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SAFE Fashion Runway set to touch down at Perth Airport with a surprise intermission


Jody Carheel is on a mission to flip the traditional fashion show on its head.

The Curtin University graduate and founder of Social Australia Fashion Events is set to host his second unpredictable fashion affair at an unlikely venue — Perth Airport.

The June 25 showcase will feature 10 of Perth’s emerging designers, including South Metropolitan TAFE graduates Poppy Stevenson, of By Poppy, and Riley De Rosario, from Life of Riley.

“(Perth Airport) is a place that everyone is familiar with but you don’t ever think a fashion show would be (held) there,” he told AAA.

Carheel’s tendency to favour the unpredictable has become his signature niche, and it’s proving successful.

Aware of the challenges graduates face securing a job, the young entrepreneur established SAFE in 2020 to give local designers a platform to showcase their collections on a grand scale, with industry personnel sitting front row.

At the 2021 rendition of SAFE, held at Fremantle’s Whitespace, hundreds of guests were entertained during the intermission, with a surprise performance by the UWA fencing team, in between showcasing Perth’s emerging designers and graduates.

“I’ve adopted this little secret half-time inside the fashion show,” he explained.

“I didn’t want to have another fashion show that was, you go in have a complimentary drink, watch the fashion show, walk out and you’re back home in 45 minutes.

Jody Carheel, organiser of SAFE fashion runway event. Pictured - , Emily Ferreira (SAFE) Christian Vicencio (designer AMOR CLOTHING), Rebekah Deaman, Jody Carheel (SAFE) , Bernadette Seno and Riley De Rosario (designer - Life of Riley)
Camera IconSAFE’s Emily Ferreira, Amor Clothing’s Christian Vicencio, Rebekah Deaman, SAFE’s Jody Carheel, Bernadette Seno and Riley De Rosario, of Life of Riley. Credit: Daniel Wilkins/The West Australian

“I want to make it an event and experience. Something that you go to (where) you’ve experienced something more than a fashion show. It’s not just people walking on the runway.”

And he said this time around would be no different, adding attendees this Saturday could “expect the unexpected”.



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