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The Iconic is set to put sustainability front and centre at its upcoming runway at Virgin Australia Melbourne Fashion Festival (VAMFF). 

The business will launch Australia's first sustainability values-driven runway (from a major retailer) which will take place on the final night of the festival. 

The 'Be The Change' runway will be walked by model activists from all walks of life including Andreja Pejic, Erin Shea and Rae Rodriquez, each of whom hold strong beliefs when it comes to social and environmental responsibility.

It will also feature a performance from slam-poet, author, performer and TedX speaker Solli Raphael. 

The runway will showcase a range of local and international brands from The Iconic's Considered edit.

The show aims to highlight sustainable fashion as the new normal, while also communicating the action that both brands and individuals need to take to make a positive impact on the environment. 

The Iconic head of sustainability Jaana Quaintance-James said that the business hopes to raise awareness and educate consumers about how they can reduce their fashion footprint. 

"The aim of our Considered Edit Runway at the Festival is simple.

"We want to help people understand that they can make a big difference just by making small changes in their own lives when it comes to fashion.

"This also extends beyond considering your purchase decisions; it’s how you care for your clothes while you own them and thinking about how you can give your clothes a second life through circular initiatives like our Giving Made Easy offering.

"The Iconic is only one part of the fashion ecosystem; we are all responsible for our fashion footprint and need to recognise the part personal consumption plays in our world.

"It's up to us, as Australia and New Zealand’s leading online retailer, to help empower and educate our customers on how they can take action in their own lives, while continuing to make progress to hit our social and environmental targets," she said. 

The Iconic CMO Alexander Meyer added that he hopes that the 'Be the Change' runway inspires other retailers to take action in the sustainability space. 

"We hope this runway will cause a stir, and it’s our full intention to create a conversation about what the future of fashion looks like.

"We are a business that sells clothes; a company in an industry that contributes to landfill, employs millions of people globally, and has the power to engage and help communities.

"People will always need to be clothed, so we must evolve how we produce, purchase, care for and recycle these products if we’re to help consumers help themselves when it comes to managing their own personal impact.

"We hope that by making progress in our own operations, educating our customers and making enough noise so other brands and retailers consider following suit, that we are doing our part to make a big difference.

"We are not saying The Iconic is perfect, but we are on a journey and know that change starts with a conversation, and we hope this runway ignites many of them," he said. 

VAMFF acting CEO Yolanda Finch said that runway demonstrates how businesses can utilise the Festival to create conversations. 

"As Australia’s largest fashion event, we are proud to use our stage, platform and influence to raise awareness and inspire continued progress in the areas of sustainability and ethics across the fashion industry.

"The Iconic’s Considered Edit Runway is a great example of how brands and organisations can be part of the conversation and movement, and we look forward to seeing this come to life on March 14 as part of the Festival’s wider sustainability programs and initiatives," she said. 

The Iconic will also take part in the Festival’s Australian Fashion Summit panel discussion which will explore the ways in which leaders can turn words into actions and create positive change.

The 'Be the Change' runway is the second instalment of the The Iconic's 'We Are Human' campaign and follows the recent announcement of its 'Giving Made Easy' initiative. 

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