Screen shot 2014-03-10 at 9.58.47 PM

Launching on Friday 21st March at the Virgin Australia Melbourne Fashion Festival (VAMFF), Australian shoppers can experience River Island brand like never before. A Melbourne first, the innovative Shop-the-Show concept will showcase products available for purchase hot off the runway and delivered by The Iconic within 3 hours in Sydney and now Melbourne.

River Island and the innovative e-tailer, The Iconic, will celebrate their new partnership with an exclusive runway show, The Iconic runway presents River Island ‘SHOP THE SHOW’ at this year’s highly anticipated fashion festival at 12.30pm at the Stonnington Town Hall.

International runway favourite and our very own home-grown super-girl, Ajak Deng returns to Australia to walk the runway in celebration of the partnership between River Island and The Iconic. The innovative ‘SHOP THE SHOW’ will see the launch of The Iconic’s ground breaking three-hour delivery in Melbourne.

Originally from Melbourne, Ajak is the perfect face to front River Island’s Australian debut, embodying the brands exuberant energy, international status and fresh take on fast-fashion.

River Island, a family owned UK based international business known for its on-trend, accessible designs, has established itself as a key high-street fashion destination in the UK since its humble beginnings in the 40s. With an extensive in-house design team at the heart of the business, River Island delivers new and original fashion to customers on a daily basis. It’s the perfect place to pick up a head-to-toe look.

Founded in late 2011, The Iconic is Australia’s leading online fashion retailer. Customers can choose from more than 500 brands and over 45,000 products. The Iconic sets the bar in Australian online retail, offering its customers free overnight shipping, 100 day returns and 3 hour delivery in Sydney and Melbourne.

Make sure you check into for a fresh take on fashion.

Tickets available from on sale now for the Runway Show12.30pm on Friday 21st March 2014.

About The Author

Gemma Watts

Gemma Watts has worked in the fashion media industry since 2012, writing for and being headhunted by some of the country's leading fashion and beauty companies. With a Diploma of Professional Writing and Editing and a Bachelor of Communication (Journalism) under her belt, Gemma is able to combine her two greatest passions as Couturing's Fashion Editor- fashion and writing.

Leave a Reply

Your email address will not be published.