Red lipstick, high heels and baskets filled with flowers were on display as a group of cyclists cruised down Waihi Beach over the weekend.
About 60 colourful cyclists made the bike ride down from Waihi Beach Hotel to Bowentown as part of the inaugural Frocks on Bikes event.
The national cycle advocacy group aims to get more women on bikes.
Waihi Beach event promoter Anna Schroeder said she had been approached by members of the community for a wide-reaching event.
"Something for the oldies, for the young guys, which was free and fun, but something different and unusual too."
Ms Schroeder said the open course, up to about 5km, would have taken the cyclists up to an hour to complete depending on how quickly they cycled. The course was also left open so riders could stop off and explore different parts of Waihi Beach if they chose to.
"It's a really, really cruisy ride, which is just about showing off the beach and the community we have here, while giving people the chance to dress up, have fun and do some cycling."
Ms Schroeder said they tied in the event with Bike Wise Month, which is New Zealand's national programme of cycling-related activities and events across the country, starting yesterday.
Locals had been really focused on making Waihi a cycle-friendly town, with fundraising from yesterday's event going into establishing beach bike racks, she said. "It's such a family-orientated activity. That is what we are all about here, we are rocking that family vibe."