Australia and New Zealand’s top fashion and lifestyle platform, THE ICONIC, has teamed up with Uber and its membership program, Uber One, to celebrate Member Days with the launch of the fashion-forward ‘DeliveRobe’ at Australian Fashion Week (AFW).
Uber One Member Days, running from May 16 to 23, offers a week packed with exclusive deals, special collaborations, and unique offers across Uber and Uber Eats to reward Uber’s loyal members. To kick off the event, the limited-edition DeliveRobe was unveiled on May 15 at Carriageworks during AFW. This custom-designed, stylish robe aims to help fashion-savvy Australians keep their outfits fresh and protected while enjoying Uber’s convenient services. Uber One members will also receive early access to this runway-inspired fashion piece.
Created in partnership with Dentsu Creative and Dentsu Creative Public Relations, the Uber One DeliveRobe blends style and practicality. It is designed for those with busy schedules—whether attending AFW events, preparing for important interviews, or heading to evening functions—by protecting outfits from spills and wrinkles during Uber Eats deliveries. The robe ensures customers maintain a polished look throughout their day.
Starting Friday, May 16, Uber One members will have the chance to win one of only 210 exclusive DeliveRobes as part of the Member Days launch. This giveaway highlights both brands’ dedication to offering unique experiences to their customers.
Joanna Robinson, Chief Marketing Officer at THE ICONIC, said, “We’re always seeking new ways to surprise and delight our customers. Partnering with Uber One at AFW was a natural fit, bringing a fresh and fun experience. The DeliveRobe is a playful solution for busy, fashion-conscious Australians, showcasing how THE ICONIC keeps our customers looking their best.”
Amber Brown, Strategic Partnerships at Uber, added, “Uber One Member Days celebrate our most loyal members with special perks and experiences. Teaming up with THE ICONIC adds a fashionable twist, allowing us to delight members across both Uber and Uber Eats in exciting new ways.”
Even if Uber One members miss out on the exclusive robes, they can still enjoy 15% off purchases at THE ICONIC throughout Member Days.
Zac Pritchard, Group Creative Director at Dentsu Creative, remarked, “Our collaboration with THE ICONIC continues to thrive, and the DeliveRobe is a fun, practical accessory that protects ICONIC looks during Uber Eats deliveries. We believe it will encourage sign-ups to Uber One and maintain positive momentum for the brand.”
This campaign builds on THE ICONIC’s ‘Got You Looking’ Masterbrand campaign launched in February 2024, continuing the brand’s commitment to innovative and customer-focused activations.
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