THE ICONIC - From beginning to the future
- BY: TEREZA BERKEMEIER
- Jan. 2, 2018
THE ICONIC is the Australian online retailer that was launched in 2011, with a technology
platform to provide access to local and international brands with over 45,000
fashion products availiable to consumers, bringing the shopping experience to a market
which stands today unrivalled.
Launching over 200 new products daily, THE ICONIC ensures customers have a selection of some of the best brands and products in season with a first class delivery service.
They are able to provide this service through a 50 strong team with specialists from around the globe who provide cutting edge tech e-commerce solutions. From a small team who met casually to discuss ideas in Surry Hill THE ICONIC now boasts over 400 employees and are are part of the Global Fashion Group (GFG) one of the world’s leaders in online fashion who are known to help other brands enter emerging markets.
Image Source: The Daily Telegraph
Given this background it’s no surprise that THE ICONIC have given Sydney two of the most innovative runway shows. This included Australia’s first beach runway at Bondi Beach in 2016. On 30 November 2017, THE ICONIC staged Australia’s first floating pontoon runway. Though at times challenging for some of the models to hold stride when boats sailed past each one cast brands such as Camilla, Duskii, Seafolly, Jets, sass & bide, RH Swimwear, Stella McCartney swimwear and Roxy with vitality and boldness.
The diversity of models selected to showcase the swimwear, were of varying backgrounds, sizes, heights and ages, THE ICONIC providing greater representation of its clientele in its annual swimwear show. There were one pieces and bikinis of varying textures, the Bralette a very popular addition. Ruffles featured alongside tie up and balconette style tops. For men boardshorts that are also swimwear through brands such as Rocks Push glided down the floating pontoon along with Le Specs frames and boat caps and sun visors.
Image Source: The Iconic
With 2018 summer established with THE ICONIC bringing swimwear fashion staples we all look forward in anticipation for their iconic runway soiree for 2019.