As feathers are preened and camera lenses are polished, designers showing at this year's New Zealand Fashion Week are scrambling to put the finishing touches on their collections for the runway.
And while the street style snaps outside the shows provide entertainment during the week, what's most important are the blood, sweat and tears that have gone into preparing for each collection.
As usual, a mix of Fashion Week veterans and industry newbies are on show at the event's 13th year, with an offering sure to cater to the tastes of even the harshest critics.
Twenty Seven Names is first on the schedule at 11.30am today, followed by crowd favourites Zambesi, Trelise Cooper, Stolen Girlfriends Club and Salasai throughout the rest of the week.
But the ones to watch are the younger designers who are still taking their first steps into the scene, offering fresh ideas to New Zealand's small, yet promising, fashion plate.
Expect big things from Wellingtonian Lela Jacobs, who, despite already offering seasonal collections over the past few years, is making her Fashion week debut with a show this afternoon.
Jimmy D, Miss Crabb, Kowtow and Thistle Brown also look promising as part of a host of designers in a fashion installation alongside some of the country's best photographers tomorrow.
While the events over the next three days are for industry insiders only, the public can get their sartorial fix through the in-season shows over fashion weekend too.