Fashion etailer The Iconic has teamed with a rising star to launch a show-stopping initiative.
The online giant will join forces with design label By Johnny as a key sponsor, as it takes to the stage on the first day of Mercedes-Benz Fashion Week Australia (MBFWA).
The tie-up will see The Iconic launch a special four part mini-series via its website today, showing behind-the-scenes footage of the label's journey for MBFWA 2013.
The Iconic will also screen By Johnny's MBFWA show on the website and will enable viewers to shop the range straight from the runway.
As part of the collaboration, By Johnny has also designed an exclusive six-piece collection for The Iconic, which will be available exclusively from the site.
Launched in 2009, the By Johnny label
is now four years old. This summer 2013/2014 season will also mark
founder Johnny Schembri’s third MBFWA show.
The By Johnny summer 2010 collection
debuted in the Fashion Week 'New Generation' show in 2010. That year,
the label was also awarded the Peroni Harper’s Bazaar Young
Designer Award.
In 2011 Schembri was also short-listed as a finalist on Foxtel’s Season 3 of Project Runway Australia and in 2012 was selected as a 'Top 10' finalist in the Qantas Spirit Of The Youth Awards (SOYA).
By Johnny will show at MBFWA on Monday, April 8 at 7pm at The Theatre.