Spring is in full swing, and with it comes one of Australia’s most anticipated online shopping events – THE ICONIC Birthday Sale. Running from September 22 to September 30, this annual celebration offers discounts of up to 50 per cent across thousands of items, making it the perfect time to refresh your wardrobe for the warmer months ahead.
Whether you’re hunting for that perfect spring dress, updating your shoe collection, or finally investing in that LED face mask you’ve been eyeing, this sale has something for every budget and style preference.
The ICONIC sale spans across all categories, from everyday essentials to designer pieces, with significant savings on beloved Australian and international brands.
Scroll on for everything you need to know…
Top picks from THE ICONIC’s Birthday Sale 2025
Rather than overwhelming you with endless options, we’ve pulled together some of the standout deals across each category. But get in quick! Even though the sale runs until September 30, smart shoppers know that popular sizes and colours tend to sell out fast.
Clothing & shoes
As we transition from winter to spring, it’s natural to want lighter fabrics, brighter colours and easier silhouettes. From refreshed denim and sandals you’ll wear on repeat to sneakers that work with everything, THE ICONIC’s Birthday Sale makes it easy to snap up wardrobe staples at a discount.
Nike Air Max Excess Sneakers$140 $105
AERE Elowen Linen Puff Sleeve Midi Dress$180 $126
Levi’s Ribcage Wide Leg Jeans$159.95 $119.96
Billini Yazmin Heels$89.95 $53.97
Beauty
When it comes to beauty, The ICONIC sale is the perfect excuse to stock up on cult favourites or finally try that serum or tool on your wishlist. This year’s offers span everyday skincare staples and big-ticket tools, with trusted names that have built loyal followings.
Giorgio Armani Luminous Silk Foundation$120 $96
ghd platinum+ hair straightener$425 $297.50
Prada Prada Paradoxe Intense EDP$330 $264
Medik8 Hydr8 B5 Intense$115 $92
Accessories
The right accessory can take an outfit from good to great. From timeless sunglasses and leather backpacks to everyday totes, THE ICONIC’s birthday sale covers the finishing touches that make your wardrobe work harder.
Reliquia Jewellery Hernan Chunky Chain$199 $83.58
Ray-Ban Original Wayfarer Polarised$322 $225.40
Camilla and Marc Como Tote$220 $154
Loeffler Randall Rayne Pleated Frame Clutch$420 $252
Home
Homewares often sit at the bottom of the shopping list, but small upgrades – like fresh towels, a new candle or a smart laundry organiser – can make a surprising difference day to day. The ICONIC sale is a great time to pick up those pieces you’ll appreciate every time you use them.
Joseph Joseph Laundry Separation Basket$229.95 $160.96
Philips Stylish Handheld Steamer$119 $83.30
Sunnylife Luxe Lie-On Lounger$199.99 $139.99
Linen House Classic Stripe Sheet Set$319.99 $111.99
Nursery
For parents, practicality is key, but style doesn’t have to be compromised. THE ICONIC’s nursery picks balance everyday function with design that feels at home in modern interiors.
Linen House Kids Petite Paris Play Mat$99.99 $34.99
Guess Changing Mat with Bag$149.95 $83.97
Linen House Kids Lottie Cot Coverlet$109.99 $38.49
ergoPouch Sleep Suit Bag$79.95 $59.96
THE ICONIC Birthday Sale runs from September 22 to September 30, 2025. It’s a limited-time event, so if you’ve had your eye on something, now’s the moment to add it to your cart.
Shoppers can save up to 50 per cent off thousands of items, from fashion and accessories to beauty, home and even nursery essentials. Discounts vary by category and brand, but you’ll find plenty of worthwhile deals.
The 2025 Birthday Sale has a wide range of Aussie and international labels – everything from activewear and casual pieces to higher-end designer names. We’ve spotted local brands like AERE, P.E Nation, Camilla & Marc and others, alongside popular global names in fashion, footwear, beauty and more.
Because there are so many brands included, it’s best to check THE ICONIC site directly for the latest brand list and to track ones you love before they sell out.
tart by using filters like “Favourite Brands” to narrow down your search. It’s an easy way to go straight to the labels you love. Adding items to your wishlist also helps you keep track of what’s on sale without endlessly scrolling.
And if you’re after a shortcut, see our picks above – we’ve rounded up some of the standout deals so you don’t have to wade through thousands of options yourself.
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