Iceberg debuted on the market in 1974, back in the days when sportswear began marking the biggest mutation in modern patterns of dress and, along with, codes of behavior. For its part, Iceberg set in motion a twofold transformation: not simply sportswear, but knit sportswear.
Iceberg embarked on the challenge by launching a collection of pullovers designed and developed in collaboration with Jean Charles de Castelbajac, then a major budding talent. Gilmar had invited the young creator to work for the new brand and together – as pioneers of the golden age of Italian ready-to-wear – they contributed to forging the country’s future.
A remarkable project requires a remarkable ad campaign. Namely, one featuring a gallery of brand ambassadors of the caliber of Andy Warhol, Carla Fracci, Vivienne Westwood, Luciano Benetton, Franco Moschino (so including fashion personalities who agree to pose for another label!).
Photographer Oliviero Toscani masterminded and pursued the strategy from 1980 to 1986. And while now celebrity endorsement is par for the course in advertising at the time the concept took the scene by storm. With Steven Meisel behind the lens, in the 1990s the ads spotlighted Farrah Fawcett, Sofia Coppola, Iggy Pop and Isabella Rossellini; in 2000, rather, the hot young female rapper Lil’Kim made an outstanding appearance.
Iceberg is synonymous with a dynamic fashion-forward vision reflecting an American Pop Art slant (art genre of which Gilmar owners are avid collectors). This vision comes through in the wide range of products – from watches to shoes, childrenswear to homewear, all the way to exclusive mineral waters – that over the span of nearly forty years Iceberg has created thanks to a keen brand extension strategy.
Originally ideated to meet changing consumer tastes and needs in the aftermath of the late 1960s sociocultural revolution, Iceberg evolved into the true force of a highly autonomous quick-response company still 100% controlled by the founding family.