Case Study: THE ICONIC – Runway Everywhere
Because fashion doesn’t need a catwalk. Just a moment.
Because fashion doesn’t need a catwalk. Just a moment.
In a year defined by disruption and distance, Runway Everywhere reimagined the traditional summer runway show - not as a ticketed event, but as a joyful, unfiltered invitation to self-expression.
As part of my ongoing creative consultancy with THE ICONIC, I partnered with the internal team to evolve their signature summer moment into a digital-first campaign that was as inclusive in execution as it was in ethos. The brief: transform THE ICONIC’s industry-leading runway event into something bigger, broader, and bolder - an act of optimism for a world in recovery.
The result was Runway Everywhere - a short film turned cultural moment. It took fashion out of the exclusive and into the everyday. A celebration of movement, expression, and the strange delight of dressing up with nowhere to go. Whether strutting down the street, dancing in the kitchen, or glamming up for bin night, Aussies and Kiwis were reminded that every moment is a runway - if you wear it like one.
The film starred an eclectic cast including athletes, dancers, models, comedians, and social media stars like The Inspired Unemployed - bringing humour, relatability, and surprise. From Paralympian Ellie Cole to model Weah Bangura, the casting was intentionally diverse, aligning with THE ICONIC’s long-held commitment to inclusion and representation. This wasn't tokenism - it was a living expression of the brand’s belief that style belongs to everyone, everywhere.
Visually, the piece spanned urban apartments, beaches, streets, and studio sets - mirroring the places real people express themselves. The aesthetic was bright, sharp, and energetic, drawing from youth culture and high fashion in equal measure.
From a behavioural lens, Runway Everywhere leveraged the identity signalling effect—inviting people to see themselves not just in the clothes, but in the act of confidently taking up space. It also tapped into social proof and emotional contagion: seeing everyday people express joy through fashion, even in a tough year, gave audiences permission to do the same.
Results:
Campaign video surpassed 10M views across social platforms
4.5x increase in UGC under the #RunwayEverywhere hashtag
19% uplift in brand favourability among 18–34 segment
Product lines featured in the campaign sold out 3.2x faster than average
Instagram engagement rates doubled during the campaign window
Why it worked:
Runway Everywhere wasn’t just a campaign—it was a cultural pulse-check. By celebrating togetherness, expression, and joy in a year that desperately needed it, THE ICONIC reminded its audience that fashion isn’t about the runway. It’s about the moment you decide to step into your own.