The Iconic has launched into Web 3.0, with the release of an NFT and a runway show inspired by the metaverse.
The runway event featured over 170 looks from leading local and international brands including Manning Cartell, Mimco, Dr. Martens, P.E Nation, Alias Mae, and Tommy Hilfiger.
Held at ‘The Venue’ in Sydney, the SS22 show featured models interacting with giant metamirrors.
The mirrors reflected their virtual avatars in real-time to create a metaphysical performance.
The show coincided with the release of an NFT, sold via auction on its NFT website.
The winner will receive a digital portrait designed by NFT artist and influencer, Bianca Beers, as well as a style package.
The package includes a seasonal styling session and wardrobe refresh on The Iconic, twice a year, for the next decade.
All proceeds will be donated to The Iconic’s community partner Thread Together, and the auction will be live from until 23:59 Sunday, November 6, 2022.
The Iconic CEO Erica Berchtold said the runway show celebrated self expression through both digital and physical.
“The Iconic pioneered online fashion when the internet as we know it was really coming to life, and now we’re at the beginning of a new era with web3,” Berchtold said.
“As a young and dynamic retailer unafraid to lead the way in many areas for our retail landscape, I’m immensely proud that The Iconic is the first ANZ retailer to launch an NFT.
“We have been working to understand the context of blockchain, crypto and web3 more broadly for a while now, and while we’re very much at the beginning of our journey, today is a true milestone.
“We can’t wait to discover more about this space as we bring on the future of shopping for our customers.”
The Iconic CCO Dean Chadwick said there is no denying the impact that web3 has had on the fashion industry globally.
“For us at The Iconic, fashion and beauty are transformative means to express the best version of yourself,” Chadwick said.
“This year, Runway X gave us a platform to creatively experiment with what our physical selves and avatar reflection might look like as we journey into a new world and third evolution of the internet.
“As technology continues to advance, we hope that Runway X sparks new ideas to evolve and transform our retail ecosystem, and at the same time, inspire our customers to embrace this exciting point in time."