The event, in its 12th year and showcasing Dunedin's top and up-and-coming designers, introduces fashion followers to some of the best in the business.
Last night it teamed with the Otago Daily Times for its launch, as the newspaper marks its 150th anniversary this year.
About 160 guests filled the former Evening Star printing press room, which Allied Press group advertising manager Paul Dwyer described as "dark and grungy", advising people to stay away from the walls.
They mingled, sipped cocktails, viewed some retro fashion displayed on Ali McD Agency models and were welcomed to a week of fashion-focused activities by iD Fashion Committee chairwoman Susie Staley.
From late-night shopping to vintage fashion archives, jewellery exhibitions and, of course, catwalk shows, the week is busy.
"iD has grown to become what we believe is a very popular and successful event," she said.
She was proud of how it celebrated Dunedin's designers and the city's creativity.
For the second year, two iD Dunedin Fashion Shows will be staged, on Friday and Saturday nights, along with tomorrow night's iD International Emerging Designer Awards.
Tickets to these events are still available.