The Iconic, Uber One, and Dentsu Creative have introduced a new collaboration titled 'DeliveRobe' to coincide with Uber One's Member Days. The 'DeliveRobe' was revealed at Australian Fashion Week (AFW) on May 15 at Carriageworks.

Uber One Member Days, running from May 16 to 23, is a promotional event offering deals, collaborations, and special offers for Uber's loyal members. As part of this initiative, the DeliveRobe is a limited-edition, custom-designed robe intended to keep outfits pristine while using Uber services.

A total of 210 exclusive robes will be available to Uber One members starting May 16, with opportunities to win them through the partnership. The robe is designed to protect outfits from spills and creases, ensuring a polished appearance during Uber Eats deliveries.

For members who do not secure a robe, a 15% discount on The Iconic is available during Member Days. This campaign builds upon The Iconic’s ‘Got You Looking’ Masterbrand campaign, which was launched in February 2024.

Chief Marketing Officer at The Iconic, Joanna Robinson, said: "At The Iconic, we’re always looking for new ways to surprise and delight our customers, making every moment with us feel special. Partnering with Uber One and bringing this to life as an official partner of AFW is a natural fit and together, we’re bringing a fresh, fun experience to our customers. The DeliveRobe is a playful nod to the realities of busy, fashion forward Australians and another example of how The Iconic keeps our customers looking."

Strategic Partnerships at Uber, Amber Brown, said: "Uber One Member Days is all about celebrating our most loyal members with exclusive perks and unforgettable experiences. Partnering with The Iconic adds a fun fashion twist to the week, helping us surprise and delight members in new ways across both Uber and Uber Eats."

Dentsu Creative Group Creative Director, Zac Pritchard, said: "We’re on a great run of work with our awesome partners at The Iconic, and the DeliveRobe is another fun example of that. It’s the robe that protects your Iconic looks from Uber Eats delivery, and we're confident it will ‘get people looking’ to sign up to UberOne, but most importantly keep the positive momentum going for the brand."