Australian cult designer label, LOVER is back but not as you know it

SYDNEY: Australia and New Zealand’s leading fashion and lifestyle retailer, THE ICONIC, has today unveiled the next evolution of cult Australian women’s designer label, LOVER. In this new phase, LOVER joins THE ICONIC’s impressive suite of exclusive brands and will add further strength to the retailer’s leading Australian contemporary designer assortment.

Founded in 2001 by Susien Chong and Nic Briand out of Sydney’s famous Bondi Markets, LOVER quickly achieved cult status with an international fanbase that included celebrities such as Alexa Chung, Sophie Lowe and Candice Swanepoel. By welcoming LOVER to its suite of owned-brands, THE ICONIC aims to continue driving holistic growth for its leading Designer category by drawing on its successes in developing both its own and supporting partner brands.

Complete with an evolved contemporary aesthetic, the brand’s SS21 return sees LOVER enter a new era of Australian design, harnessing trend and modernity to guide the label’s refreshed creative direction. While the brand’s celebrated feminine aesthetic continues, the summer-inspired SS21 collection embraces radiant colour, bespoke prints, premium fabrications and sleek silhouettes to reignite the spirit and cult repute of LOVER for a new generation of designer customers. 

Commenting on the launch, THE ICONIC CEO, Erica Berchtold, says: “THE ICONIC is celebrating its 10-year anniversary this year and we’re thrilled to mark this milestone by welcoming iconic Australian designer favourite, LOVER, to our suite of exclusive brands. We’re humbled to be the new custodians of one of Australia’s most-loved labels that we know has a special place in the hearts and wardrobes of so many of our contemporary fashion customers.”

For more conscious style selects, key pieces from LOVER’s latest collection also feature within THE ICONIC Considered edit, an innovative onsite filter that makes it easy to shop by six sustainability values. Shop the new generation of LOVER on THE ICONIC now.


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About LOVER:

Introducing a new generation of LOVER, exclusive to THE ICONIC. The relaunch of LOVER encapsulates a new era of contemporary Australian design, with a philosophy centred around statement wardrobe pieces for every occasion. LOVER brings a curated collection designed specifically to celebrate modern Australian style, focusing on sophisticated silhouettes with a feminine edge. Launching with a summer collection defined by radiant colours and bespoke bright prints, LOVER combines an undeniably modern aesthetic with a confident look and feel. Welcome to the new home of contemporary Australian design. Discover the brand new LOVER collection online now, only at THE ICONIC.


THE ICONIC is Australia and New Zealand’s leading fashion and lifestyle destination. Since 2011, it has defined the future of retail by creating seamless and inspiring shopping experiences for its customers. THE ICONIC delivers across Australia and New Zealand, offering free shipping over $50 and free returns for 30 days, and is also Australia and New Zealand’s most downloaded fashion app with almost 5m downloads. THE ICONIC is home to an unrivalled assortment of international and local brands across Women, Men, Sport, Designer, Kids, Beauty, Home and Considered with hundreds of new products curated on-site daily. THE ICONIC also has Outlet; a bespoke shopping destination separate to THE ICONIC’s main site for price-conscious shopping. 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 visit 

About Global Fashion Group:

Global Fashion Group is the leading fashion and lifestyle destination in growth markets across LATAM, CIS, SEA and ANZ. From our people, to our customers and partners, we exist to empower everyone to express their true selves through fashion. Our four e-commerce platforms: dafiti, lamoda, ZALORA and THE ICONIC connect an assortment of international, local and own brands to more than one billion consumers from diverse cultures and lifestyles. GFG’s platforms provide seamless and inspiring customer experiences from discovery to delivery, powered by art & science that is infused with unparalleled local knowledge. Our vision is to be the #1 online destination for fashion & lifestyle in growth markets, and we are committed to doing this responsibly by being people and planet positive across everything we do.