The fashion world is often stereotyped as self-obsessed and aloof.
Not in the Bay. This month, the Bay's top fashion names are grouping to raise money for a special little boy, 3-year-old Chace Topperwien, of Whakatane, who is suffering from leukaemia.
The fashion show, held at Mills Reef Winery on June 15, is being organised by Kelly Coe of Augustine International.
Locals will be treated to previews of the spring and summer collections at leading local boutiques Augustine, Repertoire, Sisters, Evolution, Blak Basics and Moochi.
Proceeds will go to Chace's family who, since March 2010, when Chace was diagnosed with a rare and aggressive form of leukaemia just days before his second birthday, have been raising money for his treatment.
Kelly is not personally connected to the family but was inspired to help.
"Chace is a Bay boy and I think as soon as you hear his story you want to help out," she says. "I don't know him personally. In fact, I have never met him or his family. I was approached by his team of fundraisers to give an item of clothing for an online auction. But that just didn't seem like enough for such a courageous and inspiring family, so I decided to organise a show and raise as much money as possible for him. As soon as I watched his YouTube clip, I was so touched by him and his parents that I really wanted to help in some small way."
As Kelly talked to colleagues in the fashion industry, the idea snowballed.
"Other local retailers were excited to come on board. There will be some amazing labels on display and the guests will all be the first to see these collections in the country, so that's fun. It went from being a small show to a 300-guest show at Mills Reef, who has donated the venue."
Sisters Boutique owner Rodelle Payne adds:
"It is such an amazing cause that we were honoured to be involved. For the runway we will be showcasing our key winter collection and also some hot hair styles.
"It will be a fantastic night and we hope to see a full-house in support of the event."
Debi Bowker, a director of Repertoire says, "Where we can we always try to support a cause close to our hearts. We are delighted to be associated with other local fashion retailers in support of little Chace.
Kelly says she was amazed at how the fashion community came together. "The show is set to be a great night. We have an amazing line-up. I am excited to not only see my new collection on the catwalk but also what gorgeous things the other boutiques have for the new season."
There will be bubbles on arrival, nibbles, live music, DJs, goody bags, auctions.
The show will feature local models and a spectacular MC.
Tickets are now sold out.