OXFORD’S beautiful people gathered for the launch of this year’s Oxford Fashion Week but only one model could be named the face of the event.

A sparkling reception on Monday launched events with the announcement that Daniella Schutze had claimed the title of Face of Oxford Fashion Week.

Ms Schutze, 20, will front the event’s publicity campaign as well as modelling in runway shows at the Sheldonian Theatre this weekend.

She said: “Modelling is something I just fell into. A friend was studying textiles and wanted to borrow me to wear her clothes.

“Then she put the pictures online and it just took off from there.

“I didn’t plan it and I’m just seeing where it takes me.”

Half-Danish fashion blogger, Ms Schutze will juggle a whirlwind of fittings and rehearsals this week with studying German at Oxford University.

She said: “Oxford is really intense but I wouldn’t want to be anywhere else.

“The atmosphere at Oxford Fashion Week is brilliant. The team are just so enthusiastic and really love what they do.

“I’ve seen video clips of past events. They all look fantastic, particularly the couture shows.

“It’s more exciting when you’ve got something really wacky to wear that you wouldn’t wear anywhere else.”

There are fewer events during the week this season, with the main highlight being a talk tonight at the Turl Street Kitchen by Plum Sykes, a former contributing fashion editor of American Vogue on the theme Fashion and Feminism, followed by a bloggers’ preview party after the outfits arrive in Oxford.

On the Saturday night just two larger shows, rather than the traditional four, will be held at the theatre in Broad Street.

The more pared-back Ready to Wear collections will be shown on the catwalk from 6pm, and outlandish couture designs from 9pm.

For some models there will be a touch of nostalgia to the evening. Andra Chizeveter, 24, who works at Oxford University’s Old Indian Institute, took part in March and went on tour with Oxford Fashion Studio in London.

She said: “It turned out lovely last time and hopefully it’s going to be the same.

“I’m looking forward to William Wilde – he has some latex dresses I hope I have the chance to wear.”

New face Serena Yagoub, 20, who studies French and linguistics at Oxford University, added: “I’ve never modelled before. It’s not photography, it’s being active and concentrating and walking, and it’s a bit scary but exciting at the same time. I think the whole experience will just be a blur.”

Organisers Oxford Fashion Studio have recently returned from a worldwide tour of New York, London and Paris.

Director Carl Anglim said: “Daniella stood out as a favourite for the whole team.

“We try to resist making a decision too early but when it came to the shortlist it had to be her.

“Friday morning is when production really kicks off.

“We have all our fittings and it becomes real for the models then.

“The launch felt like the beginning of a homecoming season.”

For more details or to book tickets, visit oxfordfashionweek.com