Southern Style

Sixteen labels, 3000 spectators and a host of makeup artists, media and sponsors join together to make  iD Dunedin Fashion Week happen.

The 3000-strong audience gathered along the 110m long runway of the Dunedin Railway Station for the 12th iD Fashion Week in Dunedin from 5-10 April.
As well as a strong line up of established NZ fashion designers the iD shows featured the winners from the iD International Emerging Designer Awards which took place on Thursday, 7 April 2011. First place was awarded to Kate Bolzonello (Royal Melbourne Institute of Technology, AUS). Second and third place winners, Shenaz Engineer (Queensland University of Technology, AUS) and Sarah Mok (Sydney University of Technology, AUS) and winner of the coveted Mittelmoda prize, Marie Kelly (Massey University, NZ).
The iD Dunedin Fashion show on Friday night was hosted by Carol Hirschfeld who also teamed up with co-host John Campbell to entertain the audience on Saturday night.
For over a decade this event has been taken to an international standard under the direction of Chair, Susie Staley.
Susie brings a wide range of business and corporate experience to iD Dunedin Inc. Susie is a property and business lawyer, and partner of Staley Cardoza Lawyers.
What role did you have in the inception of iD Dunedin Fashion Week?
For the first few years it was a pretty low key get-together of designers which I had nothing to do with. They decided to form an incorporated society which I was not an inaugural member of but I was an advisor. In 2001 I was asked if I would be interested in becoming chairman. I thought it would be great for Dunedin but I had no idea how big it would get.
What experience did you have that made you a viable candidate for his role?
I’m a former president of the Chamber of Commerce in Dunedin…. and I spend far too much money in shops.
What do you remember about your first iD Dunedin Fashion Week?
The first time I was involved was also the first time models walked down the platforms at the railway station. We didn’t want to hold a fashion event of its kind in the Town Hall and somebody suggested we have it at the railway station. It was funky but very difficult. There were lots of smashed glasses and logistically it was a mess. Twelve years on we’re still learning every year the things we need to do differently.
How did the event grow under your direction?
Dunedin has a reputation of being a fashion hub; especially with the Otago Polytechnic Design School in our midst. When I came onboard I had a more long-term vision. I presented the problem of ‘what if we ran out of designers?’ Soon the committee realised it could be much bigger than showcasing local designers only.
How does iD Dunedin Fashion Week vary from New Zealand Fashion Week?
New Zealand Fashion Week (NZFW), as people know it now, did not exist as I remember it back then. NZFW is a private enterprise run by Pieter Stewart and Co.  Auckland gets all the publicity as it’s a much bigger centre and it’s run by a commercial organisation.
NZFW shows new collections whereas iD has more of an emphasise on items that the public can go into stores and buy right away.
Also people pay to go to NZFW so they expect some bang for their buck.
April was chosen for the convenience of designers, media and judges who may be away at other fashion events and, of course the weather.
How do you attract sponsors to event such as this?
We have core group of sponsors that have been with us since the beginning and we don’t have a sponsorship person – we all take charge of that role.
As an event manager, what responsibilities are yours during the event?
We’re only a six member committee and only have so many arms and legs. My jobs tend to be hosting our guest designers, speeches at the opening and chairing some of the events. I’m certainly very tired by the end of the week.