Creative in association withGear Seven

Exit Films Director Introduces THE ICONIC's Annual Summer Runway Show with Bold New Spot

Production Company
Sydney, Australia
The fashion show takes on a new form with liberating film 'Runway Everywhere'

Exit Films' Stefan Hunt has directed latest spot for THE ICONIC as it takes its annual summer runway show, traditionally a physical event, and transforms it into a short film designed to entertain and inspire self-expression anywhere, and everywhere.

Known for producing the world’s most body-positive, inclusive, boundary-pushing runway shows, THE ICONIC’s first virtual runway, titled 'Runway Everywhere', harnesses fashion’s power to elevate, uplift and liberate, reminding consumers that every moment in life can be their own fashion runway.

'Runway Everywhere' marks another milestone evolution of THE ICONIC’s annual runway event, which since 2017 has challenged traditional 'beach body, blonde hair, blue eyed' stereotypes by presenting a more inclusive representation of summer down under. From celebrating everyBody in 2018, to everyOne in 2019, THE ICONIC’s Summer Show 2020 embraces the idea that fashion, and the feeling our favourite clothing can evoke, can be celebrated everywhere.

'Runway Everywhere' guest starred Matt Ford and Jack Steele of The Inspired Unemployed. Matt and Jack are two tradies from the NSW South Coast turned social media comedy megastars who skyrocketed to fame after the world turned to TikTok and Instagram to keep sane and entertained during lockdown. Matt and Jack are joined by an all star cast of leading Australian and New Zealand models including 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.

Alexander Meyer, chief marketing officer for THE ICONIC, said: “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.

"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." continued Alexander. "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.”

THE ICONIC’s Summer Show 2020, 'Runway Everywhere', can be viewed here, with all trends and looks available to shop now. 'Runway Everywhere' will run across social media. The campaign is also supported by trade and consumer PR, influencer and an Instagram-led UGC campaign.