Dunedin has an established reputation for having a subculture conducive to producing uniquely creative fashion design.
Dunedin's top designers are growing from strength to strength nationally and internationally. The city's emerging designers ensure continued media interest and acclaim while breaking into new markets.
In 1999, recognising the huge potential in this sector, a group of local fashion designers initiated an annual fashion event to celebrate their key successes, profile the Dunedin environment, highlight its unique pool of creative talent and encourage upcoming designers of the future.
In 2000 a non-profit incorporated society – iD Dunedin Fashion – was formed. The show was shifted to the Dunedin Railway Station Platform and taken to another level.
This was achieved by running a single consumer fashion event in a unique heritage building showcasing 15 individual designers. These changes saw a substantial increase in the amount of media coverage and the audience numbers.
The event has since grown into a week-long celebration of fashion events that are accessible to the public.