Ukrainian brand iCoat, known for its raincoats and accessories made from eco-friendly plastic, has unveiled its new campaign Iconic Trenchcoats. The main protagonist is model Martina Hirsch, who embodies the brand’s philosophy: natural beauty, confidence, and freedom.
The shoot took place in Copenhagen — a city where minimalism and elegance meet openness. This atmosphere inspired a collection that celebrates transparency as a new form of luxury.
“The core idea of iCoat is that you are already beautiful,” explains founder Maria Kosheleva. “The transparent trench doesn’t hide — it reveals your individuality. In a world full of filters and masks, transparency becomes the new luxury. Martina Hirsch perfectly embodies this philosophy — she’s natural, sincere, and strong. That’s the kind of woman we wanted to showcase in the Iconic Trenchcoats campaign.”
A standout feature of the collection is the “smart” raincoat — an intelligent design with a built-in phone pocket that allows messaging without removing the device.
