THE first Penarth Fashion Week in support of the RNLI was launched this week.

At the event at Etc on Stanwell Road on Monday (September 11) local businesses and designers gathered to officially launch the initiative thought to be the biggest fashion event put on by an RNLI branch anywhere in the UK.

The signature RNLI dress which was specially designed for the occasion was unveiled on the night.

The initiative, which was originally due to from October 9 until October 14, will now run from October 6 until October 20.

Philip Lay, one of the deputy launching authorities at Penarth Lifeboat Station who was at the launch event said: "We are so grateful to local companies that are supporting this great series of fundraising events.

"The whole of fashion week shows how members of our local community come together to give us much needed support whenever we ask for participation.

"The week long programme includes something for everyone, and we hope that they will all be fully supported by the community at large."

There will be a number of events being held around the town starting at The Queen B Boutique in Stanwell Road will host a fashion show on the Monday followed by an after party at Etc.

Women's fashion store 'Ginger's', hair salon 'Blu Hair Design' and aesthetics clinic 'Dawn' are some of the other local fashion and beauty businesses involved in the project, which will also feature involvement from renowned bespoke tailor, Nathan Palmer.

Cafe 'Willmore's 1938' is also officially partnering the project.

The week will finish with a fashion show being held at the RNLI's Penarth Lifeboat Station on the Saturday, which will feature 15 professional male and female models and also includes members of the Penarth RNLI crew.

There will then be an after show party Penarth Yacht Club with raffles and deluxe auction prizes that have been donated to the charity.