An intuitive idea of Giuliana Marchini Gerani and her husband Silvano led in 1974 to the creation and debut of Iceberg. These were years when sportswear began sparking the biggest change ever in modern patterns of dress and, along with, contemporary codes of behavior. Iceberg launched a dual revolution by introducing the concept of knit sportswear.
With the arrival of budding Parisian talent Jean-Charles de Castelbajac, 23, the brand set the fashion world on fire with an all-knitwear collection inspired by Pop Art. This in turn triggered the extraordinary communication strategy behind photographer Oliviero Toscani’s breakthrough “I Contemporanei” ad campaign featuring shots of some amazing figures — among others, Vivienne Westwood, Franco Moschino, Andy Warhol (still today a source of inspiration for the brand) — in statement Iceberg sweaters.
With Steven Meisel behind the lens, in the 1990s the ads featured the likes of Farrah Fawcett, Sofia Coppola, Iggy Pop and Isabella Rossellini in a new story: “Gente di oggi” (People of Today). Business kept growing in the 1990s as Iceberg focused both on global distribution and on innovative style thanks to designers such of Marc Jacobs, Anna Sui, Dean and Dan Caten, Gianbattista Valli. Brand extension products as well have made a significant contribution to the consolidation of Iceberg. They include eyewear, a fine range of fragrances, childrenswear under the label Ice Iceberg, as well as Iceberg mineral water.
Forty years after the brand’s memorable debut, ICEBERG is heading in a fresh direction with the new designer James Long for the women’s and men’s lines.