An outfit from World's couture range, which iD Dunedin Fashion Show audiences at the weekend were the first to enjoy in its entirety. Photo by Linda Robertson.
The catwalks have been dismantled, but iD Dunedin Fashion
Week is far from over.
Organisers estimate this year's 15th anniversary event was
the most successful yet and anticipate continuing benefits
for designers, retailers and the city.
Thousands of people bought tickets to shows - all sold out -
hundreds attended the more than 30 other events, exhibitions,
presentations and parties, and potentially millions of people
worldwide have been exposed to media and publicity about the
iD committee chairwoman Susie Staley is exhausted, but
All anecdotal evidence pointed to this year's showcase being
the best yet, she said.
Dunedin retailers had reported swathes of shoppers, it seemed
more people had travelled to Dunedin for the event, and those
involved for the first time had nothing but praise for iD, Ms
''It's been huge. We are very pleased. The lead-up was great,
tickets were snapped up much earlier and our guests were
The week went off without a hitch and the use of the Dunedin
Centre and town hall for the first time impressed audience
members, as well as designers, models, guests, make-up
artists, hair stylists and organisers.
Ms Staley said despite the annual growth of iD and its
individual shows, it would not get too big for Dunedin, as
had happened to the World of Wearable Art show, in Nelson.
''When we first started iD we saw WOW as a model because they
started off in a paddock and went from there. But you
couldn't hold the railway show anywhere other than the
Dunedin Railway Station, and as for the emerging awards, in
our view those events are inextricably linked,'' she said.
The iD Dunedin Fashion Show attracted 3200 people over Friday
and Saturday nights, and demand for tickets exceeded
''We have been inundated with people wanting tickets. It's
impossible to say whether we could have sold another show,
but certainly we had direct requests for hundreds more
tickets,'' she said.
The iD International Emerging Designer Awards at the Dunedin
Town Hall had an audience of 1350, and 240 people packed the
Golden Centre mall for the Darnell Collection show.
The Tanya Carlson wedding dress exhibition at the Dunedin
Public Art Gallery has been one of its most popular displays,
and about 120 people attended the designer's talk to launch
The same number listened to World co-designer Francis Hooper
speak about his career and the business of fashion, at the
gallery, and another 100 people attended a panel discussion
about shoes at the Otago Museum.
Breakfast talks with Dunedin designers Sara Munro, of Company
of Strangers, and Margi Robertson, of Nom*D, drew about 50
people to Pier 24, recycled fashion parades by Dunedin school
pupils were supported by more than 100 staff, parents and
friends, and about 500 people sought bargains at the iD
The official iD opening at the Dunedin Centre involved about
250 guests, and more international journalists attended
events than ever before, including five from Shanghai and one
''There has been a real vibe in the city for iD,'' Ms Staley
''We're proud of what we have achieved - taking a one-off
fashion show and growing it into a week of superb fashion
events for the city that attracts crowds from around the
This year we've focused on further growing the international
part of the event, and are looking towards future
international collaborations including developing our
relationship with Shanghai, which makes iD even more global
in its outlook,'' she said.
International guest designer Martin Grant, of Paris, said he
loved being involved, especially as a judge of the emerging
Fellow international guest Lucy Jones, of Singapore, was also
impressed with iD and Dunedin's fashion community.
Although guests and visitors have now gone, the work
continues for organisers.
They will spend the coming weeks gathering data about who
attended, how successful iD was for designers and sponsors,
and whether any logistical issues need to be addressed.