Preparations are well in hand for the forthcoming silver anniversary of the Hokonui Fashion Design Awards. Jude Hathaway reports.
In just eight weeks the 25th anniversary of the Hokonui Fashion Design Awards will be celebrated in style at the Gore Town and Country Club in the Eastern Southland town where it all began.
Entries close this week and late entries on June 4. It's then that hectic final preparations begin.
Once again it's a two-night affair (July 26 and 27) to satisfy the clamour for seats from a general public that loves the fashion flair, the artistry, the colour and the competitive edge of an awards event that has become a highlight of the national fashion design calendar. And to mark this special year a Silver category with an ''Anything Goes'' theme has been introduced.
Total prize money is around the $35,000 mark - the highest yet.
In today's fickle world the event's staying power is an achievement that deserves to be shouted from the peaks of Gore's landmark Hokonui Hills.
But, at the same time, this significant milestone has a bittersweet quality.
For Heather Paterson, the show's executive producer of 16 years, is fighting oesophageal cancer. Having beaten breast cancer 12 years ago the December diagnosis was something she and her family had no wish to hear.
This is an insidious form that is inoperable and incurable. It is, however, treatable and Mrs Paterson, who turned 59 earlier this month, has been receiving regular chemotherapy at Mercy Hospital, Dunedin since last December.
In Dunedin with her husband, Wade, last week for further treatment - to which at this stage of her palliative care she has responded remarkably well - she talked about the many high points that have punctuated the awards event's growth over the years.
Her association with it traces back to 1988 when it was started by 4ZG, the local radio station as a community ''make-and-model'' event in which she modelled her own entry. Nobody then had any inkling it would become a national event and the longest-running fashion awards competition in the country.
As Mrs Paterson pointed out: ''Its value lies in the challenges and opportunities for amateurs, including design students, with a flair for fashion design.
"Finalists have their work judged by a panel of top professionals in the fashion industry and aired in front of live audiences with further exposure through print, television and latterly the social media.''
Since she took over the role in 1998 she has lived and breathed each annual awards event for 10 months every year.
''I've loved the work and count myself lucky that I've been able to do something I really enjoy. Not everyone can say that.''
Watching fledgling designers who have participated in the event go on to build careers in fashion design is particularly rewarding. Among the long list are three designers now domiciled in Dunedin.
Charmaine Reveley has her eponymous label, Gemma Ward has her Gemma and Gem Maternity labels and Elise Barnes, formerly of Undone, is establishing her new label for 2014. Models too have been approached by national agencies in the wake of shows.
This year it has been necessary for her to step back, leaving others - particularly those in charge of wardrobe, choreography and stage management - to take charge of many of her tasks.
Unpacking and cataloguing the expected 250-odd entries, auditioning models, fitting garments on models and preparing entries for the judging panel are among these.
After the awards an intense three weeks is spent in returning all the entries and tying up loose ends. The work is physical and painstaking.
Interestingly, she has never seen any of the shows during her stewardship. She has been far more comfortable backstage seeing that everything runs smoothly. It will be the same this year.
''This time Heather will be the conductor holding the baton,'' said Mr Paterson, who as assistant to the director - and her wingman - is also taking on a greater workload.
Although the couple sold their farm in 1998, they continue to live on several acres of the Wendonside property. Mr Paterson is territory manager for BASF but is taking leave this year in the lead-up to and wind-down of the awards.
''The show's ongoing success is also due to the enthusiastic band of volunteers,'' Mrs Paterson pointed out.
About 15 women from Central Otago to Riverton, Invercargill and Gore have consistently put their hands up. They work as a team. The dynamics are right.
She is also thrilled every year with the enthusiasm of judges, who have included some of New Zealand's fashion industry elite, such as Margarita Robertson and Liz Findlay, who are on this year's panel.
''The calibre of the judges adds much to the show's credibility and helps maintain the high standards of entries.''
Sponsorship is a continuous challenge.
''The major sponsor, the Mataura Licensing Trust that has been with us 16 years now is fantastic,'' Mrs Paterson said.
This year MediaWorks is also on board as a major sponsor.
And every year there is constant fine-tuning to ensure the event is polished and professional.
''About five years ago we were aware it had become too long and we cut it back by over an hour.''
Careful selection of the 35 models who present the 200-odd finalist outfits is imperative given the wide media exposure, she pointed out.
Right now rest is crucial for this Southland battler, but this does not stop her busily formulating new ideas for next year's show.
She is also helping arrange for a display of winning outfits from as many years as possible to be held to mark the silver anniversary at the Mandeville Aircraft Museum throughout July.
And, if she has her way, she will be at both nights - backstage with her team, of course - doing what she does best.
Be there
Bookings for the 25th anniversary of the Hokonui Fashion Design Awards open on June 27 at the Gore Visitor CentreStrictly Design Night: Friday, July 26, at 8pm, tickets $40Hokonui Gala Awards Night: Saturday, July 27, tickets $75 general admission, $95 corporate
Landmark years at the Hokonui Fashion Design Awards
• 1988: Radio 4ZG starts the Hokonui Fashion Design Awards.
• 1990: A more professional show, with first prize valued at more than $2500.
• 1991: Not held.1992: New-look awards at St James run by a committee of five. 42 entries.
• 1994: Awards run by Biddy Kerr and Viv Mountney. 49 entries, $3300 prize money.
• 1996: Biddy Kerr sole convener with H. Pryde and D. Beale as assistants.
• 1998: Heather Paterson becomes convener. 64 entries, $5275 prize money.
• 2000: Date changed to July. 82 entries.
• 2002: Awards shift to Gore Town and Country Stadium. 113 entries, $8050 prize money. Executive committee of Heather Paterson, Tony Parish, Rose Crawford, Jessie Dickie and Wade Paterson formed.
• 2004: Introduction of two shows. 194 entries, 240 garments, more than $10,000 prize money.
• 2005: Peugeot becomes naming rights sponsor. There is also a major cash contribution from the Mataura Licensing Trust.
• 2006: Major sponsors remain the same. Southern Institute of Technology becomes models sponsor. Total prizes now $24,000.
• 2007: SIT withdraws model sponsorship.
• 2008: 20th anniversary. Mataura Licensing Trust increases sponsorship. Catwalk showing of 13 of the past winners' designs, the other six winners' garments shown on big screens. Several past judges make trip for 20th anniversary celebrations.
• 2009: Peugeot gives up the naming rights to the awards after four years' involvement. Avant Garde section added. Westpac increases sponsorship.
• 2010: Schools section introduced, attracting 40 entries from throughout New Zealand. Steampunk section introduced
• 2012: Total prize package now exceeds $34,000. Heather Paterson interviewed on Good Morning show. Town ''buzzing''.
