The city unveiled its 'Red Light Fashion' project on Saturday, having converted 16 buildings that used to house prostitutes in the city's ancient red light district into studios for young fashion designers.

Models in extravagant outfits graced what up until recently was primarily home to the world's oldest profession. The event was prepared along one of Amsterdam's canals and a domain of prostitution.

Fuelling the change was the municipality's aim to release the area from the clutch of crime and gangs.

Amsterdam has been famous for its red-light district for more than 100 years, although prostitution has only been legal in the Netherlands since 2000.

However, armed with new laws enabling the closure of establishments suspected to be involved in criminal activity, the city last year bought the buildings from a former prostitution baron.

The idea for the fashion project was born out of the government's desire to crack down on crime in the area and it is not certain it will succeed: many neighbours are displeased with the high-class newcomers in an area that thrives on its seedy reputation, and even the designers say they are taking a risk.

The city has set a deadline by which the project must prove its success.

The designers have one year to bring a new dynamic to the area and draw a 'new clientele, for an economy of quality', said the deputy mayor of Amsterdam Lodewijk Asscher.

As such, beds in the old brothels have not been moved and could be put to their old use once again if the project fails.

AGENCE FRANCE-PRESSE, ASSOCIATED PRESS