel or food was joyfully selected with care. And as diverse as everything may have been, all formed one authentic unity. Because she was no follower and her style was authentic, she impressed. 
Her good genes empowered her to live a healthy and active life until she died in her sleep at the age of 92. IRMA was born.”

Guest Editors

Daniela Agnelli, fashion director, London

  • Daniela Agnelli is the fashion director of ST Fashion and Telegraph Magazine. She grew up in Milan, Italy, and had a love of all things fashion from an early age. She moved to London 14 years ago and worked for publications in the UK and the US, including Marie Claire, InStyle and Harper’s Bazaar. She is dedicated to developing new projects and ideas for herself and the Telegraph, where she has worked for the past five years. After fashion, her passions include travelling, golf, yoga and Pilates.


Mila Jouravleva, nutritionist, New York

  • After graduating from Moscow State University in 1986 Mila Jouravleva moved to Paris to work as a model with Femme and Whilhelmina agencies. In 1991 she moved to the US to work for Ford Agency and then for Elite. In 1994 Mila was offered a job at Miramax Films as International Distributor. She became VP of International Sales and Distribution and worked there until 2000. After she left Miramax she formed her own production company named Galeforce and produced two independent movies. While doing this she ran herself to the ground and was suffering from poor health and exhaustion. That's when she met Dr. Oz Garcia in 2001 and became his client for nutrition and well-being. As her health and her life slowly started to change, she discovered her passion for alternative medicine and nutrition. She has since taken many educational courses and in 2005 became partner of Oz Garcia. In 2011 Mila started her own company, M3 Product, that works in synergy with Oz Garcia in international markets.


Mariam Schaghaghi, film critic, Hamburg

  • Film journalist Mariam loves to be invited into other people’s thoughts. Her devices: speaking six languages, a passion for culture and arts paired with a lot of empathy and interest. After having earned a double degree at the famous Sorbonne University, Mariam chose to write for magazines such as Vogue, Glamour and IN Style. Based in Hamburg, Germany, she has traveled along the international film festival circuit for years: Berlin, Cannes, Venice, Toronto – that’s her minimum. But she might add Zurich, London, Marrakech and Dubai or others.


Christina Vacirca, make-up artist, Berlin

  • The M•A•C Senior Makeup Artist lives and works in Berlin (“the city of my life!”), transforming the faces of celebrities from Christina Aguilera and Kanye West to Snoop Dogg. Christina’s artistic influences are multi-faceted and she is keen on finding inspiration in urban settings. Christina has a great deal of experience working backstage at Fashion Week, with a list of credits that includes Roberto Cavalli, Marni, Dsquared2, Blumarine, Vivienne Westwood and Chloé. Christina’s advertising and event credits include the MTV European Music Awards, MTV Designerama, Echo awards, Live Aid, M•A•C Pro Tour Germany and her work is frequently seen in top magazines from Vogue to Vanity Fair. Christina’s attitude toward style and life is energetic: “Be creative, stay modern and never stand still – always stay hungry and passionate.”


Yasmin Heinz, make-up artist, London

  • The global pioneers in the beauty and fashion industries revere make-up artist Yasmin Heinz. The creative spirit of London, the place she calls home, inspires her unique sensibility. Yasmin has collaborated on the international stage with ADIDAS, Alexander McQueen, Aveda, Azzedine Alaia, Chanel, Comme des Garcons, Dior, Jean Paul Gaultier, Kaviar Gauche, Kenzo, Michalsky, Sonia Rykiel, Thiery Mugler, Victor & Rolf, Victoria’s Secret and Vivienne Westwood, to name a few.

    For IRMA she created four unique make-up looks for which she got inspired by the runways shows of the spring/summer 2014 collections. IRMA ist the first illustrative character that Yasmin Heinz creates a special make-up look for.


Caroline Saint Ange

  • Caroline Saint Ange leads a plant-based lifestyle with a focus on whole, unprocessed foods. She loves to prepare healthy meals which she shares with her husband and friends. She studied philosophy in Munich but works as a private tutor in the afternoon and spends her mornings with food shopping, cooking and reading about nutrition and health. Due to chronic inflammation she was forced to change her diet and has now almost healed herself from all symptoms. She strongly believes in the power of healthy food and loves teaching others about it. Caroline has quite an active instagram account:


Leonie Moschner

  • Leonie Moschner is a Senior Specialist in the Post-War and Contemporary Department at Christie’s Auction House in London. After graduating from photography school (Bayerische Staatslehranstalt für Photographie) in Munich, Leonie started her career as a photographer, first living in Madrid and later in Portugal and New York. She joined Thaddaeus Ropacs gallery in Paris in 1998, where she became a Sales Director. She moved on to Phillips de Pury in 2005, where she set up their Paris offices as a Senior Specialist. Leonie then joined Christie’s in December 2011. Leonie specialises in international contemporary art, with a strong passion for post-war art, and has worked closely with artists including Jack Pierson, Alex Katz, Anselm Kiefer and Georg Baselitz. Leonie is working with a number of international collectors to build museum collections. ‘Finding perfect works for clients, helping them to give their collections direction and focus, is what’s best about my job,’ she says.

Marion von Schabrowsky, art historian, Munich

  • Marion von Schabrowsky is a freelance art historian born in Munich. Art and culture have always played an important role in her live. So she wanted to turn a passion into a job and went to Edinburgh to get a Master’s degree in art history. Back in Munich she has been working as a curator, writer, lecturer and co-operation partner for luxury brands, companies, museums such as Haus der Kunst or the famous Lenbachhaus, and galleries. To see more art, she loves to travel and loves it even more to bring people to the very special places and introduce them to hidden art treasures.


Larissa Brachvogel

  • Larissa Brachvogel was born and raised in Munich. Her mother being a flight attendant raised Larissa’s passion for travelling at a very young age and she has since visited countless countries, both with family and friends and by herself. Her most recent travels include pilgrimages through Portugal and Spain, volunteering in Ethiopia for three months and as of next January, she will be continuing her studies in media & communications in Norway.

    Food has always played a very important role for Larissa, she loves to eat healthily and to cook and bake herself. Her recipes are wholesome, nutritious and plant-based and are often inspired by her travels. Larissa shares her recipes, travel stories and life on her newly launched blog and on Instagram. Join her every now and then on IRMASWORLD.COM, where she cooks her latest recipes for IRMA.


Maggy Smiss

  • Maggy Smiss, from Paris, made a name for herself with very selective sets and her ability to “read” her audience. Like so many, her passion for music began at an early age, influenced by luminaries such as Michael Jackson, DJ Mehdi, Martin Solveig, The Beatles…

    She is not only looking good, but she knows what she is doing with excellent technique. Blessed with an innate feel for the rhythm and mood of the audience, her dynamic and eclectic sets allowed her to perform in famous clubs in France and beyond: High Club (Nice), Ninkasi (Lyon), Les Caves (Courchevel), Hotel Martinez (Cannes), Papagayo (Saint Tropez), Aloft (Abu Dhabi), A Club (Festival de Cannes), DKNY (London), Bahamas (Amanyara)... So, are you ready to get up and dance?


Kirsten Scholz

  • As an architect Kirsten focuses on high-class exterior as well as interior design. By doing this she cultivates a holistic approach that aligns all relevant dimensions of any architectural endeavor: layout, functions, materials and the whole interior including light. Her design style is guided by minimalistic design principles enriched with modern and contemporary influences. In 2014 she received two design awards for the design of a high-class eye wear shop. Kirsten has conducted projects in various European countries including France, Sweden, Italy, Austria and Germany. For her work she absorbs multiple influences from art, photography and travels around the world. Kirsten lives with her family in Munich.



IRMA has made a name in the fashion world with her distinct look and extraordinary styling. International firms and high fashion labels have booked her for their web campaigns – Irma’s portfolio features her work across many high-profile campaigns. Voilà!

Packaging, Noxzema, USA
Packaging, AZZARO, Japan
Promotion, Kiehls Cosmetic, Germany
Stationary, teNeues Verlag, Germany
Promotion, Kiehls Cosmetic, Germany
Advertisment, Etam, France
Fashion Illustration, Celine, France
Promotion, Baccarat, France
Promotion, SAMSUNG, Germany
Billboard Advertisment, Noxzema, USA
Packaging, FANCL, Japan
Advertisment, FORD Automobile, France
Advertisment, deBeers, Italy
Promotion, deBeers, Italy
Packaging, FANCL, Japan
Fashion Illustration, Celine, France
Fashion Illustration, Celine, France
Advertisment, Henkel, France
Advertisment, deBeers, italy


Because Irma not only discovers new trends but tries them out herself, she is a highly sought-after trend scout. Her style tips are a frequent feature in international magazines. In Germany, the prominent pocket magazine Glamour has featured her from its very first issue.

GLAMOUR, Germany
Vanity Fair, Italy
MAY ONE Department Store, Japan
BAILA Magazine, Japan
FRAU, Japan
Gala, France
Glamour, Germany
Glamour, Germany
Glamour, Germany
Nippon Vogue, Japan
ISA Magazine, France
Glamour, Germany
Newsstand in Tokyo with IRMA Cover for Brutus Casa, Japan
ELLE, Japan


Without exaggeration IRMA is the embodiment of, modern lifestyle – a timely work of art. Her illustrations frequently grace art exhibitions, such as at ISETAN in Tokyo. Those who love art can purchase her drawings.







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