Mark Devlin, director of Impact PR--the public relations agency responsible for the 2007 event--says Air New Zealand Fashion Week has become an institution and has established itself as a serious business.
No event on the New Zealand calendar other than rugby generates as much interest as Air New Zealand Fashion Week," he says.
Last year Air New Zealand Fashion Week funded travel and accommodation for more than 60 key buyers and more than 20 international media including Paper, Elle, Taiwan Vogue, Dazed and Confused and Collezioni.
They look forward to the event because they know Air New Zealand Fashion Week is their only real way to market to the world and New Zealand in one event.
As more people clamoured for tickets to the trade shows, Air New Zealand Fashion Week saw the opportunity to create a unique event solely for the public and launched Air NZ Fashion Week 4 U--rebranded as Air New Zealand Fashion Weekend for 2008.
Prior to each event, Air New Zealand Fashion Week brand manager Myken Stewart and her team travel the globe visiting key buyers and fashion industry representatives to showcase Air New Zealand Fashion Week.
Being aware of what's happening on the international stage is essential to the success of Air New Zealand Fashion Week.
Fashion icon Trelise Cooper is frank about the impact Air New Zealand Fashion Week has had on her brand.
Apart from the late nights, tears, laughter and chaos, Air New Zealand Fashion Week presents an international sales and marketing opportunity to showcase my winter collection to some of the most discerning and influential 'fashionistas' on the planet.