The Iconic has relaunched Australian designer label Lover and has revealed its new creative direction.
In this new phase, Lover joins The Iconic exclusively in the designer assortment alongside brands such as Manning Cartell, Camilla and Marc, Christopher Esber, Anna Quan and Bec & Bridge.
Lover was founded in 2001 by Susien Chong and Nic Briand out of Sydney’s Bondi Markets.
The brand quickly gained cult status for its lace wedding dresses and floral prints, counting Alexa Chung, Sophie Lowe and Candice Swanepoel as celebrity fans.
However, in 2017, Lover entered administration, with SMH reporting that it could not grow to the point it needed to remain viable.
As Ragtrader reported at the time, Lover employed 25 staff and recorded revenue of $5.2 million at the time of its collapse.
Now returning to market for spring/summer 21, Lover boasts a refreshed creative direction that focuses on trend and modernity.
According to The Iconic, the brand's much-loved aesthetic will continue, enhanced by bright colour, bespoke prints, premium fabrications and modern silhouettes to engage a new generation of Lover customers.
The Iconic CEO Erica Berchtold said the addition of the brand was the perfect way for the business to celebrate its 10th anniversary.
"The Iconic is celebrating its 10-year anniversary this year and we’re thrilled to mark this milestone by welcoming iconic Australian designer favourite, Lover, to our suite of exclusive brands.
"We’re humbled to be the new custodians of one of Australia’s most-loved labels that we know has a special place in the hearts and wardrobes of so many of our contemporary fashion customers," she said.
Key select styles from the new collection will also be shoppable via The Iconic's Considered Edit, which allows customers to shop via six sustainability values.