RUNWAY X
RUNWAY X
The Iconic
The sixth edition of the annual runway show was a journey into the space between real and virtual.
The Future of Fashion in Australia
Runway X offered a space governed by fluidity and fun. A place where self-expression and self-expression ruled.
Flipping the spatial layout of a runway show on it’s head, this runway existed in a multi-dimensional space, where models move fluidly from ‘room’ to ‘room’.
The models where able to interact with ‘meta mirrors’; screens which reflect back digital avatar versions of themselves. These amorphous beings known as ‘meta-models’ - they changed shape and form to embody complete self-expression.
Beyond the runway show, attendees were able to explore the runway space. Enabling them to step into their own ‘meta-mirror’ experience, interacting with ‘meta-models’ and shopping their favourite looks from the show.
Diverse and Authentic Voices
We worked with diverse Australian Creators. The Creators came from and represented different communities and cultural backgrounds.
The Creators generated content across the campaign and had different roles during the event. This includes walking the runway, creating hair and make-up tutorials, styling outfits, capturing the runway and creating the meta-model NFT. Creators were encouraged to be their authentic selves and to capture and edit footage with their own unique perspectives in real time.
The Iconic entered Web 3, launching a NFT collab with Creator/Artist Bianca Beers
The NFT was the first for The Iconic, and the first foray into the ‘Metaverse’ for the brand. The profit from the NFT was donated by The Iconic to their charity partner, Thread Together.
This element of the project provided content for the runway show, as well as Branded Content with the creator, Bianca Beers.
