The Mercedes-Benz Fashion Festival (MBFF), now in its sixth year, starts today and runs through to Friday, by which time more than 60 designers' spring/summer collections will have been shown at ticketed events at a purpose-built marquee at South Bank as well as free parades in the Queen Street Mall.
The festival also incorporates a series of lectures, lunches and a glamorous wrap party scheduled for Friday night.
While it is a chance for shoppers to attend glamorous events and see first-hand the offerings of their favourite designers, the festival is also vital for retail in tough financial times, said director Lindsay Bennett.
"Some people may say this is a frivolous exercise. I totally disagree with that," he said.
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"It's not a small operation and the investment to stage this event each year grows."
While tickets to events range in price from $30-$125, the festival was "not a big money-maker", Mr Bennett said.
The State Government contributes less than $100,000 to the event, along with a host of corporate sponsors.
Designers pay $3000 each to take part in an MBFF show alongside other designers, which is a fraction of what it costs to stage a parade at the annual Australian Fashion Week, Mr Bennett said.
The pay-off, they hope, is immediate sales on the back of their shows.
Last year's festival alone generated reported retail sales in excess of $4.35 million for Brisbane retailers, he said.
"I think what we've been able to do (with the festival) is provide a great platform for fashion in the city and the state," he said.
"My long-term plan is to ensure our festival remains relevant and continues to grow and we become the primary destination for designers to showcase summer to the country."
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