But on the second weekend of August, we were headed towards the chicest neighbourhood in Knokke affectionately called Le Zoute. (French is somehow deemed more appropriate here than the broad West-Flemish dialect of the locals.)

The Kustlaan carefully winds its way around boutiques, jewellery stores and antiquarians. Every day tourists and regulars stroll by, shopping bags in hand, credit cards burning holes in the pockets of their new designer jeans. Except when the weather is too beautiful to justify not lying on the beach, every day is a perfect day for shopping.

This was especially the case on 7 August, when the neighbourhood celebrated the annual Night of Le Zoute. On the Place Albert, a big white tent was the decor for the show organised by boutique Marie-Claire. Models and celebrities strutted down the runway in the latest fur and fashion, inspiring ladies in the audience for their autumn collection shopping.

Everywhere boutiques decorated stalls on the streets where they could treat their most loyal customers to champagne. Unfortunate passers-by without an invitation turned to other boutiques that had a more inclusive idea for the night. Olivier Strelli's new shop welcomed everyone inside, and Delvaux organised a workshop for the little ones, who created funny little objects in the brand's signature leather.

When no famous people were in view, the swarms of photographers turned their attention to the best dressed and the most confident. Anonymous visitors were kindly asked to pose for a picture, which would appear in the next-day edition of the magazine Zoute People. That way, the fun of people spotting could continue on through the weekend: what was she wearing, who was he with?

Perhaps the Night of Le Zoute is less about fashion than about its fans: the people who are obsessed by it, spend money on it and want to be seen in it. But heck, you won't find a fashion week more fun than this!