Jul 23, 2002/ FWD/ --- Up and coming designers from Iceland, Israel, Sweden, Norway, Greenland, U.K. and the U.S., international press and buyers, and gorgeous girls from Milan's top model agency, Name, gathered together for Iceland Fashion Week's kick off party just outside of Reykjavik last night.

A truly traditional Icelandic locale -- The Viking House and Museum, housed in a 19th century warehouse on the harbor -- was chosen for the opening festivities.

Picture a candlelit wood paneled bar, wooden benches swathed in deer skins, fur covered bar stools, walls decorated with stuffed seals, birds, moose and a polar bear, and staff dressed in full Viking regalia.

After sampling a popular Icelandic cocktail of cognac, tonic and fresh lemon, guests sat down to dinner on long communal tables and feasted on traditional Viking foods like a spicy tomato soup with hot, crusty bread, slow roasted lamb, and root vegetables.

After dinner, the music switched from Viking chants to some more upbeat tunes and the real revelry began, with the 24-hour sunshine making the perfect setting for late night partying.

"I am having an amazing time. It's wonderful to come to such an usual place and to meet and show with new talent," said Moi of Brit design duo, Moi et Cat, whose arty designs are favored by famous Icelander Bjork.

"And this party is wild -- everyone is really getting into the whole Viking thing in a big way."

At one o'clock in the morning, buses arrived to take the rowdy crowd to Hotel Ork, located on a natural geothermal area complete with hot springs and steaming vents.

Iceland Fashion Week was founded in 2000 by the owner of Iceland models, Kolla.

In her welcome speech, which was punctuated by drink swigging and excited noise from her audience, Kolla told guests: "Thank you for coming to my beautiful country. It is so important to show support for new designers and give them a chance to show their work.

"Iceland Fashion Week is growing each year and to show our appreciation for you coming we are giving each of you three small trees to plant in an area given to us by the government as a gift."

Iceland has no naturally growing trees -- all are manually planted -- so the gesture is a significant one.

This year the runway show, Midnight Sun, where all the designers show on one platform, is in Landmannalaugar, Iceland's black sand desert with mountain peaks, lava flows, cobalt blue lakes, and natural hot springs.

But even in this alien landscape, there are familiar people - and parties.

New York designers Patricia Field and Anand Jon are hosting events over the next couple of days, which are sure to equal last night's impressive opener.

Skoll!