Sydney: Australia and New Zealand’s leading online fashion and sport retailer, THE ICONIC, today announced the launch of its Summer Show 2020 titled Runway Everywhere, released, for the first time, as a virtual version of its annual summer show and made accessible to all. Known for producing the world’s most body-positive, inclusive, boundary-pushing runway shows, this year’s show harnesses fashion’s power to elevate, uplift and liberate, reminding us all that every moment in life can be your own fashion runway. 

Runway Everywhere marks another milestone evolution of THE ICONIC’s annual runway event, which since 2017 has challenged traditional “beach body, blonde hair, blue eyed” stereotypes by presenting a more inclusive representation of summer down under. From celebrating everyBody in 2018, to everyOne in 2019, THE ICONIC’s Summer Show 2020 embraces the idea that fashion, and the feeling our favourite clothing can evoke, can be celebrated everyWhere

This year’s joyful show guest stars Matt Ford and Jack Steele of The Inspired 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 keep sane and entertained during lockdown. THE ICONIC invited the talents of The Inspired Unemployed to help choreograph the show, turning the traditional runway format into a digital spectacle.

Matt and Jack are joined by an all star cast of leading Australian and New Zealand models including Georgia Fowler, Charlee Fraser, Samantha Harris, Australian athletes Ellie Cole and Rheed McCraken, dancer Thuba Ndibali, model Weah Bangura former rugby league footballer Nick Youngquest. The show, which is two and a half minutes in length, sees talent walking five unassuming, everyday ‘runways’ including a library, ocean pool, cinema aisle, bus aisle and road. The Inspired Unemployed’s signature, hilarious dance moves feature throughout as talent strut their stuff. 

Alexander Meyer, Chief Marketing Officer for THE ICONIC, said: “After a challenging year for so many, we really wanted to begin summer with a runway show that was lighthearted 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.”

This year’s Summer Show coincides with the release of THE ICONIC’s second Annual Progress Report. Released for the first time last year, THE ICONIC Annual Progress Report defines and transparently shares the business’ 2020-2025 sustainability and diversity, inclusion and body-positivity objectives, including THE ICONIC’s progress in these areas to date. 

Erica Berchtold, Chief Executive Officer for THE ICONIC, said: “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.”

THE ICONIC’s 2020 Summer Runway Show featured over 100 leading local and international labels 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. The four key trends set to dominate this summer include:

  • THE WANDERER: Take the road less travelled this season with easy-to-wear textures and earthy hues. Shop this trend here
  • THE CLASH: Saturated colour and all-over prints make for conversation-starters to be seen in this summer. Shop this trend here
  • REBEL REFINED: Meet your seasonal capsule to wear with attitude now and seasons to come. Shop this trend here
  • RETRO RESORT: Paging 1989. Sherbet tones, overshirts, and larger-than-life opticals are back in a big way. Shop this trend here

THE ICONIC’s Summer Show 2020: Runway Everywhere – can now be viewed here, with all trends and looks now available to shop now. Customers can choose to pay for THE ICONIC’s Summer 20’ collection via Afterpay, which allows customers of THE ICONIC to buy what they want, receive their goods immediately and pay for it over four, fortnightly instalments. Order now for three and four hour, or same day delivery in time for the first week of summer. 





THE ICONIC is Australia and New Zealand’s leading fashion and sports destination. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience for its customers. THE ICONIC boasts fast and on-time delivery across Australia and New Zealand, free shipping over $50 and free returns for 30 days, and is also Australia and New Zealand’s most downloaded fashion app. THE ICONIC has thousands of international and local brands and products across Women, Men, Sport, Designer, Kids and Considered with hundreds of new products curated on-site daily. THE ICONIC also launched Beauty & Wellness in September 2020, as well as THE ICONIC Outlet; a bespoke shopping destination separate to THE ICONIC’s main site for price-conscious shoppings, complete with the same ICONIC experience they love. A proud member of Global Fashion Group, the world’s leader in online fashion for growth markets, THE ICONIC is focused on liberating its customers through seamless and inspiring experiences. For more information, please visit http://www.theiconic.com.au.


About Global Fashion Group:

Global Fashion Group is the leading fashion and lifestyle retail destination in LatAm, CIS, SEA and ANZ. We connect over 10,000 global, local and own brands to a market of more than one billion consumers through four established ecommerce platforms: dafiti, lamoda, ZALORA and THE ICONIC. Through an inspiring and seamless customer experience enabled by our own technology ecosystem and operational infrastructure, we are dedicated to being the #1 fashion and lifestyle destination in our markets. With 17 offices and 10 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In the twelve months to 30 September 2020, GFG delivered 39.1 million orders to 15.4 million Active Customers.

 For more information visit: www.global-fashion-group.com