More tickets have been released for the opening night of the Melbourne Fashion Festival, now marking its 20th year.
The event will kick off on Monday night, featuring the largest designer line-up of the week-long festival.
US supermodel and actress Erin Wasson is an international guest for the opening runway, presented by David Jones, alongside local models, TV presenter Jesinta Campbell and Australia's Next Top Model winner Montana Cox.
It will feature collections from Australian and international designers including Phillip Lim, Carven, Ellery, Rag and Bone, Nicholas and Stella McCartney.
Six runway shows have already sold out, while more tickets have been released for the 6.30pm opening event, which had also previously sold out.
As of Sunday, tickets also remained for the second 8.30pm show.
"It's over 3000 people coming down and seeing what is without doubt the largest line-up of Australian designers on the runway," Melbourne Fashion Festival CEO Graeme Lewsey told AAP.
Lewsey says organisers are thrilled so many shows have sold out ahead.
"I don't recall us having that significant momentum in a very long time," he said.
"I think the 20th festival momentum and the fact we've announced our new home at the Melbourne Museum precinct has a lot to do with it."
The consumer-driven event allows consumers to sit in the front row, and if they like what they see, they can simply order it online in real time.
Lewsey says the event has always been focused on the consumer, while other fashion weeks around the world have traditionally been driven towards wholesalers.
But the tide is turning, as social media has taken on a huge presence, leading fashion week organisers to increasingly look to promote goods consumers can buy in the shops, rather than wait until they are in season.
"The whole concept is about democratising it and everyone being consumers of fashion," Lewsey said.
"For 20 years we've maintained that what's on the runway you should be able to buy, so that's been the economic stimulus behind the festival for retailers and the industry."
About 400,000 people are expected to attend the festival and its cultural program.
Showcasing more than 100 Australian designers, organisers dub it the nation's largest consumer-focused fashion, business and cultural event.
The work of Sydney designer Dion Lee will be showcased throughout the week, while other Australian designers will include Victorian labels STRATEAS.CARLUCCI, Scanlan Theodore and Thurley.
The festival, held at the Melbourne Museum Precinct, runs March 7-13.