Airlie
Amelius
Amuse society
Auguste The Label (having “the label” attached at the end does not make it good quality especially not at $100-$300 a piece)
Bardot
Bless’ed are the meek
C/meo collective, We are kindered (pains me to list them here as I use to be a fan two years ago but their clothing have gone downhill)
Closet London
Dahli
Dark pink
Delphine (this is more hit or miss)
Double trouble gang
Everly collective
Faithful
Forcast
Fresh soul
Guess (their bags and denim are alright (still crazy overpriced) but other apparel are cheap)

* these are just brands based on my personal experience so I might have missed other brands

* I did not include brands like Atmos & Here, MNG, Forever New, and Topshop because those are clearly fast fashion brands and I understand some people need more affordable clothing, just take note that these are also somewhat low quality clothing and I always encourage people to invest in something slightly more pricey but will last

* does not include sportswear, swimwear, plus size exclusive brands, or maternity wear as I have no experience in any of those

Some of the comments hat have appeared here are really quite atrociously rude, but at the same time I kind of agree with some of them.

The amount of people spamming this site repeatedly with the exact same suggestions or with useless ones are really terrible. There should be a regulator or mod for these sort of spammy or useless comments. I mean if you have a suggestion just post it once. Not 500 times. And when you type in a comment you can see similar comments appear below so you already know you’re posting spam and redundant comments and yet you still keep posting it. That's so inconsiderate for people with other suggestions to make the site better. Post it once so people with the same mindset can upvote it and that should be that.

The rude comments are also problematic a moderator would be nice so all these problems above can be removed and actual useful suggestions will remain on the site for admins to look at and consider.

- better birthday voucher, I rarely feel inclined to use my birthday discount as I don’t think it is very different from waiting for a sale. Maybe 50% discount on any single item would be better. Store credit that can be saved up would also be pretty nice.

- shoes with actual feet modelling them instead of just the product on a plain background, they are difficult to properly visualise otherwise

- more models modelling lingerie

- better photography lighting, I remember buying a pair of shoes that look silver but turned out to be mid grey.

- loyalty points in exchange for store credit to make purchases with would be nice. I’ve been a loyal customer of the iconic for 4 years and spend thousands a year on the site. It would be nice to get a little something back based on how much you spend or maybe have spending levels for example spending $500 in a year will be level 1, spending $850 a year will be level 2 etc.

- a printed returns card to make returns easier. Not everyone has time and easy access to a printer.

- longer times for returns. 60-100 days is ideal.

- for non returnable items please allow size exchange because the sizing charts are not always accurate.

- maybe an “exclude” check box in the filters. I’m not a plus size so plus size brands do not interest me and they clutter up the preview thumbnails whenever they are brought in since I sort by New items.

- some solid gold jewellery instead of gold plated as I have allergic reactions to gold plated jewellery.

- more timeless, classic, unique styles would be nice, brands like Sandro, Maje, Saba, Friend of Audrey, Maison Margiela (coats), Camilla and Marc, Hansen & Gretel (their slip dresses are especially nice), Acne studios (floral hosiery like Black / Purple Niola S Flower), Yohji Yamamoto (coats), the great eros (lingerie and sleepwear)

- please bring in less low quality rip off brands like Free People

- better clothing curator. Some of the brands have really nice clothing items but you end up bringing in the worst looking times in the line. Some items just straight up make me go wtf, who would ever wear that?