The Iconic




The Iconic



Australia's go-to online fashion & lifestyle retailer.

The Iconic is a Sydney-based, Australian online fashion and sports retailer. The company was launched in 2011 and is one of Australia’s largest fashion, sportswear and kidswear destinations. with over 1000 brands and 60,000 items, including Australian labels Sass & Bide, Camilla and Marc, Running Bare and Lorna Jane. International brands stocked include Nike, Levi’s, Calvin Klein and Adidas.

The Mission.

The Iconic launched a campaign for Father’s Day to showcase apparel featuring real-life fathers with their children. We shot a series of looks put together by their team with the White family as models.

The Look & Feel.

The brief we received centred around a casual street aesthetic with neutral tones that also reflected the family’s connection to one another.

We shot in the family’s home suburb of Bondi Beach, focusing on capturing the bond and playfulness between the Father and his children.

Client Feedback.

The client and family were thrilled with the photos, with the images being featured on both The Iconic and The Iconic Men’s social media and website.

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