The Iconic came good on its premise on the sands of Bondi on Wednesday, with the online store staging the first fashion show on the iconic beach.
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Models in bikinis strutted the catwalk outside Bondi Pavilion as guests including Wallabies star Nick Cummins, Christian Wilkins, son of Channel Nine reporter Richard, and The Bachelor alumna Keira Maguire, wearing tracksuit pants, and Lana Jeavons-Fellows sipped fresh coconuts and snapped selfies.
The show took more than three months to co-ordinate, with managing director and co-founder Adam Jacob saying the infamous local government red tape wasn't an issue when it came to dealing with Waverley Council.
"They really came to the party; there was a list of requirements but that was to be expected," he said.
It caps off a big week for the council, which also voted to proceed with the first stage of the historic pavilion upgrade.
The show, which involved more than 50 ground staff, was also the first catwalk event to be filmed by drones – the one element that differentiated the event from any other day on Bondi.
The Iconic – an online store that stocks more than 700 Australian and international brands – was launched five years ago and has become a popular destination for fashion fans thanks to its same-day and three-hour delivery service in Sydney.
"We are doubling year-on-year stats," Mr Jacobs said.
"Australian brands have done really well this year and we're proud to support local labels and designers."
Mr Jacobs said Bec & Bridge, Camilla, Seafolly and Tigerlily had been the best performing of the store's 50 odd swimwear labels over the years.
This summer expect the one-piece to make a return and the high-cut bikini bottom to make a splash. For guys, printed boardshorts with a shorter hem will be big as will big pants for women with the high-waisted look expecting to be a sellout.
