The Iconic's annual summer show has for the first time, debuted digitally.
Launched online yesterday evening, the show titled Runway Everywhere, embraced the notion that fashion and the feelings it can evoke can be celebrated everywhere.
The show, which is known for its inclusive, body-positive runways, was fronted by TikTok Aussie comedy duo The Inspired Unemployed alongside a diverse cast of leading models including Georgia Fowler, Charlee Fraser, Samantha Harris, Ellie Cole, Rheed McCraken, Thuba Ndibali, Weah Bangura and Nick Youngquest.
Runway Everywhere runs a total of two and a half minutes in length and sees talent walking five unassuming, everyday ‘runways’ including a library, ocean pool, cinema aisle, bus aisle and road.
It features a range of local and international brands including Levi’s P.E. Nation, Kenzo, Levi’s, Ray-Ban, Bec + Bridge, Tussah, Seafolly, Sea Level, Topshop, Bond-Eye Camilla & Marc, AERE, LEO & LIN, Tommy Hilfiger, Calli, Peony, Faithful The Brand, Calli, Tussah, Birkenstock, Naturalizer and more.
Speaking on the show, The Iconic CMO Alexander Meyer said that the show's aim was to celebrate the positive attitude many Australians had when it came to glamming up at home.
"After a challenging year for so many, we really wanted to begin summer with a runway show that was light-hearted and hopeful for the future, and was a celebration of togetherness and self-expression - which is why this year’s show is our most joyous yet.
"The inspiration behind Runway Everywhere, created in consultation with the dynamic duo, Matt and Jack of The Inspired Unemployed, were the wonderful Aussies and Kiwis who continued to dress up this year - even when they had nowhere to go.
"Watching people glam up for ‘bin night’ and adopt ‘couch couture’ brought us all smiles during a disrupted winter; these moments spoke to the power of fashion as a tool of self-expression and our collective, resilient spirit this year.
"As a progressive retailer, we've again continued our celebration of diversity, inclusion, body-positivity and all that makes us human, taking great efforts to secure a diverse line-up of talent of different ages, shapes, sizes and backgrounds for this year’s show.
"People are at the heart of everything we do at The Iconic, and we are forever striving to ensure our customers feel valued, heard and represented," he said.
The Inspired Unemployed
The summer show comes as The Iconic releases its second annual progress report which details its 2020-2025 sustainability, diversity, inclusion and body-positivity objectives and its progress in these areas to date.
The Iconic CEO Erica Berchtold said that 2020 has certainly tested the strength of the business' commitments to its goals.
"When we launched our inaugural Annual Progress Report in November last year, little did we know what challenges lay in the year ahead of us.
"For The Iconic, 2020 became a year that would truly test our commitment to our sustainability, diversity and inclusion targets as we, like so many others, were forced to pivot and recalibrate priorities in order to weather the COVID-19 storm.
"It's fair to say 2020 has tested us like no other year ever has, but despite all that's been thrown at us, I'm proud of the incredible number of milestones we've achieved this year.
"From the introduction of 100% recycled satchel packaging, to the development of our first Reconciliation Action Plan, meaningful progress has been made.
"While there's still work to do, if we can make this much progress in our most challenging year to date, imagine what we can achieve in the years to come," she said.
Watch the Runway Everywhere summer show below: