GFG rolls adaptive fashion edit in third region

Global Fashion Group (GFG) the leading online fashion & lifestyle destination in growth markets, announces the launch of its third fashion edit to better serve customers living with disabilities. Today, Australia’s THE ICONIC becomes the latest GFG region and the first major ANZ retailer to launch a tailored shopping destination for adaptive fashion. The launch follows the introduction of adaptive fashion edits at Dafiti and Lamoda, GFG’s businesses in Latin America and the CIS earlier this year.

THE ICONIC Adaptive Edit curates items that prioritise functional style and ease of dressing through features such as thoughtful closures, seated-wear solutions and fits for prosthetics. The Edit will launch with an introductory assortment of over 130 pieces across menswear, womenswear and kidswear from Tommy Hilfiger Adaptive, Brisbane-label Christina Stephens, and Melbourne-based JAM The Label, created by Australian Occupational Therapists, Emma Clegg and Molly Rogers.  

In bringing this edit to life, THE ICONIC worked closely with leading accessibility consultancy, All Is For All, who partnered to ensure the launch of this new category offering from THE ICONIC was created with a considered approach, informed by lived experiences.

THE ICONIC Adaptive Edit follows the launch of adaptive edits at Lamoda and Dafiti, which include shopping destinations for people living with disabilities as part of their conscious edits.  Lamoda Planet includes a “Fashion without Borders” section, which was created in conjunction with Paralympic athletes and includes clothing suitable for people with disabilities such as underwear for breast cancer survivors and items with prints in Braille. Dafiti Eco includes clothing suitable for wheelchair users and people who have difficulty opening buttons.

Jaana Quaintance-James, Chief Sustainability Officer at GFG said:GFG exists to empower everyone with the freedom of true self expression through fashion. We’re incredibly proud and excited to offer our customers access to adaptive fashion ranges across three of GFG’s platforms and see this as essential because it enables people with a disability to feel included.  As we execute our People & Planet Positive agenda, the launch of more inclusive edits is only the beginning. We continue to drive progress towards a more inclusive, accessible and empowering experience for our customers and look forward to working with the disability community and partner brands to continue on this journey.”

The latest launch of THE ICONIC’s Adaptive Edit marks an important milestone in GFG’s continued commitment to driving greater inclusivity and accessibility for consumers, as outlined in GFG’s People & Planet Positive Report.  It also marks a step for better representation of the broad and diverse needs of the people in GFG’s markets.




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 9 fulfilment centres across four continents, GFG proudly employs a dynamic and diverse team with deep local knowledge and expertise. In the twelve months to 31 March 2021, GFG delivered 44.5million orders to 16.7 million Active Customers.