Online retailer The Iconic is the latest partner to sign up with the L’Oreal Melbourne Fashion Festival, which will take place from March 18-24.

It’s the first time the retailer has aligned itself with the festival. It will support the ‘Shop the Runway’ tool hosted on

Throughout March, the ‘Shop the Runway’ tool will provide consumers with a one-stop shop for all fashion, beauty and accessories immediately after the a selection of runway shows. Using ‘Pips’ technology the Shop The Runway tool delivers the consumer with up-to-the minute runway images and brings them to life with links to find more information, shop the designer, and share the looks via Facebook and Twitter.

Finn Age Haensel, managing director & co-founder, said he is excited about the partnership with belief the project will meet the new consumers’ craving for instant gratification with technology and fashion.

“This is the first time The Iconic will align with L’Oréal Melbourne Fashion Festival to provide instant access to catwalk trends that will be shown throughout the week. We’re very excited about this new partnership and we look forward to working closely with LMFF to create the best online experience for our customers,” he said.