Case Study: 2009 Southern Trust iD Dunedin Fashion Week
Event:The 2009 Southern Trust iD Dunedin Fashion Week
Venue: Various locations in Dunedin City
Client: Dunedin Jewellery Society and iD Dunedin Fashion Committee
Group: Dunedin Jewellery Event -250 invited guests and media/iD Fashion Show 1600 attendees
Date of Event: Tuesday 10 March - Saturday 14 March 2009
ARMSTRONG PRESTIGE "ORNATE" DUNEDIDN CONTEMPORARY JEWELLERY CELEBRATION
Event Execution
Dunedin contemporary jewellers are well regarded both nationally and internationally.
The event was designed to recognise the contribution Dunedin's established and emerging contemporary jewellers make to the cultural and artistic heritage of Dunedin.
Additional goals of the event were to raise awareness of other jewellery based events that jewellers were holding during the fashion week as well as exposing jewellers to visiting national and international media.
Sixteen established and three emerging jewellers were asked to create new collections that could be shown on two models who would be mingling amongst the audience. This format has proved popular with other jewellery events where audience memebers are able to meet jewellers and get to touch the jewellery in an intimate, informal setting.
The event was held at the dealership of Armstrong Prestige who have been loyal sponsors of the Dunedin Jewellery Society for a number of years. This venue provided an elegant, spacious environment for both jewellers and audience members to mix.
As well as being able to try on the jewellery, audience members were able to purchase jewellery on the night if they wished. This was also popular with several sales being made on the night.
Special Touches
The addition of having three emerging contemporary jewellery students from the Otago Polytechnic School of Art has proven very popular with other jewellery based events. Jewellery students add a freshness and diversity that is well received by audience members and media alike.
Talented Dunedin singer Emmanuelle Gomez provided vocals for the night with her own individual style which has awarded her aclaim both nationally and internationally.
Cocktails created specifically for Ornate were made by Alcome, a unique mobile bar and these proved extremley popular with audience members.
A publicity plan was implemented to ensure the jewellers received as much attention as possible during The Southern Trust iD Dunedin Fashion Week.
Many jewellers were encouraged to hold their own open galleries and jewellery based events following "Ornate" and these were promoted and publicised at the event resulting in further promotion for the artists.
Television interviews, media meetings and open galleries were all held to promote and raise awareness of jewellers in Dunedin.
iD FASHION SHOW
Tammy Jackman has been involved with the Southern Trust iD Dunedin Fashion show (formerly Vodafone iD Dunedin Fashion Show) for a number of years - for the last two years in the capacity of Backstage Manager.
Event Execution
In the role of backstage manager, accountability lies with aspects of the coordination of "behind the scenes" teams and activities including liaision with hair and makeup teams, models, designers and general run and flow of events on the night.
Planning for the show starts months in advance with ongoing coordination and liaison with event organisers to ensure all aspects of the show sequencing and preparation is covered.
Care needs to be taken with aspects such as scheduling of model fitting times prior to the show to allow for designers to fit all garments correctly before the night. Being able to be adaptable and think on your feet is a requirement of being able to do the job well and accommodate everyone's needs.
The 2009 show a total of 23 designers showcased work on the 110m long catwalk with 50 models being required for the show. A backstage crew of approximately 100 people were present with the Backstage Manager being the main point of contact on the night.
