Over the past two months, we've seen next season's styles on show at Fashion Weeks in Paris, Milan, London and New York.
But hoping to join the list of the world's most fashionable destinations is the Home County of Essex.
Castmembers from The Only Way Is Essex made the leap from reality stars to models today as they showcased some Spring/Summer designs on the catwalk.
Work it! The Only Way Is Essex stars Lydia Bright (left) and Jessica Wright walk down the catwalk at Essex Fashion Week at Fairlop Waters Golf Club in Ilford
Burgeoning fashionista Lydia Bright and pop star Jessica Wright both sashayed down the runway at the Fairlop Waters Golf Club in Ilford.
Bright, who dates co-star James 'Arg' Argent, modelled a string of designs for New Look, Chelce Hall swimwear and also local store Cherie's Boutique in Ongar.
Wright - the long-suffering older sister of lothario Mark Wright - didn't even know she would be modelling until a last minute phonecall this morning from the New Look PR.
Writing on her Twitter, Jessica said: 'Had most last minute random day! Sarah Jane Baynes (New Look PR) calls this morn' can I model for New Look today, did it and now had a few drinks, feeling tipsy.'
Getting ready for summer: Bright shows off her size 8 figure in denim shorts and a cropped top, while Wright looks set for the beach in her tankini
While fashions come and go, it's easy to assume fake tans, hair extensions and French manicures will always be in style in Essex.
On the catwalk today there was plenty of spray-tanned flesh on show as some of the models wore skimpy bikinis and shorts.
right, 20, Tweeted she was feeling nervous and steadied her nerves with a glass of wine.
She said: 'James is calming me down with a glass of Pinot before my second walk for Cherie Boutique.'
If you've got it, flaunt it: Bright shows off a bikini by her designer friend Chelce Hall
For the finale of the catwalk show, Bright wore a flamboyant clingfilm dress and Tweeted: 'Now that's what I call a finale loved being a model for the day got that passion for fashion.'
Also on the catwalk was Sugar Hat bar worker Candy Jacobs, who also appears in the TV show.
Lauren Goodger helped Essex Fashion Week CEO Adam Ryan organise the inaugural Essex Fashion Week last autumn.
Viewers of the first series of the ITV2 show famously saw her snub love rival Lucy Mecklenburgh from taking part in the catwalk show - even though her Forever Unique designs had been worn by some of the models.
Nervous: Bright sipping a glass of Pinot Grigio with her boyfriend James 'Arg' Argent backstage
Goodger further annoyed Mecklenburgh when she asked her then-ex-boyfriend Mark Wright to walk down the catwalk with her - even though they had broken up months earlier.
However, Mark went on to split from Mecklenburgh before Christmas and proposed to Goodger last week - even though they weren't even a couple at the time.
Despite being called Essex Fashion Week, it actually only lasts three days.
Other labels expected to showcase their designs includes Masato, Oooy and Sweet Boy.