Hobbits, rugby and award-winning wine attract a certain kind of traveller to the land of the long white cloud. For others, it's about the jaw-dropping scenery and seriously crazy adrenaline sports. But few know that New Zealand is dazzling the world as an emerging force in the world of designer fashion.

That's right. The mysterious land at the end of the earth once famed for gumboots and flannelette shirts has shed its skin to become one of the most celebrated, fashion-forward nations thanks to a new wave of seriously hot designers.

For the past few years, labels like Karen Walker, World and Zambesi have regularly featured on the international circuit taking out some prestigious awards and reaping acclaim of the highest order.

So when you go — and you should — do take ample time to savour the landscapes and sample the wine but don't leave until you've tasted 10 of New Zealand's sweetest fashion spots.

Try these on for size:

1. Britomart: This vibrant precinct in the heart of downtown Auckland is a neighbourhood of buzzing restaurants and bars, designer boutiques and quirky art spaces.
2. High Street Vulcan Lane: The fashion epicentre of Auckland central, Vulcan Lane boasts a bunch of local designers as well as international brands (and many on this list). The street is a feast for the senses with cafes and bars galore and a never-ending stream of passing fashionistas.
3. Zambesi Workshop: Established in 1979 and one of New Zealand's most successful fashion labels yet, Zambesi continues to court international acclaim with unusual lines and unique fabrics.
4. Karen Walker: AAs the story goes, Walker started out in 1990 with $100, which she used to buy material. By 1995, she had two stores and by 1998 she was selling to Barneys New York. Her collections are edgy and original with names like "Young, Willing and Eager" and "Queenie Was a Dog". She has five stores in New Zealand but her designs are sold worldwide.
5. World: Often referred to as 'experimental' or 'anti-fashion', World is uber-cool. It's all about bucking trends and finding flare in unusual ways. World has eight stores in New Zealand (one in Vulcan Lane).
6. Helen Cherry: It has a reputation for understated glamour in a chic, effortless and feminine form. Find her collection at Workshop in Vulcan Lane.
7. Stolen Girlfriend's Club: Established in 2005 by three friends more experienced in surfing waves than riding fashion trends, these designs scream 'rock 'n' roll delinquent'. It's hip and cool — and currently selling in 13 countries around the world. See their latest collection at Britomart.
8. Kathryn Wilson: Lauded as New Zealand's most successful shoe designer, Kathryn Wilson's shoes rock vibrant hues and intriguing lines and span many genres from casual to cowboy. Find her collection at Britomart.
9. Kate Sylvester: If you like a clean, minimalist approach to tailoring and simplicity of form check out Kate Sylvester's collection. It's timeless, elegant fashion at its best.
10. Nom*D: As one of the ground-breaking New Zealand Four who showed at London Fashion Week in 1999, NOM*D helped establish NZ as a nation with serious design potential. It's all about soft punk with noir overtones — often worn by professionals. Masterful in many ways.

So, put aside any preconceived notions of New Zealand as the land of Footrot Flats fashion and go in search of chic new horizons.

Still not convinced? Air New Zealand sent self-confessed hipster and Kiwi sceptic Patrick Stephenson to spend a week in New Zealand and discover if there was a hip sub-culture. You can see his response at Kiwi Sceptics on 13 February, when the series goes live. We hear it has some hipster dissing, worthy moments. So check out the trailer here for a sneak peek and tune in next week to Kiwi Sceptics.