THE ICONIC appoints new PR agency
THE ICONIC has appointed a new PR and comms agency partner, Mumbrella can reveal.
Under the new C-Suite leadership of CEO Jere Calmes and CMO Joanna Robison, the online retailer has engaged creative comms agency EVH as its new partner in market.
With over 2 million active customers and 20 million visits per month across its website and mobile app, THE ICONIC has established a trusted online shopping experience across fashion, sport, kidswear, homewares and lifestyle, despite hacking attacks at the start of the year.
EVH will help the brand build on this reputation, assisting its strong customer experiences, sustainability considerations, and tech innovations.
“Partnering with EVH marks an exciting new chapter for THE ICONIC. Their deep understanding of the fashion landscape and proven expertise in communications perfectly align with our vision,” THE ICONIC’s chief marketing officer, Joanna Robinson, told Mumbrella.
“We look forward to leveraging their innovative strategies to elevate our brand and continue to connect with customers in more meaningful ways.”
EVH’s founder and managing director, Emma van Haandel, added: “As the first digital-only fashion retailer in the Australian market, THE ICONIC’s growth to Australia’s leading e-commerce destination is one we admire.
“Sharing similar disruptive values, world-class standards and business principles to the agency, we are thrilled to welcome THE ICONIC to our client portfolio.”
The agency has also recently picked up a number of other luxury clients, including Versace, Aston Martin, and Chopard.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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Emma van Haandel
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EVH Agency
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ICONIC
Joanna Robinson
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The Iconic
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