Grace’s general manager, Marne Schwartz, said it feels the time is right to introduce a new male offer-ing into the Australian market: “No brand can rely on two season collections a year to stay relevant, especially with our attention spans these days. Popular culture, garage designs and Instagram are showcasing gender neutral silhouettes, styles and trends on the daily.
The regressive delineation of womenswear vs menswear is thinning and ICON’s role is to continue to drive the menswear culture forward at this pace with best in class content and experiences, unique to this market.”

ICON’s team sees stylist aficionado Kim Payne at the helm as fashion director. Payne said: “Never has there been a greater requirement to address the questions men ask about the quality and heritage of brands. ICON will bring adventure and emotion to engage Australia to dress responsibly, whether it be a chunky set of sneakers or suit made to measure.”

ICON channels will incorporate the interests of the modern man and include fashion, travel, design, motor, lifestyle, and people and society – topics and icons that men inspire and relate to, especially on digital platforms. Joining the team as exclusive contributors operating their own channels within ICON are high-profile content creators Roberto Malizia, Jono Castano and The Hounds. The collaboration sees ICON driving a new visibility in menswear and the way in which men want to discover, digest and act on this information. From the urban under- ground to Pitti Uomo, ICON has it covered.