The Iconic & The Inspired Unemployed celebrate ‘self-expression’ in new campaign

In lieu of its annual summer runway show being able to take place live, The Iconic has launched short film ‘Runway Everywhere’.

The film stars comedic duo Matt Ford and Jack Steele, or The Inspired Unemployed, amongst a diverse group of Australian and New Zealand models displaying the upcoming summer trends.

The film looks to inspire Australians to express themselves through fashion anywhere and everywhere.

The Iconic said the concept for the film fits in with how the retailer has challenged the stereotypes of summer fashion events that employ ‘beach body, blonde hair, blue eyed’ people. Kicking off in 2017 the brand focused on inclusivity, celebrating the theme ‘EveryBody’ in 2018 and ‘EveryOne’ in 2019.

The Iconic’s chief marketing officer, Alexander Meyer, said the campaign was a celebration of self-expression.

“As a progressive retailer, we’ve again continued our celebration of diversity, inclusion, body-positivity and all that makes us human, taking great efforts to secure a diverse line-up of talent of different ages, shapes, sizes and backgrounds for this year’s show. People are at the heart of everything we do at The Iconic, and we are forever striving to ensure our customers feel valued, heard and represented,” he said.

Runway Everywhere will become an integrated social media campaign, with cut-downs of the film appearing across platforms, plus PR and influencer activations, and an Instagram-led UGC campaign.

The campaign was developed with support of creative agency Thinkerbell and PR agency Adhesive. The production company behind the film was Exit Films.

Meyer added: “After a challenging year for so many, we really wanted to begin summer with a runway show that was lighthearted and hopeful for the future, and was a celebration of togetherness and self-expression – which is why this year’s Show is our most joyous yet.”

“The inspiration behind Runway Everywhere were the wonderful Aussies and Kiwis who continued to dress up this year – even when they had nowhere to go. Watching people glam up for ‘bin night’ and adopt ‘couch couture’ brought us all smiles during a disrupted winter; these moments spoke to the power of fashion as a tool of self-expression and our collective, resilient spirit this year.

The models featured in the campaign include Georgia Fowler, Charlee Fraser, Samantha Harris, Australian athletes Ellie Cole and Rheed McCraken, dancer Thuba Ndibali, model Weah Bangura and former rugby league footballer Nick Youngquest.

The Inspired Unemployed has also worked with Tradie and Tooheys Extra Dry


Client: The Iconic
Chief Marketing Officer: Alexander Meyer
Head of Creative: Fiona Murchison
Men’s Fashion: Dani Soglimbene
Women’s Fashion: Nicole Adolphe
Producer: Lisa Ballard
Talent: Nicolas Alexander
PR & Communications: Liz Anderson and Amreeta Bhatti
Brand: Krystle Malone
Partnerships: Verity Brewer

Production Company: Exit Films
Director: Stefan Hunt
Director of Photographer: Campbell Brown
Producer: Linzee Harris
Location, Logistics & Production Management: Team Event
PR Agency and Creative Consultation: Adhesive
Creative Consultation: Thinkerbell


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