Iracema grew up in Brazil and started her career as a design assistant to Alexander Herchcovitch in São Paulo. Parallel to her work in fashion she founded the music band CSS, with whom she did several tours around the world between 2006 and 2008. In 2008 she moved to Paris and graduated at the Institut Français de la Mode. She started working as a textile and print designer, most notably as the head of textile design at Kenzo on its successful revival moment. She founded her studio in 2015 with the intent to explore the nascent possibilities of CG design and Augmented Reality, combining it with her deep knowledge of the fashion market and sensibilities.