Melbourne gets 3-hour online fashion delivery – launches with ‘shop the runway’ concept

Online retailer The Iconic is launching its three-hour delivery service, currently only available in Sydney, into Melbourne this week through a partnership with fashion brand River Island that capitalises on the occasion of the Virgin Australia Melbourne Fashion Festival.

The retailer and UK fashion brand have partnered to implement a concept called ‘Shop-the-Show’ that will showcase products, from River Island’s 2014 Autumn-Winter range, available for purchase hot off the runway at the Festival to be delivered within three hours in Sydney or Melbourne. The runway show can be viewed online via a live stream.

International runway favourite and home-grown model Ajak Deng (pictured) returns to Australia to walk the runway for the partnership. Originally from Melbourne, Deng “embodies the [River Island’s] exuberant energy, international status and fresh take on fast-fashion.”