One thing we love about THE ICONIC (aside from the overnight shipping, 100 day free returns, 45,000+ items on offer… oh, hang on) is their ability to identify the next cool thing, right before we know about it.
This obviously makes life pretty great, as by the time we’re starting to hear the first murmurs of the latest brand everyone’s talking about, THE ICONIC not only has it in stock, but their buying team has also already created the very best edit, so you know you’re only seeing the crème de la crème.
With this in mind, we scoured THE ICONIC to get the lowdown on any new need-to-know brands that might have been added to the roll call of late.
Shop it at: theiconic.co.nz/the-upside
In a nutshell: This chic sportswear label is on the rise and it’s no surprise we’re now starting to see it on the taut bodies of Kim Kardashian, Karlie Kloss and Rosie Huntington-Whiteley. Created by Jodhi Meares (former designer and founder of Tigerlily) in 2014, The Upside’s philosophy is activewear that supports you in a training capacity, but is still stylish enough to transition through to Sunday brunch without the need to get changed.
Key pieces: Body-sculpting tights in fashion-forward prints, signature branded muscle shirts and the perfect warmdown item – the ‘Recovery’ hoodie.
Why we love it: All the pieces are interchangeable so you can mix-and-match not only the pieces in the collection, but with items in your own wardrobe, too.
Why you’ll find it on THE ICONIC: “The Upside, while still only very young, already feels like one of Australia’s heritage yoga labels. Their unique, key signature prints and matching sets have earned them a loyal customer base and kept them evolving in a competitive market,” says THE ICONIC’s Head of Buying Mareile Osthus.
Shop it at: theiconic.co.nz/asilio
In a nutshell: You have probably heard of Asilio without realising it. The Melbourne-based brand has been popping up on every Australian Instagram influencer in recent times (and even further afield), from Delta Goodrem to They All Hate Us blogger Elle Ferguson, to Gossip Girl alumni Leighton Meester. Designed by Cynthia Farchione, Asilio’s contemporary approach to classic cuts and use of textured detailing and pretty prints, means you know exactly where to turn when you need an outfit for a special occasion.
Key pieces: Textured lace dresses and skirts, fun and flared denim and off-the-shoulder eveningwear.
Why we love it: The designs are feminine but edgy; we like that Asilio can make us feel pretty and fierce at the same time.
Why you’ll find it on THE ICONIC: “Asilio brings a fresh and unique approach to fashion by pushing boundaries and taking risks. Its bold designs are perfect for the confident customer who loves fashion and wants to stand out from the crowd,” says Osthus.
Bec & Bridge
Shop it at: theiconic.co.nz/bec-and-bridge
In a nutshell: Bec & Bridge as a brand may not be new, launching in 2004 by friends Becky Cooper and Bridge Yorston, but the label is certainly having a moment right now. Celebs have been flocking to wear Bec & Bridge’s clean lines and sleek silhouettes, and it’s no surprise that Miranda Kerr, Vanessa Hudgens and Kim Kardashian can all count themselves as fans.
Key pieces: Form-fitting dresses, party-perfect playsuits, mesh-spliced separates and modern takes on classic pieces.
Why we love it: Say you were looking for a blazer. You want a classic blazer but you also want a blazer that makes a statement and isn’t boring. Cue Bec & Bridge who just seem to know how to put just the right amount of ‘2017’ into a staple wardrobe item.
Why you’ll find it on THE ICONIC: “We’re proud to support Australian designers, and the appeal of Bec & Bridge is its extraordinary cuts that are still wearable. Their range is full of beautiful silhouettes coupled with luxurious, considered fabrics – soft sateen, velvet, crepe, cotton and silks,” says Osthus.
Shop it at: theiconic.co.nz/pe-nation
In a nutshell: Look at any fashion influencer, blogger or celebrity right now and no doubt you’ll see them working out wearing P.E Nation. The Australian performance wear brand was founded by Pip Edwards and Claire Tregoning (both ex-Sass & Bide) who wanted to create activewear that is nostalgic, energy-enhancing and functional.
Key pieces: Tomboy-esque jackets and jumpers, sexy co-ordinates in bold colourways and retro-feel muscle tees.
Why we love it: We’re not going to lie – we swear people take us more seriously in the gym when we’re wearing our P.E Nation gear.
Why you’ll find it on THE ICONIC: “The look and feel of P.E Nation is a unique approach to any other brand on the market combining active and high fashion at the same time. A true representation of where fashion meets fitness, it’s an Australian label that’s gaining incredible traction globally,” says Osthus.
Shop it at: theiconic.co.nz/cluse
In a nutshell: This up-and-coming accessories label is perfect for the modern minimalist. Simple, yes, but also stylish, the Norwegian label (who is based in Amsterdam) focuses on quality materials and craftmanship. Cluse have a buy-now, love-forever approach, and we
Key pieces: Anything in rose gold or with rose gold accents are instant winners but the black-on-black is unanimously the FQ favourite.
Why we love it: In a market where fashion watches can become extortionately expensive, Cluse watches are not just stylish, they’re made from the best available materials and they’re well-priced, too.
Why you’ll find it on THE ICONIC: “We wanted to bring this Amsterdam-based brand to our New Zealand customer. Great, fashion-aware designs and quality materials, including Japanese Quartz movement – there is a Cluse watch to suit everyone’s style, whether you love the classic leather or metal bracelet mesh strap,” says Osthus.
*This article is brought to you by THE ICONIC.