Preparations are heating up for the first annual Amsterdam International Fashion Week (, which will be held here July 29 through August 1.

The event, which was created to build up Amsterdam’s importance as a global fashion destination, will include catwalk presentations, a trade show and special cultural and consumer events.

The trade show portion, called District (, will feature "new luxury" brands such as Avelon, Bikkembergs Jeans, Blue Blood, Citizens of Humanity, Da-Nang, Dassler, Diesel, Onitsuka Tiger, Paper Denim and Cloth, Retrofame, We R and Yanuk, among many others.

Currently, the week's sponsors include Alexander van Slobbem, the Amsterdam City Council, Apple I-pod Mini, Becks Beer, Christophe Coppens, De Brakke Grond, Diesel, Moët & Chandon, Ninette Murk, Westergasfabriek, and others.