British milliner Stephen Jones wears a hat made from an Otago Daily Times and foil as he celebrates with Shanghai model Ding Yi at the iD Dunedin Fashion Show on Saturday night. She is wearing a gold-plated turkey-feather hat originally made for Kylie Minogue. Photo by Linda Robertson
New York, Milan, London ... Dunedin? Organisers say iD
Dunedin Fashion Week is becoming more of an international
affair, while maintaining its allegiance to Dunedin
The 14th annual week-long event finished on Saturday night
with a second iD Dunedin Fashion Show at the Dunedin Railway
British milliner Stephen Jones, this year's iD international
guest, cemented the event's reputation as a global style
The involvement of 10 models from Shanghai also raised the
standard of performance during the iD International Emerging
Designer Awards and both fashion shows.
Committee chairwoman Susie Staley said the event was
''looking strong'' for its 15th anniversary next year.
''Part of this is looking at future international
collaborations, including developing our relationship with
Shanghai, which makes iD even more global in its outlook.
It's getting better every year and we're excited about
growing the event further.''
The ''80-strong'' media contingent dubbed it the best iD yet,
Jones, whose 33-year career included designing for the
world's top fashion houses and showing on runways from Italy
to Japan, praised the professionalism of iD Dunedin Fashion
''It was fantastic because it was a really big production.
Often hats are part of more intimate productions, but at iD
there were lots of lights, lots of models, thousands of
people, ballerinas - and with everything together it was
He brought 33 hats to show in Dunedin, including a
spectacular golden one made for Kylie Minogue and worn during
the closing ceremony of last year's London Olympics.
Comprised of large turkey feathers set in resin and
gold-plated, it prompted a standing ovation from the 1500
people seated along the railway station's 120m catwalk, both
on Friday and Saturday.
Jones brought to iD a fashion calibre not previously seen,
All three major shows sold out, as did a showcase of vintage
garments from the Sydney-based Darnell Collection.
Of the almost 5000 people who bought tickets to iD events,
about 70% were from Dunedin and Otago. The remainder came
from throughout New Zealand and overseas.
Longtime hat collector Deborah Quinn, of Brisbane, was a
friend and client of Jones and travelled to Dunedin
especially to see him at iD.
She said the emerging designer awards and fashion shows were
While international aspects of iD proved highlights of the
week, it remained a celebration of Dunedin style first and
Dunedin labels shown included NOM*d, Carlson, Mild-Red,
Company of Strangers, Charmaine Reveley, Tamsin Cooper,
Moodie Tuesday, UNDONE, Jane Sutherland and DADA Vintage.
School of Design, Otago Polytechnic fashion graduates Rakel
Blom, Samuel Ralph, Tansy Morris, Mandy Myles, Olivia Bloxham
and Samantha O'Reilly also expanded their audience by showing
Associated events, including gallery exhibitions as well as
talks by designers at Toitu Otago Settlers Museum, will
continue throughout this month.
Otago Chamber of Commerce chief executive John Christie said
the iD committee and all involved in the event's organisation
should be congratulated.
The event generated positive national and international
exposure for Dunedin, as well as a direct and significant
economic boost to the city and wider region, he said.
''You definitely notice the buzz around town for iD fashion.
''It has a wide-ranging impact on a number of different
sectors, particularly as events are spread over a reasonable
number of days.''
Fashion week brought about $1.6 million to Dunedin each year,
as well as an estimated $6 million worth of global media
With a budget of about $530,000 (excluding GST), it relied on
sponsorship from the Dunedin City Council as well as various
businesses and organisations.