The loss of Premal Patel has sent a quiet shock through the Australian fashion industry and far beyond it. At 47, Patel had already built what many creatives spend a lifetime chasing: a recognisable aesthetic, a global audience, and a brand that felt unmistakably personal. Yet his story was never just about success. It was about movement, reinvention, and the courage to speak honestly — even when doing so was uncomfortable.
As the founder and CEO of Runaway The Label, Patel became known for designing clothes that felt alive. They were joyful without being frivolous, confident without being rigid. His work invited people to step into the spotlight and stay there.
Photo Credit: @prem_rnwy
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From Oxford Street to the World
Patel’s early years in fashion were shaped by menswear. His brand Premonition found a home on Oxford Street in Sydney, an area steeped in nightlife, self-expression, and queer culture. It was an environment that encouraged boldness, and Patel embraced it fully. Those early collections carried a sense of play and polish that hinted at what was still to come.
Eventually, his creative instincts pulled him in a new direction. Turning toward women’s wear in the 2000s, Patel began building what would become Runaway The Label. The shift was not a departure from his roots but an expansion of them. He understood how clothing could change posture, mood, and confidence. He designed for movement, for nights out, for moments meant to be remembered.
Runaway quickly grew beyond Australia, becoming a familiar name on social feeds, red carpets, and reality TV screens across continents. Patel didn’t chase trends so much as he refined a feeling — one that resonated globally.
Photo Credit: @prem_rnwyA Brand Built on Energy and Values
Those close to Patel often described him as deeply involved, not just creatively but personally. He cared about the people behind the garments as much as the garments themselves. Runaway The Label was shaped by his taste, yes, but also by his values. The culture he created within the company reflected his belief in collaboration, warmth, and forward momentum.
Even late into his career, Patel was still experimenting. Just weeks before his death, the brand had quietly introduced a new men’s resortwear direction, signaling that he was far from finished imagining what Runaway could become. Reinvention remained part of his language.
Photo Credit: @prem_rnwy
When the Body Forces a Pause on Life
In the final weeks of his life, Patel shared something very different with the world. Through social media, he spoke candidly about a serious medical crisis that landed him in intensive care. The posts were raw, reflective, and deeply personal. He wrote about struggling to breathe, about being forced into stillness, and about realizing how easily health can be taken for granted.
Rather than framing the experience as a scare to quickly move past, Patel sat with it. He reflected on the cost of constantly pushing forward, on believing the body would always keep up with the mind. He acknowledged mistakes. He admitted fear. In doing so, he stripped away the polish that often surrounds success.
Later, he revealed that doctors had found vape fluid in his lungs, explaining the inflammation that nearly claimed his life. His message afterward was direct and unsentimental. He warned others not to dismiss risk simply because it feels distant. He urged people to choose life, not as a slogan, but as a responsibility to themselves and those who love them.
A Legacy That Lives Beyond Fashion
Patel’s passing came shortly after those reflections, giving his final words an added weight that no one could have anticipated. Yet they now sit alongside his creative legacy, inseparable from it. He leaves behind more than clothing racks and campaigns. He leaves behind a reminder that honesty is its own form of strength.
Runaway The Label has spoken of a legacy that will continue, even as the absence of its founder is deeply felt. That legacy lives in color, in confidence, and in the sense of freedom Patel wove into every collection. It also lives in the vulnerability he allowed the world to see.
Premal Patel designed for people who wanted to be seen. In the end, he also allowed himself to be seen — fully, imperfectly, and bravely. His life was vibrant, his voice was clear, and his impact will not fade quietly.
Rest in love, Premal. Your story continues.