Fashion Week draws strongest line-up yet

New Zealand's top designers have all signed up to show at Fashion Week this year.

The line-up for the October shows is the strongest in the four-year history of the event.

It was announced at a launch in Auckland last night which heard that 42 designers would hold shows at a new venue, the former America's Cup bases at Viaduct Harbour.

Although the number showing is slightly less than last year, for the first time all of the country's top fashion names are involved.

Among them are Zambesi, Kate Sylvester, Karen Walker, Trelise Cooper, World, NomD, Liz Mitchell, Carlson, Doris de Pont and Liz Mitchell.

New-generation talent will also get a chance to impress overseas and local buyers in group shows.

Among the new designers, television performer Sally Ridge is teaming up with friends under the james&august label to launch a new undergear-cum-outerwear for the younger market.

This is an important year for Fashion Week which, with the involvement as Air New Zealand as naming rights sponsor, is looking to build its business branding. High-fashion is one of the country's fastest growing export industries.

"The focus now ... is to ensure we are consolidating all the work that's been done to raise the profile of the event internationally," says managing director Pieter Stewart.

The business of attracting the right guests has been aided by the sponsor tie-in and the decision of the longer-established Australian Fashion Week to shift its dates to follow New Zealand's event.

This is a coup, making the trip Downunder more inviting to overseas guests, and perhaps an acknowledgment that the swimsuit parade in Sydney doesn't have the edgy appeal of New Zealand's shows.

Fashion Week is aimed at the trade, but the public will get the chance to see edited highlights after the four-days of invite-only shows.

* The Herald, which is involved as a sponsor, will carry comprehensive coverage of Fashion Week.