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What do you do to celebrate the launch of the BEST SHOE EVER competition? Host the BEST LUNCH EVER, of course!
So with THE ICONIC, we invited editors, bloggers and fashion insiders to Crane Restaurant on Sydney's Bayswater Road to chat through our mission to find the greatest shoe of all time.
Amongst shoe-themed blooms from Buds & Bowers and jars of heel-shaped cookies from The Cupcake Princess, our co-founder Jodie Fox outlined how her quest to find her best shoe ever actually led to the brand's inception.
"For me it was about finding exactly what I wanted - the right colour, the right height, the right wearable-but-awesome style - and I know that's something that all women go through."
THE ICONIC co-founder, Finn Haensel, explained why the competition was so exciting for them.
"Where we serve the whole Australian market with a huge range of products, Shoes of Prey serves the market with very specific custom-made shoes. The exciting thing for us is to combine these two things into a crowd-sourced approach where we uncover great designs, let shoppers vote and bring a extraodinary product to market."
Enter the BEST SHOE EVER competition here. Entry and voting closes on 12 June. A selection of 10 finalists (five designs with the most votes and five judges' choices) will be announced 13 June with the winner released on 20 June.
The ultimate prize for the winner includes: a handmade pair of their winning design, a featuring profile in FAMOUS magazine, their shoe design showcased and mass-produced by THE ICONIC, Australia's largest online retailer.
And now, may the best shoe (ever) win!
Posted by Jade Warne on 28 May 2013.