Iconic (2024)

Makeup guru Rose (Emma Jade), faces hate mail from a rival artist following controversy after a beauty product she’s endorsing causes customers to develop wounds on their faces. After falling into a toxic love spiral with Lily (Alyssa Anthony), Rose slides down a dangerous rabbit hole of drugs, paranoia and jealousy until she hits an unimaginable rock bottom.

This independent feature from writer/director Matthew Freiheit is a visual feast with lashings of neon, a great colour palette and striking imagery. The tone mirrors the story well, playing into the online false identities many of us see daily and our apparent obsession with striving for perfection and acceptance.

The movie has clear messaging behind its narrative, but the story is hard to decipher at times with various vignettes woven through the film making it a little hard to track where the story is heading. I feel this had a real opportunity to make a statement about the issues and messaging behind the story, but this falls slightly off the mark.

The film progressively becomes more psychologically damaging with some violent scenes as we’re set up for what should be a great climax. But instead of opting for a real showstopper, the film limps off with a series of social media screenshots and texts. The third act really misses the aesthetic flair a film of this nature could achieve, and I wonder if this could have been due to limitations outside of the filmmaker’s control.

Overall Iconic is a great watch for the visuals and perhaps a younger viewer than I would find some relatability with the main character. This is definitely a director to keep your eye on as there are some great fundamental ideas and I'm excited to see them hone their craft further.