The multi-dimensional runway gave guests and viewers at home a glimpse into a future where our physical selves can interact with our avatar reflection, brought to life by models, metamirrors and metamodels.

RUNWAY X featured an inspiring lineup of talent including international supermodel Duckie Thot, ‘Boxer of the 21st Century’ Harry Garside, break-out Heartbreak High star James Majoos, TikTok star Jarvis Aivali, medical student Jimmy Jan and Indigenous Australian model Elaine George.

In an Australian first for a major retailer, THE ICONIC launched its first NFT with NFT creator and RUNWAY X model, Bianca Beers. THE ICONIC NFT will be auctioned with all proceeds donated to THE ICONIC’s community partner, Thread Together. The highest bidder will also unlock an exclusive seasonal wardrobe twice a year for the next decade from THE ICONIC worth $20,000 in total.  

THE ICONIC’s RUNWAY X can be viewed here, with all SS22 trends available to shop now here


SYDNEY: Global Fashion Group (GFG), the leading online fashion & lifestyle destination in growth markets saw its business in Australia and New Zealand, THE ICONIC, host its sixth annual Runway Show titled ‘RUNWAY Xin Sydney.  A visual and sensory journey into the world between the real and the virtual, where self-expression is limitless. 

Held at ‘The Venue’ in Alexandria, Sydney to a VIP crowd of four hundred people, this year’s show took inspiration from the fashion world’s foray into web3 to create a multi-dimensional runway designed to challenge guests’ sense of reality. A first for the Australian runway scene, the SS22 show featured real models interacting with giant metamirrors that reflected their virtual avatar self in real-time to create a metaphysical performance that celebrated the transformational nature of fashion, sport and beauty. 

Renowned for producing some of the world’s most diverse and inclusive runway shows, THE ICONIC was proud to work with Sudanese and Australian international supermodel, Duckie Thot, who opened the show. Duckie was joined by a cast of leading Australian and New Zealand talent including ‘Boxer of the 21st Century’ Harry Garside, Indigenous Australian model Elaine George, Bonunggu/Gardbam model Cindy Rostron, M?ori break-out star Erana James, inspiring medical student Jimmy Janbreak-out Heartbreak High star James Majoos, Australian model Onella Muralidharan, TikTok star Jarvis Aivali, rising Muslim-Australian model Hanan Ibrahim, NFT artist, creator and model, Bianca Beers, and Australian actor and photographer Jackson Gallagher

RUNWAY X also marked the momentous occasion of THE ICONIC becoming the first Australian retailer to release an NFT from its runway show. THE ICONIC NFT will be sold via auction on THE ICONIC’s NFT website: THE ICONIC NFT includes a digital portrait designed by NFT artist and influencer, Bianca Beers, as well as an exclusive seasonal styling session and wardrobe refresh on THE ICONIC, twice a year, every year, for the next decade (worth $20,000 total). All proceeds will be donated to THE ICONIC’s community partner, Thread Together, and the auction will be live from 18:00 Wednesday, 2nd November 2022 until 23:59 Sunday, 6th November 2022.  

Erica Berchtold, Chief Executive Officer for THE ICONIC, said: “We’re thrilled to bring our annual runway show back to the stage and what a showstopping way to celebrate. Not only have we worked with an incredible lineup of inspiring models to showcase the very best of our spring/summer trends, we created a runway show that truly embodied what it means to celebrate self-expression in all its forms – 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. As a young and dynamic retailer unafraid to lead to 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.” 

Dean Chadwick, Chief Customer Officer for THE ICONIC, continues: “There is no denying the impact that web3 has had on the fashion industry, from Paris, Milan and London Fashion Week, and now here in Sydney. For us at THE ICONIC, fashion and beauty are transformative means to express the best version of yourself. 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.”

THE ICONIC RUNWAY X featured over 170 looks from the four key trends set to dominate this summer: 

  • Soul Space: Dreamy pastels, nostalgic silhouettes and rich, earthy shades combine in the ultimate call to explore.
  • Joyful Expression: Take the road less travelled with sandy neutrals and utilitarian touches fit for every style nomad.
  • Desert Rider: With confident colours, kaleidoscopic prints and playful shapes at the helm, your future is looking bright.
  • Metallic Nights: Be your own midnight muse with a 90s-meets-now mix of slick textures, daring cut-outs and moody hues.





THE ICONIC is Australia and New Zealand’s leading fashion and lifestyle platform. Since 2011, it has defined the future of retail by creating a seamless and inspiring shopping experience for its customers. THE ICONIC boasts fast delivery across Australia and New Zealand, with free shipping over $50 and free returns for 30 days. THE ICONIC is Australia and New Zealand’s most downloaded fashion app with over 5 million downloads to date. THE ICONIC has thousands of international and local brands and products across Women, Men, Sport, Beauty, Wellness, Home, Designer, Kids, Toys, and Considered, with hundreds of new products curated on-site daily. A proud member of Global Fashion Group, the world’s leader in online fashion for growth markets, THE ICONIC is focused on bringing on the future of shopping in Australia and New Zealand. For more information, please visit


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.