Reputation puts show on map

The growing reputation of the iD Dunedin Emerging Designers Show for producing fashion designers who go on to great things meant Dunedin was a must-visit for Vogue Australia's online editor.

Damien Woolnough arrived in Dunedin yesterday, was at the emerging designer show last night and will be at the main show at the Dunedin Railway Station tonight.

"I have heard great things about [iD fashion week]. It is building a reputation for being the starting place for a lot of people who have gone on and done great things.

"It is always exciting to see people at the start of a career."

The Vogue Australia Website, which is viewed by about 990,000 people a month, has just featured Paris Fashion Week and will next week feature Melbourne Fashion Week, but the growing importance of the emerging designer show meant it was worth a trip to Dunedin, Mr Woolnough said.

He had not been to the city before but was excited about visiting the boutiques and tasting the city's great coffee.

Mr Woolnough said New Zealand and Australia shared much the same market for fashion, so it was important to see the emerging talent in New Zealand.

The fact the shows in Dunedin were for the public meant there was a great level of engagement, and the public could get an insight into the creative process of a designer.

"For the audience it can be tough as they think `I'm not going to be able to wear that to the farmers market on a Saturday morning'."

But for the designers it gave them a chance to show all their skills and creativity, he said.

Mr Woolnough, who is being hosted by Tourism Dunedin, is in the city until tomorrow.