In a strategic move to embrace eco-conscious shopping trends, Australia’s leading online fashion and lifestyle retailer, The Iconic, has launched a premium pre-loved collection through a new partnership with Cirkular. The initiative enriches the platform’s “Considered” portfolio, bringing high-end secondhand apparel into the mainstream and reinforcing The Iconic’s commitment to the circular fashion economy.
Beginning July 2025, customers in Australia and New Zealand can access Cirkular’s curated pre-loved edit directly on The Iconic’s website, alongside existing resale options like Azura Runway and The Real Deal. The offering includes internationally renowned labels such as Jacquemus, Prada, ACNE Studios, Zimmermann, Camilla and Marc, Anna Quan, The Frankie Shop, and Ganni. Each item is carefully chosen for quality, authenticity, and condition, ensuring shoppers receive premium garments that maintain high fashion standards.
Gayle Burchell, The Iconic’s Chief Commercial & Sustainability Officer, emphasized the editorial strength of the collaboration. She praised Cirkular co-founder Marnie Dibden Cate for her curation and noted that customers can shop confidently knowing each item is vetted for authenticity and quality. Dibden Cate, previously general manager at Grazia and ICON magazines, called the partnership a major step forward for the resale platform. “It marks a major milestone for Cirkular … working with The Iconic toward a more circular future of fashion,” she said.
This collaboration responds to a growing demand among consumers for sustainable shopping solutions. Fashion accounts for approximately 8–10% of global greenhouse gas emissions, and in Australia alone, shoppers purchase an average of 56 garments annually, though they typically wear only 70% of them. Cirkular aims to address this waste by emphasizing quality, longevity, and environmental responsibility. As part of its impact commitment, the company supports global reforestation by planting a tree for every item sold, in partnership with Ecologi.
Cirkular’s approach goes beyond simple resale. Through its “Cirkulate” program, customers are encouraged to return their previously purchased items for store credit, helping garments remain in circulation longer. This aligns with The Iconic’s participation in Seamless, a national clothing stewardship scheme focused on cutting Australia’s textile waste by half by 2030. Customers can now toggle between buying new and pre-loved pieces from the same designer brands in a single shopping experience, adding flexibility and value to their purchasing decisions.
The Iconic’s move comes amid broader momentum in the circular fashion economy. Retailers globally are embracing resale, rental, and recycling models. Selfridges has committed to making 45% of its transactions include circular items by 2030. Marks & Spencer has tested pre-owned school uniforms through partnerships with Oxfam and eBay. Other brands such as Primark, River Island, and Jigsaw are also exploring circular business models, reflecting a widespread shift in how the industry defines style, value, and sustainability.
These developments highlight how the fashion industry is adapting to meet the challenges of climate change and resource scarcity while satisfying consumers who are increasingly mindful of their environmental footprint. For The Iconic, the Cirkular partnership represents both a commercial innovation and an ethical stance—ensuring that sustainability and style are no longer mutually exclusive.
By integrating high-quality secondhand fashion into its core platform, The Iconic is helping to redefine what modern luxury looks like. Accessible, eco-conscious, and fashion-forward, this move signifies a new era where circular fashion becomes not just a trend, but a standard.
