For immediate release: Monday, 30 November 2009

The 2010 iD Dunedin Fashion Week will close in style as popular demand sees the iD Dunedin Fashion Show expand to two consecutive nights on Friday 12 March and Saturday 13 March 2010.

Now in its 11th year, this successful community event promises to bring together a spectacular line up of designers and emerging talent on the platform of the city's captivating Railway Station.

Key Points

* Sixteen labels will appear on stage this year, including crowd favourites Nom*D, Carlson and Mild Red. New to the iD Show is menswear label Rembrandt and Company of Strangers, who will feature alongside the ever popular Cherry Cotton Candy, twenty-seven names and Charmaine Reveley

* Dunedin designer, Sara Aspinall formed her label Company of Strangers in early 2008 following six years working with Nom*D's Margarita Robertson. Company of Strangers gives second hand clothing a second chance with 2010 winter collection, "Misery Loves Company". Sara is a graduate of Otago Polytechnic.

* The 2010 Capsule Collections will see the return of Iris (Annette Cadogan), Jane Sutherland, Elusiv (Nicola Reilly) and BurtenShaw (Cheryl Burtenshaw) together with new designers Vaughan Geeson, Lou & Ash (Ava Sanders), and Lela Jacobs.

*Vaughan Geeson, originally from Southland, graduated from Otago Polytechnic with a Diploma in Fashion Design. Vaughan relaunched his namesake womenswear label with a range for winter 2009 that was picked up by Japanese store, Boutique Bb. In an exciting return home, Vaughan will show his third season collection, "Winter 2010", at the iD Dunedin Fashion Show.

*Complementing the line up of established designers will be five outstanding collections from the 2009 Otago Polytechnic Fashion School graduates. Selected from a field of 21, the graduates are: Roxanna Zamani, Sophie Hardy, Bailey Meredith, Siobhan Moroney and Brigid Steeper. The graduates will show alongside the winners from the iD Dunedin Emerging Designer Awards.

* The graduate selection panel was comprised of: Tim Pollock (Dunedin Public Art Gallery), Diann Waugh (Waughs), Charmaine Reveley (fashion designer) and Tania Grey (Plume).

* The Otago Polytechnic School of Fashion is renowned for helping to launch the careers of talented new designers. With the collaboration between the Polytechnic, other institutions, the city and the Dunedin Fashion Incubator (Dfi), it is increasingly becoming the destination of choice for gaining a strong foundation in design skills and practical experience needed to succeed in the fashion industry.

* Watch out for further details on the 2010 iD Dunedin Fashion Week, yet to be announced - Emerging Designer Awards Finalists, a special guest designer, judges and VIPs and release dates for ticket sales.

Quotes

Susie Staley – Chair of iD Dunedin Fashion Committee:

"Our announcement of the line-up for the iD Fashion Show is confirmation of our commitment to the iD Dunedin Fashion Week. It's full steam ahead and we are confident of providing a thrilling, engaging fashion week in March 2010."

Victoria Bunton – Event Co-ordinator:

"It will be a spectacular week showcasing the best of established, emerging and new next generation Dunedin and New Zealand fashion designers. With the iD Show now taking place over two evenings we hope it will encourage anyone who hasn't had the opportunity to attend in the past to be part of the iD experience. The iD Fashion Show will be an event to remember, with an iconic special guest designer yet to be announced."

ENDS

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Fashionistas in search of some gift ideas gathered last week to watch CocoWalk's Holiday Preview Fashion Show.

Coconut Grove resident Tatiana Seletskaya and her 19-year-old daughter Sophia were among several locals who turned up to see models strutting their stuff down an 80-foot-catwalk.

The models were clad in a bevy of styles and brands from retailers in the outdoor mall.

``I loved the dresses they were modeling,'' said Sophia Seletskaya. ``Especially the one with black ruffles.''

Her mother Tatiana was also gushing over the fancy frocks that were showcased.

The hour long show featured everything from couture clothing to surf apparel to budget-friendly accessories.

Models sashayed in chic resort wear from Palm Produce, head-turning frocks from Divine Fashions and athletic gear from Sportive.

Also previewed were designs from GAP, Maui Nix Surf Shop, White House/Black Market, Divine Clothes and eyewear from Edward Beiner.

Stephen Licata, the owner of Palm Produce, said he was excited to debut his shop's new swimwear collection, but disappointed with the sales.

``We had such a nice turn out last year and people came in and shopped after, but this year we made less than a $100,'' he said.

Licata who suited up models in swimwear labels like Trina Turk, and Gottex believes there were key factors for such a low audience attendance.

``I think we needed more publicity, signage and maybe because the movie theater is now closed we had less traffic,'' said Licata who recalls last year's event attracting more than 200 people.

Several other shops like Sparkle Plenty which offered a discount to members in the audience also had low sales. And shops such as Azul Boutique dropped out last minute, closed their store and relocated to the Village of Merrick Park.

Few retailers benefited from the show which was put together to help give gift ideas and generate sales.

One store owner who did profit was Ana Ortega, whose shop, Divine Fashions.

``For us it was a great success. We sold a lot of the same dresses we featured in the fashion show,'' Ortega said. ``I think it's because of our low prices and the fact that now a lot of people are into buying evening wear for holiday parties.''

Ortega also added that she is already planning to participate in a February fashion show with the outdoor mall.