At ICONI, we don’t just create activewear, we create space for people to be seen, supported, and celebrated. We’re more than a brand; we’re a community built around showing up for yourself and embracing every version of who you are. Our latest campaign, Becoming Her, is one of the most personal and powerful messages we’ve ever shared.
Watch Becoming Her
This video captures the moment it clicks, the moment we stop waiting to arrive and realize we already have. Watch Becoming Her and see the strength, emotion, and truth behind every frame.
What It Means and Why It Matters
Becoming Her is about stepping into your power. It’s about those quiet moments of growth, the days you showed up for yourself, and the strength you didn’t always see but always had.
It’s not about chasing perfection, it’s about recognizing that the version of yourself you’ve been working toward has been within you all along.
The Video: Showing the Shift
In our campaign video, we wanted to visually capture that powerful shift, that moment where everything aligns. The turning point when the internal work shows up on the outside.
It’s not about dramatic transformations. It’s about subtle, yet life-changing moments of self-recognition.
Whether it's lacing up your sneakers when you don’t feel like it, setting boundaries, starting over, or even pausing to rest, that is part of becoming her.
A Note from Angel, ICONI Founder & CEO
For me, Becoming Her is about owning my journey as a woman, a caregiver, a student, and a founder.
When I started ICONI, I didn’t have everything figured out. I still don’t. But over the years, I’ve realized that strength isn't about always being in control, it's about showing up with purpose, even when it’s hard.
There are times when I’m juggling caregiving, pursuing my MBA, and building a brand with a tiny team. I’m doing the best I can with what I have. But somewhere in the middle of all that, I began to see myself differently.
I stopped questioning whether I was enough. I stopped waiting to “arrive.”
On the journey to becoming her, remember you are her. And becoming her isn’t the goal. Realizing you are her is.
We Want to Hear Your Moment
Have you had your Becoming Her moment?
A small win that made you feel powerful? A realization that shifted your confidence?
A moment in your ICONI gear where you looked in the mirror and saw your strength?
We want to hear from you.
Share your story in the comments below or tag us on Instagram @iconileggings using the hashtag #BecomingHer. We’ll be highlighting your moments throughout the campaign.
Behind the Scenes
This campaign was incredibly special to create, and our model, Kristin, embodied the message of Becoming Her with every step.
Kristin connected deeply with the message, and her energy brought this vision to life. She wasn’t just modeling, she was living the campaign. Her strength, vulnerability, and authenticity during the shoot reminded us of what Becoming Her truly means.
You Are Her
We hope this campaign reminds you of who you already are.
Not the version of yourself you think you have to become but the version you’ve been all along.
Here’s to the power of realizing it.
Here’s to Becoming Her.
