More than 100 buyers from around the globe will descend on Sanctuary Cove on the Gold Coast from Wednesday to take a peek at Australia’s latest beachwear offerings.
The first Australian swim fashion week - and just the second in the world - hopes to follow in the footsteps of some of the country’s signature fashion weeks.
About 25 local designers will display their wares in front of a celebrity-studded audience.
Ms Stafford, the woman publicly credited with introducing Queensland to the bikini, former surfer Layne Beachley and her INXS rocker partner Kirk Pengilly, and swimmer Giaan Rooney are expected to attend.
Over four days, models will parade the latest designs from fashion houses such as Zimmerman, JETS by Jessika Allen, White Sands and the Karen Nielsen Collection.
The event could prove a gold mine for local designers searching for a global customer base.
Simon Lock, vice president of IMG, which is running the event, said buyers had come from as far away as Guam and Hawaii.
“We envisage that over time this event will gain more and more international attention,” he said.
“We are so fortunate to have the strong support of all the key industry players here in Australia ...
“It will go a long way towards continuing to enhance our global reputation as style leaders.”