Bondi Designer’s Striking Debut At Social Royalty In Paddington – 2Shae

July 12th, 2011

Photo by Hayden Brotchie

It is any emerging designer’s dream to have their label discovered by an exclusive boutique and to be chosen for the runway in an elite fashion event.

For Shae Fleming, owner of the brand 2Shae, both happened within a week.

Photo by Eden Connell – Zoom in With Eden

The hard work involved in starting her own label were well worth the effort after being invited to be part of Melbourne Fashion Week as an interstate guest label days after her first collection debuted in the upmarket Paddington boutique, Social Royalty.

Photo by Peter Suchecki

Shoppers on Oxford St, including myself, were treated to a surprise on Saturday 25th June, as a team of beautiful models strutted the street towards the boutique wearing 2Shae’s Australian-designed, sourced and manufactured styles. We all know how much I love Australian products!

More than 200 people attended the in-store launch and reveled in the delightful Torbreck wines, which gave that luxurious ‘champagne shopping’ experience, with a fashion parade.

Photos by Ben Scott – Photograph Live

The 2Shae crew included 11 models, a professional hair and makeup team of 5, a video crew, 4 photographers, as well as 3 drivers. “It was a huge team effort,” said Shae. “I wanted to make a scene and make a scene we did.”

Shoppers were forced front row as models strutted the Gould Street shopping strip in Bondi Beach in a guerrilla style parade before jumping into hot cars to take on Paddington’s Oxford Street.

Photo by Peter Suchecki

After seeing first hand the success of the event, it came as no surprise to Dana Randall, manager of Social Royalty, who said:

“The designers we choose to stock are the most promising new talents around the world, and we even have labels that have graced New York and Paris Fashion Week, exclusive to Social Royalty in Australia. 2Shae is already proving a ‘must-have’ for our style savvy customers!”

www.socialroyalty.com.au :: www.2shae.com.au

Social Royalty :: 310 Oxford St, Paddington :: info@socialroyalty.com.au

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