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:: Spotlight :: Virgin Australia Melbourne Fashion Festival 2014 - The Iconic Runway presents River Island

By: Carmine Pascuzzi

River Island and THE ICONIC teamed up to bring us a special runway show as part of the Virgin Australia Melbourne Fashion Festival (VAMFF). To celebrate the arrival of the British retailer to its online store, THE ICONIC presented an innovative ‘Shop The Show’ Australian first.

The idea was that people would attend the show, purchase a favourite River Island piece off the runway, then arrive home to find the item waiting patiently on the doorstep. It’s that simple! Previously enjoyed by Sydneysiders alone, it was Melbourne's turn to get our purchases delivered in a mere three hours!

THE ICONIC brought back to Melbourne top international model Ajak Deng - back to her home town of Melbourne - to lead the runway procession. The event was held at Functions On Chapel in the Prahran Town Hall. It was a great way to spend a Friday afternoon.

Since its inception in 2011, The Iconic has rapidly become the online destination for shopping the latest Australian fashion trends as well as International brands and designer pieces. River Island is one of the most popular high street brands in the UK, known for their stylish and affordable fashion pieces, whilst developing a strong online presence in Australia.

Photos of the show courtesy of Lucas Dawson Photography.