Black Friday is almost here, and if you’re anything like me, it’s the one time of year I allow myself to shop with both eyes open and zero guilt.
The Iconic has become my go-to for building a wardrobe that actually works. Think pieces that feel effortless but are always put together, whether it’s for a brunch, a meeting, or a weekend getaway.
But rather than getting caught up in impulse buys, now is the perfect time to focus on pieces that will carry you through season after season. Nicole Adolphe, Head of Style at The Iconic, agrees, sharing some of the brands she recommends keeping an eye on this Black Friday.
“Black Friday is a great opportunity to explore brands you’ve been eyeing off, whether that’s investing in a designer piece or discovering something new,” she told WHO.
“I’d keep an eye on Reformation and Faithfull for beautiful summer dresses and effortless holiday dressing, while CAMILLA AND MARC and Shona Joy are fantastic options for elevated occasionwear and timeless pieces that you’ll keep coming back to.”
When it comes to versatile everyday staples, Nicole suggests looking at AERE and Atmos&Here, particularly for linen sets, relaxed tailoring and elevated basics that can be styled in so many different ways.
“I’d also look to brands like Lioness, SNDYS and Motel Rocks for more trend-led pieces, statement silhouettes and styles that tap into what’s happening in fashion right now.”
For something a little different to add to your summer wardrobe, Kivari and Palm Noosa are also worth a look, with their playful prints, pops of colour and statement dresses.
And if denim is on your shopping list, you can’t go past Levi’s and Abrand, while COS and & Other Stories are great for modern wardrobe staples and everyday dressing.
The best Black Friday sales at The Iconic in 2026
The Iconic’s Hack Friday sale runs from November 6 and ends 6.59 am on November 17.
Currently, there are offers of up to 50% off across fashion, beauty, footwear, sport, designer and more.
And because I can’t resist a good sale, I’ve pulled together all the pieces you actually need.
The best fashion buys from The Iconic
I actually own these exact Levi’s jeans in two different washes, and they’re easily my favourite style from the brand. As for what’s currently on my wishlist? Those barrel-leg pants from AERE are calling my name.
Levi’s Loose Taper Jeans
AERE Organic Cotton Barrel Leg Pants
Kivari Posie Maxi Dress
CAMILLA AND MARC Elaris Maxi Dress
The best beauty buys and accessories from The Iconic
“Accessories and beauty are also worth keeping on your radar,” said Nicole. “Designer sunglasses from Miu Miu and Prada are high on my wishlist, while Alias Mae and Billini are great options for summer footwear. And for beauty lovers, Black Friday is a great time to revisit favourites from brands like Medicube, Biodance and Benefit Cosmetics.”
Medicube PDRN Pink Peptide Serum
Billini Yamira Sandals
Miu Miu MU06S
Benefit Cosmetics Benetint
Yes, and it’s a big one. The Iconic always goes all out for Black Friday, dropping sitewide deals across fashion, beauty, home, and accessories.
Think designer pieces, trending sneakers, and wardrobe staples all marked down at once. Last year’s sale saw up to 50% off some of their biggest categories, including 30–50% off dresses, 40% off footwear, and 20–30% off beauty.
Even home, tech, and audio were marked down (yes, your wishlist and your living room got an upgrade).
One of Nicole’s biggest tips is to get your wishlist organised before the sales kick off.
“The Iconic has some great tools to make shopping easier, whether that’s saving your favourite pieces and brands, creating Wishlist Boards for different occasions or using Snap to Shop to find a look you’ve spotted and loved. It’s a simple way to keep track of what you want and make more considered purchases.”
Another thing worth doing before you start shopping is checking your loyalty benefits. These extra perks can make a real difference, particularly if you’re shopping for multiple occasions, updating your wardrobe or getting ahead on your Christmas gift list.
