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Fashion fever hits Dunedin today at the start of iD Dunedin Fashion Week.
This morning, hundreds of label lovers are expected to queue for the fourth annual iD Designer Sale at the Dunedin Railway Station - the first official iD event of the week.
It starts at 9.30am and for the first time is being staged alongside the Otago Farmers Market.
Reduced price garments, samples, material and accessories by Dunedin designers and others showing in the iD Dunedin Fashion Show are on offer.
Last year's sale at the Dunedin Public Art Gallery attracted more than 500 mostly female shoppers, who were allowed inside at staged intervals as a crowd control measure.
Today's sale includes labels Nom*D, Charmaine Reveley, Claire Bloom, DADA, Waugh's, Jane Sutherland, Precious Peg and Zip Me Up.
At the same time, The Vintage Roundup will bring retro garments, accessories and crafts from various Dunedin collectors and sellers together at a pop-up store in Moray Pl.
Although not an official iD event, the roundup was organised to coincide with the many fashion-related events happening in Dunedin at present, organiser Tannia Lee said.
The market-style sale was first held last March and had proved popular, Mrs Lee said.
''It's to celebrate the vintage scene, which is a big part of the Dunedin fashion culture,'' she said.
Also launched to coincide with iD is a new clothing exhibition at Toitu Otago Settlers Museum.
Dunedin dress historian Dr Jane Malthus curated the exhibition using garments from the museum's archives.
It features about 18 pieces, predominantly coats, jackets and capes, as well as hats and gloves.
Dr Malthus said she focused on the cultural formality of outerwear through the decades, from about 1840 to 1970.
''Up until recent times people put on overcoats, hats and gloves to go out into the street and I wanted to reference that piece of etiquette or tradition,'' she said.
Garments include those brought to Dunedin by early settlers, a 1940 musquash fur coat made in Dunedin, and a Japanese-inspired voided velvet cape from around 1910.
The exhibition will run for about 12 months, before it is replaced by a new clothing arrangement in time for next year's iD.