Last week, hoards of Sydney fashionistas headed down to Cargo Bar in Sydney to witness the launch of the official I Am 2010 Summer Collection. I Am is a new label to the Sydney fashion scene with a focus on creating versatile and accessible womens wear. Georgia Fair, a band from Sydney's Northern Beaches kept the crowd entertained with their live set whilst DJ Christina Gubbay got the crowd dancing after the runway show with killer beats from Mykonos to Sicily.

I Am media representative Maude Garrett welcomed guests to the event before the show began. The parade definitely impressed as models sleeked down the runway in vibrant citrus and florals. The collection entitled 'sleek jungle' breathed the essence of Sydney fashion, from the beaches of Bondi to the city streets. A mix of chic maxi's and super flirty mini dresses meant there was something for everyone in the collection. Splashes of lime and peach brought colour and a sense of Summer to the overal aesthetic, with the staple coloured blazer being a stand out essential for all. Fun and vibrant prints set the mood for the collection, which is sexy and fun, whilst oozing cool city chic.

The parade ended with one model adorned in a huge python, as it was draped and wrapped around her neck, camouflaging with her olive green snake print dress. We can't wait to see what comes up next from this emerging label!