Mountains are arguably New Zealand's biggest natural assets.

But it was ageing sex symbol Pamela Anderson's twin peaks playing peek-a-boob on the catwalk that grabbed the headlines during Air New Zealand Fashion Week.

Aside from a sarong, she was clad only in a skimpy G-string and stilettos as she strode down the runway to show off her new "vegetarian eco" clothing line.

At the time, the rattlers and tattlers of the gossip world gave her plenty of stick for not wearing a great deal. Who knew a bit of nipple could cause such a ripple?

Publicity like that is gold dust, creating a buzz that Kiwi fashionistas reckon could send style-conscious Aussie shoppers scampering across the Tasman faster than David Hasselhoff down Malibu Beach.

The next event to make the most of the hype is Cup and Show Week (November 6 to 14), which builds on Christchurch's ambition to become the style capital of the already stylish country.

Held in and around the South Island city, it is a chance for social butterflies to have a flutter on the horses, including at the highly anticipated $NZ1 million ($816,000) Magic NZ 2000 Guineas Day.

There are also fashion shows, music gigs and the opportunity to listen to Michael Parkinson waffle on about something or other.

At the centre of it all is Style Christchurch, the catwalk show created by Fijian designer/producer Andhy Blake, which in its two-year life is funking-up the city's reputation as a sleepy garden city.

Blake's vision - one shared by plenty of others - is to put Christchurch's designers and models on the world stage and generally liven up the place.

It is a big challenge; because much of the city still resembles an English market town that my grandma would enjoy - no bad thing at all - but hardly what made New York, Paris and London fashion capitals.

Blake, who moved to Christchurch 10 years ago, says perceptions are changing, not least because Christchurchians are open-minded.

And if anyone can make it happen, it's probably him.

"Christchurch has transformed into a fashion Mecca in the years I have been living here," he says.

"Christchurch and its people embrace changes very well, are great at adapting fast and support events that bring fame to our city."

Some New Zealand designers, like Waikato-based Annah Stretton, have already gained international recognition, as has Liz Mitchell, while up-and-coming whippersnappers like Adrian Hailwood are also cutting a dash, both of whom are Auckland-based.

Best known of the handful of full-time Christchurch-based designers is Koshino boss Takaaki Sakaguchi.

But as any-self respecting fashion diva will know, it is not enough just to have designers and models floating around the place - they have to have cool bars to mince around.

Christchurch has some very funky areas such as the Lichfield Lanes, which the achingly cool are increasingly calling home.

In the lanes area and beyond there are plenty of boutiques stocked with local and overseas designers.

And then once you've finished shopping there are dozens of restaurants and pubs serving excellent food and drink to hang out in.

The fact some of these places exist is, in part, thanks to Denis Harwood, Christchurch's answer to Richard Branson, who has been prepared to back the city with his own cash.

He has invested heavily in style-led accommodation and bars that are helping transform the city's image.

Harwood's brand-spanking-new series of suites, 161 The Hereford, would not be out of place in New York or London.

Designed with a slight leaning towards women, there are pampering suites, family suites and ones with travellers or couples in mind. All of them are stylishly designed, individual, modern and good value.

Affiliated with 161 The Hereford is Octagon Live, a restaurant built in the converted Trinity Church in nearby Worcester Street.

Owned by South African Alan Slade, the venue was launched in December 2006 and the six-course degustation menu costs $NZ110 with wine.

Slade's daughter Natalie sings most nights while around a dozen other musicians perform on and off through the week.

The George, the newly refurbished hotel overlooking Hagley Park, markets itself as a boutique experience. I didn't eat at its also newly refurbished Pescatore restaurant, but it looks impressive.

Mona Vale, the gardens and homestead complex in the middle of the city, is also well worth a visit, even just for a stroll around its fern garden or a punt along the Avon River.

Its restaurant is also decent, with the Sunday roast top notch.

Most of these places will be packed through November and the period around Cup and Show Week, when the bars will be rammed and the after-parties brimming, would be a particularly good time to visit.

For seven days, thousands of visitors will pour in, most probably clutching Louis Vuitton bags.

• The writer was a guest of Christchurch and Canterbury Tourism.