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Stunning new identity image for Dunedin Fashion Week

Media release: Friday 11 February 2011


Stunning new identity image revealed for 2011 iD Dunedin Fashion Week

Tickets still available to key events – book via

Dark, dramatic and ethereal are terms used to illustrate the creative concept for new iD Dunedin Fashion Week identity image.  The new identity image will be used on all of the promotional material for the 2011 iD Dunedin Fashion Week.

Following on from 2010, the image will be created locally drawing on the talent of Luke Johnston, owner of Dunedin based BrandAid along with the Ali McD model agency. This year Otago Polytechnic fashion lecturer and stylist Margo Barton and photographer Emily Hlavac-Green will be involved in the photoshoot. 

Each year we look to develop a high fashion image which becomes the new identity for iD Dunedin Fashion Week, Margo Barton of the iD Dunedin Fashion Week Committee said.

“This year the photoshoot brings a slightly more surreal element to the identity image. The night shoot combined collection items from designers featuring in the iD Dunedin Fashion Week, in a heritage location and illustrates the fashion style Dunedin is known for – dark, moody but also glamourous and vibrant.”

Luke Johnston said, “The idea was to create a dramatic and surreal feeling with a seemingly gravity defying model floating in a mysterious Dunedin location.”

BrandAid will develop the identity to become a recognisable icon of the fashion week which will feature on all promotional material developed by BrandAid and will appear on the iD Dunedin Fashion Week website.

The compelling new identity features 18-year-old Dunedin model Zoe Cadzow from the Ali McD modelling agency. Zoe will be leaving Dunedin shortly to study architecture in Wellington. Zoe began modelling with Ali McD Agency at 13 years of age.

Ticket update:

Tickets are available at TicketDirect venues Ph 0800 4 TICKET or online at; a booking fee applies.

iD Awards Show – approx 250 tickets available

The iD International Emerging Designer Awards will take place on Thursday 7 April 2011, starting at 7pm.  Front-row tickets $70, second row and raised seating $55, and tiered seating $40.  Tickets include a show gift bag and programme. The event will be held at the Lion Foundation Arena, Edgar Stadium, Dunedin, in front of an audience of more than 1200. Doors will open at 6.15pm.


Friday – iD Show – just over half tickets sold – limited front row tickets still available

Saturday – iD Show – approx 250 tickets available

The 2011 iD Dunedin Fashion Show will take place on Friday 8 April and Saturday 9 April, starting at 8pm, in front of an audience of 1500 each evening. Front-row tickets $110, second row and front-row carriage $90, third row $75, fourth row and second-row carriage $65. Tickets include a complimentary drink, show gift bag and programme. Doors will open at 6.30pm.


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