ICONIC unveils ‘Fashion for the Everyday ICON’

Following a successful debut last year, ICONIC the immensely popular retail concept by the Landmark Group has unveiled its second fashion forward campaign. Embracing ICONIC’s essence and reflecting its love affair with fashion, the new campaign ’Fashion for the Everyday ICON’ is more personal, features real life people, instances and is definitely edgy.  The campaign is bound by the shared attitude of its customers and the eye-catching visuals powered with taglines which will allow customers to embrace their individuality and emphasise self-expression through fashion. 

The launch of ICONIC gave birth to a quirky style of advertising which had never been explored in the region.  The initial campaign beautifully married fashion and photography with suggestive taglines like ‘Get Fashion’, ‘Get Wild’, ‘Get Him’  which reflected the true spirit of this lavish store. In defining ICONIC for the everyday ICON, the new campaign avoids the cliché and the universal. It takes its cues from the social fabric of the region and derives the various personas for the campaign and finally empowering them with a bold statement of I AM ICONIC. As the only fashion store made in and for the region the campaign brings forward ICONIC as a destination where people can go to shop for everyday fashion irrespective of budgets, age, ethnicity, size, style and find the look that dresses their ambitions and their own unique self. 

Speaking on the ideation and conceptualization of the campaign, Raza Beig, CEO, ICONIC, said, “Our strategy was to create a dynamic, evolving campaign that reflects the diversity of the ICONIC consumer while set against an interesting backdrop of imagery and content. Our campaign is a reflection of the youth who are acting as catalysts in the ever-changing society and bring forward the everyday ICONIC person. ‘Fashion for the Everyday Icon’ celebrates this consumer and lets them know that they and ICONIC are similar. 

As the season progresses, the campaign will reveal unique concepts which will have a dash of attitude, individualism, art, aspiration and loads of fashion. Each concept will excite senses and inspire unique, personal style that not only will make a statement but will highlight the fashion of everyday people, in every situation”, he further added. 

The campaign was shot in Dubai by Lope Navo, an international fashion and art photographer from New York known for his popular fashion and photo blog called “The Minority Report” where he argues the lack of representation of minorities in fashion. Navo's multicultural aesthetics and global experiences make him the perfect fit for ICONIC. To further truly represent the multicultural region, the campaign uses multiethnic models from New York, London, Sao Paolo, Manila, Bombay, Dubai and more. Contrasting imagery  targeting an array of personalities inspired by real people, the campaign develops concepts  like ‘Compulsive Facebook Liker’, ‘Overtime Expert’, ‘Night Owl’, ‘Next Generation Super Heroes’ as a part of AW’11 season launch  and will be rolled out through the season.  

The campaign launched on September 1, can be seen across an assortment of print and outdoor advertising in UAE and is brought alive at the stores through interesting visual merchandising that speaks to the consumer at the time of purchase.  The campaign will also be available across digital platforms: iconic.ae, Facebook, You Tube, and Twitter to create a viral buzz through its messages.