Melbourne Spring Fashion Week is still a month away but already it has generated enough catty headlines to thrill its publicists and pump up unprecedented public interest in its 120-event schedule.

Two weeks ago its "face", 15-going-on-16 model Claire Quirk, was jettisoned by Melbourne city councillor Fiona Sneddon for being "too young".

Designer and model Jacqui Alexander, the face of spring fashion week
launches Melbourne's biggest consumer fashion event.

Then, debate fizzed for a week before her replacement, Jacqui Alexander, apparently a more convincing representative of all women at 19 and with her own fashion brand bankrolled by her dad, was found.

"Get in quick" was the message at the event's preview in Docklands nightclub Alumbra yesterday. Organisers said tickets were bound to sell fast after their release online from this morning.

"Find what you like on the catwalk," said Lord Mayor John So, whose fashion tip appeared to be his purple silk tie with pink stripes. "Buy it in the stores, and then celebrate with champagne in the stylish laneway bars of Melbourne."

He said the week attracted 21,000 extra people and $4 million into the CBD and was "Melbourne's biggest" consumer fashion event. This could be news to organisers of the Melbourne Fashion Festival winter event in March, which regularly attracts more than 100,000 punters.

The event's schedule will pivot around five themed fashion shows to be staged nightly in the Melbourne Town Hall. From this year's "taster", presented at yesterday's preview, it is likely shows will feature spring's micro-mini smock and empire frocks, dramatic, floor-sweeper day dresses, and casual menswear with a snappier, more tailored finish.

Tuesday's launch also marked the start of frock season for the rest of Australia. David Jones had its lavish launch show in Sydney last night, flying in four of Australia's top global supermodels to star on the catwalk with Megan Gale: Catherine McNeil, Nicole Trunfio, Kristy Hinze and Cheyenne Tozzi. Tonight, Myer will return fire with a promised spectacular launch of its spring collections in the Carriageworks venue in Sydney.

Next week, David Jones will repeat its Sydney show at a VIP event and public parades in Melbourne. Myer will reserve the "big guns" of spring for events scheduled during Melbourne Spring Fashion Week.