The lady behind Australia’s ICONIC fashion magazine


If you don’t know about THE ICONIC you’re crazy. But honestly, where have you been? 500 brands under one roof, three hour delivery and free returns, all they need is a walk in Melbourne store and I’m eternally theirs.

I had a chat to the gorgeous Miss Maddy Newman, editor of THE ICONIC magazine about all things ICONIC.

It started as a men and women’s one-stop-shop for national and international fashion and footwear designers, and what seemed like overnight took the technology world by storm.

Beginning in October 2011, THE ICONIC is an online shopping destination that has revolutionised the Australian retail market to become one of our countries’ fastest growing online shopping experiences.

THE ICONIC magazine, which began in November 2012, was the game changer for the magazine industry, launching Australia’s fashion magazine shopping experience.

Maddy’s a woman who’s been there for the ride and worked hard at establishing THE ICONIC’s name, managing the magazine from start to finish.

“This involves constant communication with our buying team to understand the major trends of the season and to work with our brands to feature any exiting new collections.”

The magazine presents fashion shoots and pages of styled pieces available to buy from the online store. The virtual edition of each issue is available for download on the AppStore for smartphones and allows the reader to buy any piece directly from each page.

“I’m very proud of the magazine. I think it’s a fun insider look at the life of a real fashionista and provides so much original and engaging content,” says Maddy.

4 weeks ago THE ICONIC’s shopping app was released to the AppStore and just like the site went viral. In the first two weeks of its release the app was receiving 10,000 downloads per day and is still in the most downloaded fashion app section on the Australian AppStore.

“It’s all just part of the experience”, says Maddy. “Our main aim is to provide valuable and entertaining content for our customer.”

Just as big of a shock it was that THE ICONIC site launched into one of Australia’s most recognizable online shopping hubs, is the fact the cost of the magazine is nothing, and will always be nothing.

According to Maddy, THE ICONIC has “no plans to put a cost on the magazine or app.”

Unlike the rest of Australia’s leading fashion magazines THE ICONIC magazine is available to the reader for free download, as is the app, and is circulated in print form throughout major retail stores in Sydney, Melbourne and Brisbane.

“The magazine is distributed with orders that are sent from our warehouse, as well as through various trade partnerships with some small street distribution,” Maddy says.

The print magazine, which has an estimated circulation of 150,000, is distributed quarterly with the 7th issue set to be released next January.

In May this year, THE ICONIC released what was to be the first of its kind; an interactive men’s magazine that links the reader to the site to buy the items featured. Similar to THE ICONIC magazine, THE ICONIC Men aims to drive sales on THE ICONIC website and bring something new to the fashion industry.

As well as managing the women’s magazine, Maddy also manages the men’s version.

She says, “It’s a beautiful magazine and we’ve had great feedback. It’s great to be able to create something that’s specific to our male customer.”

Each issue stays current by featuring a profile story and cover shoot with an ‘it girl’ of the season; who was actress Lily Collins in the latest spring issue. As well as that, the magazine features comments from popular fashion bloggers, stylists, and photographers and enables the reader to get involved, from sending in photos to starring in shoots.

Maddy describes getting the quarterly issue ready as a lot of work, she laughs, “I’m actually on the deadline today for the next issue of the mag. We formally start each magazine about 3 months out of its print date, but I’m always looking for interesting people, places and events to feature in the next issue.”

Although fashion journalism is becoming increasingly digital with the boom of fashion bloggers now entering cyberspace, Maddy says print is here to stay.

“As everyone in print will tell you the industry is changing at a rapid pace, but I honestly believe there will always be a place for quality print magazines. THE ICONIC’s investment in a print magazine is testament to this fact and we know our customers love it.”

Although she admits to loving THE ICONIC blog just as much as the magazine.

“Blogging is now a huge, necessary part of the fashion industry for both individuals and brands. I absolutely love our blog, which is run by our resident fashion blogger and social media manager Doone.”

So with an insider’s knowledge, what can we expect to see in the fashion world this season?

Maddy says it’s all about “this 90’s grunge redux that’s coming through. It’s quite minimal (lots of black and white), but with a tough, sporty edge. Prints are always great for summer too, and there’s lots of high impact prints out right now.”

You can follow Maddy on Twitter: @MaddyNewman.

5 thoughts on “The lady behind Australia’s ICONIC fashion magazine

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  2. A motivating discussion is definitely worth comment.
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