Scandinavian footwear brand Ecco will promote its latest product release by attempting to set a world record on local soil.
Ecco will attempt to break the record for the world's longest catwalk as it unveils Sculptured 65 to the market.
The event will invite men and women to make their modeling debut on a custom-built runway around Sydney's Darling Harbour.
Local media personality Mia Freedman will host proceedings, while designer Dylan Cooper will join winners from Ecco's 'Be a Model for a Day' competition and other guests on the runway.
Members of the public have been invited to win a modeling spot at the event via the brand's local Facebook page.
The record attempt will be staged on August 24, while Sculptured 65 will be "rush released" over the same month in line with Europe.
The new venture is aimed at offering a "truly comfortable" high heel.
Pieces from the range feature a 65mm high heel, with creators using direct-injected polyurethane along the sole to create cushioning and flexibility.
A highlight from the debut collection is a low-cut, lace-up bootie produced from soft leather and design leather uppers, a textile lining and a leather inlay sole.
The shoe features a direct-injected, one component PU sole and is priced at $259.95.
The record attempt, where models will showcase the range, will see products released to market almost a year earlier than the intended Australian autumn/winter 2013 release.
The current catwalk record sits at 2,297m.