Style giants THE ICONIC more than brought the heat for their SS18 Swim Show; a celebration of fashion, endless summers and beauty of all forms.
Featuring models of varying shapes, sizes, ages and backgrounds, this year marked the online retailer’s most inclusive offering to date; an empowering nod to diversity in the realms of fashion, beauty and beyond.
Headlined by the (aptly iconic) Robyn Lawley, this year’s cast featured an array of notable faces including it-model Montana Cox, Weah Bangura, Christian Wilkins, Josh Heuston, Tahnee Atkinson and TJ favourite Amy Finlayson.
Also on the 2018 roster was model and presenter Zach Miko, who at just under 6ft6, was a prime delegate to introduce the retailer’s newly launched Big & Tall2 product assortment – a range that’s set to expand in 2019.
Held on the foreshores of Sydney’s Barangaroo Reserve, this year’s show also featured THE ICONIC’s first ‘Synchronised Swimwear’ team; a diverse trio of models repping beauty of varying persuasions.
Leading the ‘Synchronised Swimwear’ team was renowned supermodel and body-positivity champion Robyn Lawley – who recently hit headlines with an online petition for increased inclusivity on the runway.
“It’s truly empowering to see THE ICONIC representing a diverse range of body- types on the runway – anyone who knows me knows that this is a cause I am extremely passionate about,” shared Robyn.
“While the industry still has a long way to go,” Robyn continued. “I applaud THE ICONIC for taking such a progressive step forward this year.”
Of this year’s Swim Show Chief Category Management Officer for THE ICONIC Mareile Osthus, said: “We are incredibly proud of this year’s Swim show – our most body-positive, inclusive and liberating runway show to date.”
“Showcasing and celebrating bodies of different shapes, sizes, ages, genders and ethnicities, both on and off the runway is incredibly important to our customers, and something THE ICONIC has, and always will, champion.”
Aptly titled Endless Summer, this year’s runway featured over 50 leading local and international designers including Tommy Hilfiger, Rayban, Birkenstock, Calvin Klein, Superga, Seafolly, Roxy, Jets, Camilla, Love Stories, Scotch and Soda, Hurley, Kate Spade, Le Specs, Saint Laurent eyewear and Michael Kors Swim.
Leading the show’s hair direction was TIGI’s National Education Manager, Jacqueline Pidd, who guided the TIGI tribe in creating a series of natural hair looks to to reflect the season ahead.
“An opportunity (like no other) to work on a diverse collection of models, brought with it [a number of hair] looks created for all types of hair,” said Jacqueline.
“Marrying the swimwear theme, looks were soft, natural and moveable. Natural curl was enhanced and controlled simply by injecting shine and more uniformed movement with Bed Head After Party and Bedhead Head Rush.”
“The minimalist hair-up was created with very little styling product to ensure that it worked with the outdoor elements,” continued Jacqueline.
“We wanted to ensure the hair still moved naturally – not too stiff with spray. Longer lengths were sectioned in two and knotted into place, pulling hair back off the face to ensure all focus was around the swimwear on show.”
“TIGI Bed Head Queen For A Day and TIGI Copyright Volume Lift Spray catered for our mid length females where ‘wet’ hair was recreated. Both products were sprayed over dry until hair was wet through and sculpted into place. Hair was then left to dry naturally.”
Body positivity, lush hair and a new summer wardrobe? We’re all for it.
Shop the looks here or visit theiconic.com.au for more information.