Australia and New Zealand vogue and sport retailer, THE ICONIC, immediately introduced the launch of a brand new marketing campaign celebrating togetherness and self-expression. The marketing campaign takes THE ICONIC’s annual summer season runway present, historically a bodily occasion, and transforms it into a brief movie designed to entertain and encourage self-expression anyplace, and in all places.
Identified for producing the world’s most body-positive, inclusive, boundary-pushing runway exhibits, THE ICONIC’s first digital runway, titled Runway In all places, harnesses vogue’s energy to raise, uplift and liberate, reminding customers that each second in life may be their very own vogue runway.
Runway In all places marks one other milestone evolution of THE ICONIC’s annual runway occasion, which since 2017 has challenged conventional “seashore physique, blonde hair, blue eyed” stereotypes by presenting a extra inclusive illustration of summer season down below. From celebrating eachPhysique in 2018, to eachOne in 2019, THE ICONIC’s Summer season Present 2020 embraces the concept that vogue, and the sensation our favorite clothes can evoke, may be celebrated eachThe place.
Runway In all places visitor stars Matt Ford and Jack Steele of The Impressed Unemployed – two tradies from the NSW South Coast turned social media comedy megastars who skyrocketed to fame after the world turned to TikTok and Instagram to maintain sane and entertained throughout lockdown. Matt and Jack are joined by an all star forged of main Australian and New Zealand fashions together with Georgia Fowler, Charlee Fraser, Samantha Harris, Australian athletes Ellie Cole and Rheed McCraken, dancer Thuba Ndibali, mannequin Weah Bangura and former rugby league footballer Nick Youngquest.
THE ICONIC CMO Alexander Meyer mentioned: “After a difficult yr for therefore many, we actually wished to start summer season with a runway present that was lighthearted and looking forward to the long run, and was a celebration of togetherness and self-expression – which is why this yr’s Present is our most joyous but. The inspiration behind Runway In all places had been the great Aussies and Kiwis who continued to decorate up this yr – even once they had nowhere to go. Watching individuals glam up for ‘bin evening’ and undertake ‘sofa couture’ introduced us all smiles throughout a disrupted winter; these moments spoke to the facility of vogue as a software of self-expression and our collective, resilient spirit this yr.”
“As a progressive retailer, we’ve once more continued our celebration of variety, inclusion, body-positivity and all that makes us human, taking nice efforts to safe a various line-up of expertise of various ages, shapes, sizes and backgrounds for this yr’s present. Individuals are on the coronary heart of all the pieces we do at THE ICONIC, and we’re eternally striving to make sure our clients really feel valued, heard and represented.”
THE ICONIC’s Summer season Present 2020: Runway In all places – may be considered right here, with all developments and appears accessible to store now. Runway In all places will run throughout social media. The marketing campaign can be supported by commerce and client PR, Influencer and an Instagram-led UGC marketing campaign.
Consumer: THE ICONIC
- Chief Advertising Officer: Alexander Meyer
- Head of Inventive: Fiona Murchison
- Males’s Trend: Dani Soglimbene
- Ladies’s Trend: Nicole Adolphe
- Producer: Lisa Ballard
- Expertise: Nicolas Alexander
- PR & Communications: Liz Anderson and Amreeta Bhatti
- Model: Krystle Malone
- Partnerships: Verity Brewer
Manufacturing Firm: Exit Movies
- Director: Stefan Hunt
- Director of Photographer: Campbell Brown
Producer: Linzee Harris
Location, Logistics & Manufacturing Administration: Staff Occasion
PR Company and Inventive Session: Adhesive
Inventive Session: Thinkerbell