Sydney, 17 February 2025 – Australia and New Zealand’s leading fashion and lifestyle platform, THE ICONIC, is once again set to turn heads with its next iteration of the ‘Got You Looking’ masterbrand campaign, developed in collaboration with Dentsu Creative and Love Media. Renowned for delivering some of Australia’s most inclusive runways and campaigns, THE ICONIC has also recently joined Dylan Alcott’s Shift 20 Initiative, furthering its commitment to inclusivity and diversity.
Building on the success of last year’s transformative brand platform, the latest campaign aims to capture even more customer attention by creating elevated and unforgettable double-take moments. From a couple twirling pasta shaped like shoelaces to a model in a ballgown strutting down a treadmill, the striking visuals showcase the breadth of style THE ICONIC offers.
The ‘Got You Looking’ campaign, which first launched in February 2024, heralded a comprehensive refresh of THE ICONIC’s brand identity. Over the past 12 months, the new masterbrand has surpassed benchmarks and drove significant improvements in key brand health metrics, including a +34% increase in unprompted brand awareness, a +5% rise in consideration, and a +9% boost in purchase intent among both regular shoppers and new customers.
The brief to dial up the creative also applied to the media strategy, led by Love Media. The ‘Got You Looking’ campaign is set to appear in high-impact and contextually relevant placements across Video, OOH, Cinema and Video in Display. Additionally, a 3D installation and interactive activation will be featured at Martin Place Metro Station in Sydney.
Joanna Robinson, Chief Marketing Officer at THE ICONIC says: “Last year, our focus was to reset and remind Australians why THE ICONIC truly lives up to its name. We wanted to get our customers looking again! The campaign and strategy is clearly resonating, so this year, we’re taking it even further—delivering more captivating visuals designed to stop people in their tracks, all while showcasing the breadth of our stylish assortment.”
Leisa Ilander and Gillian Dalla Pozza, Associate Creative Directors at Dentsu Creative, add: “For this phase, our goal was to create even more eye-catching, thumb-stopping work that sets THE ICONIC apart and, most importantly, gets even more Australians looking.”
THE ICONIC is also proud to have joined the Shift 20 Initiative, created by the Dylan Alcott Foundation, which is on a mission to increase representation, inclusion and accessibility in marketing. Through this partnership, THE ICONIC has furthered its commitment to diversity and inclusion by ensuring its campaigns are representative of people living with disabilities, who account for 20% of the Australian population.
Georgia Thomas, Director of Brand, Media, and Comms at THE ICONIC, says: “The casting in this round was critical for us. We aimed to showcase a diverse range of talent that truly reflects our customers, each unique in their own way. At THE ICONIC, inclusivity is at the heart of everything we do and delivers to our core purpose of creating a better way to shop and this campaign celebrates the individuality and diversity of our customer community.
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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 $75 and free returns for 30 days. 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 / @theiconicau.
About Global Fashion Group
Global Fashion Group (GFG) is the leading fashion and lifestyle destination in LATAM, SEA and ANZ. From GFG’s people to its customers and partners, the Company exists to empower everyone to express their true selves through fashion. GFG’s three ecommerce platforms – Dafiti, ZALORA and THE ICONIC – connect an assortment of international, local and own brands to a market of 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 local expertise. The Company’s vision is to be the #1 fashion & lifestyle destination in its markets, and is committed to doing this responsibly by being people and planet positive across everything it does. (ISIN: LU2010095458)
ABOUT DENTSU CREATIVE
Dentsu Creative is Dentsu International’s sole global creative network that transforms brands and businesses through the power of Modern Creativity. 2022’s Cannes Lions Agency of the Year, it is made for integration with Dentsu’s Media and Merkle networks through Horizontal Creativity. 9,000 creatives across the globe are connected to dentsu’s Media and CX experts to deliver ideas that Create Culture, Shape Society, and Invent the Future.
ABOUT DENTSU INTERNATIONAL
Part of Dentsu Group, dentsu International is a network designed for what’s next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. Dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands, Carat, DENTSU CREATIVE, dentsu X, iProspect and Merkle, each with deep specialisms. Dentsu International’s radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society, and invent the future. Powered by 100% renewable energy, dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers. Dentsu.com
