BEYOND THE RUNWAY

Inside the Creative Energy of F.RE.O Fashion Festival 2026

By Velamour Magazine | 18 October 2026

Fremantle, Western Australia — Saturday, 17 October 2026

There is something extraordinary about the moments before a fashion show begins. The anticipation, the final adjustments, the movement of creative teams working together, and the unmistakable energy of models preparing to step onto the runway.

Behind every polished presentation lies another world. One filled with concentration, creativity, collaboration and the organised chaos that makes fashion come alive.

On Saturday, 17 October, that world unfolded in the heart of Fremantle as the inaugural F.RE.O Fashion Festival brought Western Australia's fashion community together for a celebration of sustainability, individuality and creative expression.

And while audiences witnessed a remarkable display of fashion on the runway, backstage was where much of the magic began.

Backstage: Where the Vision Came to Life

Behind the scenes, the atmosphere was electric.

Models, designers, hair and makeup artists, students and production teams came together, each contributing to a shared creative vision.

There was excitement in the air, but also purpose. Every garment required attention. Every model needed to be prepared. Every transition relied on coordination, communication and the collective commitment of the people working behind the runway.

Inspired by the vision of Carolyn O'Driscoll and Gail Thomas, the event brought together an extraordinary network of creatives united by a common ambition: to celebrate sustainable fashion and demonstrate the depth of talent emerging from Western Australia.

For the audience, fashion appeared in carefully choreographed moments. Backstage, it was a continuous movement of people, ideas and preparation.

The final touches of makeup. The adjustment of a garment. A model waiting for their cue. Designers watching their creations come to life.

These are the moments that rarely receive the spotlight, yet they are fundamental to every successful runway production.

The Creative Teams Behind the Show

One of the festival's most significant contributions was the involvement of TAFE students, who formed part of the backstage hair and makeup teams.

Their participation brought emerging industry talent directly into a live fashion production environment, where creativity needed to work alongside timing, technical skill and professional discipline.

Under the direction and careful coordination of backstage teams, models moved through their preparations before stepping onto the runway.

It was a powerful demonstration of what happens when education, industry experience and creative opportunity intersect.

For emerging hair and makeup artists, a fashion runway offers something a classroom cannot fully replicate: the pace, pressure and collaborative demands of a live production.

For the designers and models, those backstage teams were essential to bringing each collection's visual identity together.

And for Western Australia's creative industry, the collaboration represented something larger — an investment in the next generation of fashion professionals.

RE.IMAGINE: Fashion With a Second Life

At 11 am, the RE.IMAGINE runway opened a conversation about how fashion can be reinterpreted, reconstructed and given new purpose.

The presentation brought together wearable art, upcycled garments, vintage pieces and pre-loved fashion, challenging the idea that creativity must always begin with something new.

The runway programme included Maria Kolchina, rePatched, Lollipops of Love, Kit & Kaboodle, Dream Fiends, Labels to Adore, Salvare and Linda Jordan, alongside student wearable-art presentations and community retail organisations including St Pat's Op Shop and Salvos.

Together, these participants represented different approaches to fashion, from artistic experimentation to extending the useful life of existing garments.

The message was relevant to an industry increasingly confronted by the environmental consequences of overproduction and textile waste.

Fashion can be expressive without being disposable. A garment can carry history while being given a new identity. And personal style can exist beyond the constant cycle of new consumption.

Taking Fashion Into the Streets of Fremantle

The festival extended beyond the traditional runway setting.

At Henderson Street Mall, outside the historic Fremantle Markets, the Pre-Loved Parade brought fashion directly into the public realm.

The presentation combined models and professional dancers in a flash-mob-style showcase, transforming an everyday city space into a celebration of movement, style and creative expression.

Fashion was no longer confined to a designated audience seated beside a runway.

It became part of Fremantle itself.

Across the city, the festival continued through vintage and pre-loved markets, clothing exchanges, workshops and conversations about sustainable fashion practices.

At FOMO Freo, conscious fashion sellers and independent traders contributed to an event that connected runway creativity with the wider community.

RE.VOLUTIONISE: A Platform for Western Australian Designers

By 2 pm, attention returned to Walyalup Koort for RE.VOLUTIONISE, a runway dedicated to independent fashion labels, emerging designers and fashion students.

The presentation offered a glimpse into the diversity of Western Australia's fashion landscape.

The designer programme included Algarabia, Fuzee, FuMoso, Koi Girl, Sustylable, Notchi, The Anjelms Project, Jacqueline M., Kirrikin, Danji Moto, Selah & Seed, Remonah Atelier, Giuseppina, Human Artifact, DNLA The Label, Runaways, Pazza and Edelcita Milan.

Student designers from South Metropolitan TAFE were also represented, creating an important connection between emerging design education and public industry exposure.

What made the presentation significant was not simply the number of labels involved, but the opportunity for designers at different stages of their careers to share a platform.

For independent fashion businesses, visibility is important. Yet visibility alone does not create a sustainable label.

Commercial success requires production capability, financial planning, access to customers, industry relationships and a clearly defined brand identity.

Events such as F.RE.O can help establish those connections, creating opportunities for emerging talent to engage with audiences, collaborators and potential customers.

More Than a Fashion Show

The inaugural festival was presented by Perth Pop Events, with support from the City of Fremantle, Fremantle Chamber of Commerce, Fremantle Markets and other participating organisations.

Under the leadership of Carolyn O'Driscoll, the event brought together fashion, retail, education, community organisations and creative production within one city-wide programme.

It also raised a broader question for Western Australia's fashion industry.

How can the energy generated by events like F.RE.O translate into long-term opportunities for local designers and creative professionals?

Sustainability must extend beyond the garments themselves.

A sustainable fashion industry also needs viable businesses, skilled employment, responsible production, meaningful collaboration and pathways for emerging talent to develop lasting careers.

F.RE.O offered a public platform for those conversations.

The People Behind the Runway

As the final models completed their presentations, the significance of the day extended far beyond the garments.

Behind each runway appearance were the hands of designers, stylists, makeup artists, hairstylists, production coordinators, backstage assistants and countless other contributors.

The audience saw the finished vision.

Backstage revealed the collective effort required to make it possible.

It was a reminder that fashion is never the achievement of one individual alone. It is built through collaboration, trust, creative direction and the willingness of talented people to work towards something larger than themselves.

For one day, Fremantle became a meeting place for the many dimensions of Western Australian fashion — from established creative practitioners to students taking their first steps into the industry.

And perhaps that is the festival's most important legacy.

Not simply the clothes that crossed the runway, but the connections formed, the emerging talent given an opportunity and the possibility of a stronger, more collaborative fashion industry.

Because the future of Western Australian fashion will not be created on the runway alone. It will be built by the people working behind it.

Velamour Magazine | Fashion. Creativity. Culture. Community.

F.RE.O Fashion Festival — Fremantle, Western Australia | 17 October 2026