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Brand Spotlight 14 June 2023

The Best of The Iconic’s Private Labels

Did you know that Australian Ecommerce giant, The Iconic, have a cohort of their own private labels?

Ecommerce juggernaut The Iconic have a curation of brands offering affordable and chic separates for those interested, and boy oh boy, are we interested. Meet four of our favourites of the brands, below.

Words By Brittany Lyons


AERE is one of our favourite brands available on The Iconic, and it just so happens it is one of their biggest private labels. Shoppable exclusively on The Iconic and nowhere else, AERE offers simple, elegant and mostly linen separates for women, men, kids and even the home.

The womenswear offering is the perfect example of clothing with multiple purposes and the ultimate in versatility. Thanks to timeless silhouettes and classic colours this curation of goodies is ideal for the office, your European getaway, weekend brunch or going out for a lovely weekend dinner.

The ideal desk to dinner outfit? Glad you asked! The Oversized Linen Blazer, High Stretch Suede Boots and Relaxed linen Vest. The Trench is also perfect to throw on top whenever you’re leaving the house, to feel super put together.

For something a little more casual and ideal for a brisk weekend walk, we love Contrast Quilted Jacket. Perfect to pair with activewear or a pair of light authentic indigo jeans.

Aere Contrast Quilted Jacket, $190, The Iconic


Just like AERE, Atmos & Here is one of The Iconic’s own labels that is available exclusively to shop via The Iconic. This amalgamation of mostly monochromatic separates and accessories for women is pretty similar to AERE, but should probably be perceived as a diffusion line, as the products comse in at about half the investment of the alternative.

Still relying on the simplicity and beauty of staple wardrobe pieces, Atmos & Here offers the perfect curation of clothing, accessories and footwear to take you from desk to dinner in the most fabulous way possible! For example, the versatility and chicness of a Leather Trouser is truly unmatched. The Kelsea Cropped Leather Look pants are a standout that will fit perfectly in your office and weekend wardrobes, but doesn’t come with the price tag usually associated with real leather hide. This option ideal for those preferring not to sport animal products but still adhere to the biggest trends in fashion.

One of the best ways to dress down a leather item, like our Kelsea Cropped or even this A-Line Skirt, is to pair it back with a soft knit. You’ll be pleased to know that Atmost & Here have a plethora of soft and cosy knits to keep you warm and colourful all year round. Make sure to check out the Megan Knit Wool Blend Jumper!

Atmos & Here Everlee Pants, $79.99, The Iconic


LOVER is an iconic Australian Womenswear label that wasn’t always available exclusively at The Iconic. In fact, the brand was launched back in 2001 by designers Susien Chong and Nic Briand. The label began as a weekend stall at Bondi Markets with a ten-piece collection of random separates. This tiny collection of feminine and ethereal clothing eventually propelled LOVER to gain notoriety both in Australia and  the global fashion stage, and the brand soon become a household name. Since it’s conception back on the iconic banks of Bondi Beach in Sydney, LOVER‘s collections have always been inspired by the worlds of art, music, film and pop culture.

Unfortunately in 2017, LOVER went into voluntary administration which eventually led to The Iconic picking it up as a private label and standing as a lifeline to continue the brand’s trajectory and keep it afloat. The purchase of the brand hasnt changed LOVER‘s true DNA much at all. Expect the same level of detail, care and craftsmanship in design when it comes to ‘The Iconic’s’ LOVER.

Due to the dreary weather down here in souther Australia, my current obsession is knitwear. What particularly drew me to LOVER’s Bailey Sweater was the plushness and soft tones that would match well with denim or leather separates like the ones mentioned above.



Lover Bailey Sweater, $260, The Iconic


Arguably one of the most popular brands searched and shopped for here at Monde is The Iconic’s very own, Dazie. When compared to the other three brands sitting atop this one, Dazie is most certainly geared toward trends and a younger demographic of style-obsessed individuals.

Dazie exists and is shoppable only at The Iconic, and offers a wide variety of Women’s clothing, shoes and accessories that exude accessibility and exude fun. Expect colour, silhouettes that are being interpreted by many different labels and everything else trend based when shopping amongst the digital clothing racks of Dazie.

One of the most impressive things about this private label is it’s footwear. Putting their own spin on popular shapes of heels, boots and sandals make Dazie one of the ultimate places to buy into a shoe trend, without having to invest hundreds of dollars. You may recognise shapes similar to The Naomi Knee High Boot from other retailers, but the iteration from Dazie is the perfectly balanced option from a design and price perspective.

A perfect way to show off your new boots is with a midi dress, and the Nostalgia Sweetheart Knit Dress offers the ultimate desk to dinner versatility that we all appreciate.

Dazie In Retrograde Long Sleeve Corset, $79.99, The Iconic