To celebrate the 29th edition of Australian Fashion Week, Uber One teamed up with The ICONIC to recruit new members and save outfits from late-night food disasters. Why a robe? Because whether you’re an influencer, a model, or a regular human with sauce-stained regrets, we all know the pain of ruining a good look with a rogue kebab. Enter the DeliveRobe: the robe that protects your ICONIC outfit from your iconic mess.
We started from scratch, because no one was making a robe you’d actually want to be seen in and spill spaghetti on. So we teamed up with clothing manufacturers to create one that’s comfy, stain-resistant, wash-friendly, and weirdly chic. It’s haute couture you can get sauce on.
We took it for a ride and challenged models attending Sydney Fashion Week to see if they could chow down UberEats meals on the way to their runway walks in the back of an Uber. We had slips, slurps and 1-star ratings, but the robe pulled through - each model walking a show in pristine, sauce free wardrobes.
We spread the word through outdoor and social, turning heads and turning sauce-proof threads into reality. During Australian Fashion Week, people could score their own DeliveRobe by signing up and scanning a QR code plastered across the city and their socials. High fashion meets high-function with a dash of garlic sauce.
