SYDNEY – Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, in partnership with First Nations Fashion + Design (FNFD), a national voice for First Nations creatives, is proud to announce the launch of a new collection from three First Nations brands, that are now exclusively available on THE ICONIC.
The collaboration stems from THE ICONIC x FNFD Incubator Program, which kicked off in April 2023, marking a significant milestone in THE ICONIC’s commitment to supporting First Nations fashion. The designers include Gungganji designer Elverina Johnson, the creative force behind the label Pink Fish, Mt. Isa designers Glenda McCulloch, Jaunita Doyle, Dale Bruce, and Cheryl Perez of the label Myrrdah and Kuranda-based designer Briana Enoch of label Jarawee.
Over the course of the nine month program, the designers immersed themselves in a series of four chapters, engaging in workshops, tours, and experiences guided by cultural peers and curated by industry experts and educators. The chapters were designed to unlock industry opportunities for First Nations designers and covered key aspects such as brand development, merchandising and marketing, providing the designers with the tools to successfully commercialise their brands.
Gayle Burchell, THE ICONIC’s Chief Commercial and Sustainability Officer said, “It has been a privilege to co-design THE ICONIC x First Nations Fashion Design Incubator program in partnership with FNFD and we are so excited to welcome Pink Fish, Myrrdah and Jarawee to THE ICONIC. Over the course of the program we have witnessed incredible talent, drive and dedication from these gifted designers and we’re proud to bring this extraordinary collection to our customers across Australia and New Zealand.
We extend our gratitude to all participants, mentors and partners who have contributed to the success of this industry-first initiative. It is extremely important to us at THE ICONIC to share our business learnings and expertise on e-commerce, tech and retail with growing businesses. It’s equally important for us to seek out opportunities to learn from First Nations designers to ensure we can play a role in better facilitating the economic empowerment of First Nations business owners. Throughout the program we’ve been fortunate to learn more about First Nations cultures and how these three designers’ have successfully overcome some of the common challenges faced by any new designer looking to scale in the modern retail ecosystem.”
Grace Lillian Lee, FNFD’s Founder and Chair said “The partnership has given the designers a new platform to showcase their incredible work and FNFD is thrilled to see the collections launched on THE ICONIC. It is through these initiatives that we can continue to support the self-determination of First Nations Peoples within the industry, and assist them in further developing skills to grow their businesses.”
Each designer has infused their designs with a distinctive creative vision. Briana Enoch, the owner and creative of Jarawee, ignites the imagination with her bold prints and vibrant colours showcased in her designs. Elverina Johnson of Pink Fish encapsulates a spirit of boldness, vivid colours, and draws inspiration from the reef, rainforest, and her upbringing in Far North Queensland. Myrrdah, the brainchild of four sisters—Glenda, Jaunita, Dale, and Cheryl—features incredible designs inspired by the sunsets, rock faces, clay, and landscape that surrounds their Kalkadoon home in Northwest Queensland.
These unique designs were consulted on, digitised and printed by Epson Australia via Epson digital printing solutions as part of Epson’s landmark technology and sustainability agreement to support FNFD as print and projection partner.
This extraordinary collection of pieces from Myrrdah, Pink Fish and Jarawee are now available to purchase on THE ICONIC.
ABOUT THE ICONIC X FNFD INCUBATOR DESIGNERS
Pink Fish – Elverina Johnson
Elverina Johnson is a Gungganji woman from the Yarrabah, situated in the South East of Cairns. Her brand, Pink Fish, is all about representing her community and the Gunggandji people, and the stories that have been passed down from her Ancestors. Elverina’s pieces encapsulate boldness, bright colours, the reef, rainforest and her life growing up in Far North Queensland.
Myrrdah – Glenda, Jaunita, Dale and Cheryl
Established in 2019 as a collective under Cungelella Art, Myrrdah started as a way of sharing culture through modern Aboriginal Art. Cungelella Art saw the expansion of the brand, when four sisters, Glenda, Jaunita, Dale and Cheryl, formed the collective, Myrrdah. Myrrdah’s collection consists of wearable art, taking artworks from canvas to fabric. The beautiful colours of Myrrdah’s prints are inspired by the sunsets, rock faces, clay and landscape of their traditional homelands on Kalkatungu Country in Northwest Queensland, which they grew up on and continue to raise their children.
Jarawee – Briana Enoch
Briana Enoch is a Kuku Yalanji, Quandamooka and Kaantju woman who founded Jarawee (meaning: pretty little bird), a brand that started out as products of hand painted accessories. In 2021 Briana debuted a collection of high-end fashion at Australian Afterpay Fashion Week, including “The Quandamooka Collection”. Following her debut, one of the dresses was included in the Powerhouse ‘Eucalyptusdom’ exhibition. Briana draws inspiration from storytelling, with her Eucalyptusdom dresses print being inspired by elements of her Fathers Quandamooka Country, healing stories on Stradbroke Island, the eucalyptus and its many uses and benefits.
About First Nations Fashion and Design
FNFD is an NFP Indigenous Corporation, and has recently become a registered charity whose core business is in supporting the growth of Indigenous Fashion. We are a national voice representing Aboriginal and Torres Strait Islander creatives, creating ongoing access to the Australian industry through opportunities, skills development, and industry engagement.
We are working towards a self-sustaining ecosystem of First Nations Fashion designers, Textile Artists, Jewellery designers, Photographers, Models, Hair + Makeup Artists, Stylists, Curators, and Fashion Industry Professionals. We are 100% Aboriginal and Torres Strait Islander Board of Directors and Executive team. We pay equal attention to the cultural and commercial considerations of our members. For more information please visit: https://firstnationsfashiondesign.com/
About THE ICONIC
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 http://www.theiconic.com.au.
About Global Fashion Group
Global Fashion Group is the leading fashion and lifestyle destination in LATAM, SEA and ANZ. From our people to our customers and partners, we exist to empower everyone to express their true selves through fashion. Our three ecommerce platforms: Dafiti, ZALORA and THE ICONIC connect an assortment of international, local and own brands to 800 million 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 fashion & lifestyle destination in LATAM, SEA and ANZ, and we are committed to doing this responsibly by being people and planet positive across everything we do. (ISIN: LU2010095458) For more information visit: www.global-fashion-group.com