The evening brought together fashion creatives, designers, and models to network and celebrate their creativity. The dress code, ‘denim done differently’ inspired an array of creative takes on denim-based looks, and guests were entertained with a live embroidery station and pop-ups from two up-and-coming London designers, Emily Jerez Freire and Richa Sharma.
Shelly was professionally trained as a designer, and has worked as a stylist, designer, and personal shopper. Her experience includes styling for FB Fashion Ball’s show with the theme Indian Fashion Through the generations, and for Courage and Couture’s charity fashion show. I had the pleasure of speaking to Shelly about La Rouche Soirée, where she shared her successes, advice, and aspirations for the future of Northern fashion.
I was unable to attend your event last week, but the press release looked amazing, and I think the sold-out tickets speak for themselves. Were you happy with the night? Was there anything that surprised you?
To be honest, the sold-out event is what surprised me. When you start something new, people have doubts... and when you bring ‘networking’ into it, people think “oh, it’s only for professionals in fashion”.
... My purpose was to bridge the gap between London and Newcastle. Usually, people from Newcastle... run to London for work and to build those connections – which I did for a year and a half. Luckily, I managed to bring in [to the event] two designers from London who held their pop-up here. Among them was a student – it was her first pop-up as she wasn’t getting a break in London.
... In the beginning, people were apprehensive about what the event was going to be like, but as I started posting... and speaking on Facebook and Instagram stories, I think that really helped.
This was something new, something to give people a platform to show their creativity and come up with ideas. Yeah, it was great – I’m chuffed.
Is the current lack of networking events in the North East what inspired you to create this event?
Absolutely, this inspired me.
I attended a meeting for the British Fashion Council three weeks ago, and everyone was just talking about creating opportunities for students when they graduate – and yes, it’s important to give students a platform as they are the upcoming generation. But at the same time, we shouldn’t forget people who have already been there, who have prioritised their families, who are talented. They should be given a platform to bring their creativity out... [perhaps] by being given the opportunity to work alongside students.
This year I worked hard and was invited to London and Paris Fashion Week. I have a dream and I'm working for it... I'm fortunate enough that my kids are grown and I’m able to, but not everybody is.
So, instead of running out to London, I wanted to build a platform here in Newcastle so people can get together, work towards opportunities, and create connections... My dream is to have a proper, full-fledged Newcastle Fashion Week, not just limited to... universities, but for everybody. Local brands can take part and show their talent. There are so many women who dream of becoming a model... if we have something like Newcastle Fashion Week, they will get that chance and that platform, and I think everybody deserves that.
The success of La Rouche Soirée has confirmed to her that there will be another event, which will take place on Saturday 7th February 2026.
Shelly's passion and ambition was clear throughout the interview, and her vision for the Newcastle fashion scene is truly inspiring. The success of La Rouche Soirée has confirmed to her that there will be another event, which will take place on Saturday 7th February 2026. Shelly encourages models, photographers, textile designers, sewists, and anyone looking for a break to showcase their work to get involved. It is set to be a fantastic night for everyone interested in fashion and styling. She explained that this event needs to be regular, and people need to continue showing up with their support, for this to lay the foundations for her dream of a Newcastle Fashion Week.
Concluding the interview with a piece of advice, Shelly stated that it all boils down to resilience and hard work. “Build your own platform”, she emphasised. “Nobody gives you the platform. You have to build your own.”