The Iconic has taken a stance on body image.
The eCommerce platform launched its swim 2018 collection in Sydney last week, on the foreshores of Barangaroo Reserve.
Prior to the show, it gathered a number of industry leaders for a closed roundtable on the issue.
Joining the roundtable and swimwear show was model and body image campaigner Robyn Lawley.
"Anyone who knows me knows that this is a cause I am extremely passionate about, she said.
"While the industry still has a long way to go, I applaud The Iconic for taking such a progressive step forward this year.”
The runway show features models of different shapes, sizes, ages and backgrounds.
It also featured a ‘Synchronised Swimwear’ team - trios of models, each a different body shape and size, walking the runway wearing the exact same look.
Models included Montana Cox, Weah Bangura, Christian Wilkins, Josh Heuston and Tahnee Atkinson.
This year’s runway also featured the world’s first plus-size male model Zach Miko, in Australia to launch The Iconic's 'Big and Tall' product assortment for men.
Available on site now, the collection is set to grow in 2019.
"For too long, big and tall guys like myself have been overlooked by the fashion industry, so it’s amazing to see a major online retailer like The Iconic taking such a big step forward," Miko said.
The unway featured over 50 local and international designers including Tommy Hilfiger, Rayban, Birkenstock, Calvin Klein, Superga, Seafolly, Roxy, Jets, Camilla, Love Stories, Scotch and Soda, Hurley, Kate Spade, Le Specs, Saint Laurent eyewear and Michael Kors Swim.