Aje is fast becoming one Australia’s most sought after brands for their fun-loving, cool, chic, timeless, luxurious and affordable womenswear. Launched in 2007, the fashion label is the collaborative effort of siblings Adrian and Bree Norris and Edwina Robinson, as an expression of Edwina’s styling skills, Adrian’s flare for Fine Arts and Bree’s financial and retail genius.
Aje really took off within the Australian market after winning the Chambord Shine Award for New Designer of the Year in 2009 – this was soon followed by a collaboration with Australian retail giant ‘Sportsgirl’ in 2010 and then with a big deal with a US agent in 2011. Aje is certainly a brand that is on the up and up, sure to take the international fashion market by storm, especially after their debut parade at Australian Fashion Week in 2012.
Each of the brand’s collection is about true luxury and perfect attention to detail, with hand craftsmanship, exquisite feel and texture, and the finest hand crafted embellishments. To create the top quality collections, the label sources only the finest, natural and organic fabrics from around the globe, such as hand spun cottons and linens from India and super-soft Italian leathers. Over a short space of time Aje has picked up a number of celebrity fans, including Kate Moss, Kim Kardashian, Sarah Murdoch and Rachel Zoe.
As of 2012, the brand’s collections are stocked via selected boutiques throughout Australia including, New South Wales’s Desordre, Piperlane and Pompidou; Victoria’s Cyberia and Lacquer; Queensland’s Frockshop and Joy Hysteric; and Western Australia’s Black Wall and Style Palace. The brand also has it’s own successful online boutique.
Back in December of 2009, Australian Fashion Review Blog were lucky enough to catch up the trip behind the brand for a few quickfire questions about their rapidly expanding fashion label.
How did it all start for the Aje fashion label?
We wanted to create a label that could sit unashamedly beside high end national and international labels, in terms of quality and design, without wearing a huge price tag.
Who is behind the Aje fashion label and what are your backgrounds?
Adrian studied fine arts and design in Venice, Eddi comes from a styling and magazine background and Bree from a business/retail arena. It works because we have all known each other for a very long time; we have different takes on things but all in all, it is our mental collective that has allowed Aje to evolve.
What do you hope to accomplish with the Aje label? What is the ultimate dream!?
To create an international fashion empire…when people buy Aje, they are buying into a lifestyle of effortless luxury and elegance ,as well as buying an outfit. We want people to feel amazing in our clothes.
Who are your favourite fashion designers and what about them inspires you? What else do you draw influence from?
Friends, family, life in general and finding beauty in the strangest of places.
If you could pick someone famous that best represents the Aje style, who would it be?
Someone like Lou Doillon or Erin Wasson: a little rock, a little boho and effortlessly chic.
Alternatively, what famous person/s would you want wearing your label?
The ultimate would be Carine Roitfeld.
Complete the following sentence: The Aje fashion label is unique because?
We try not to follow trends but rather to make pieces that look and feel beautiful and are a contradictory mix of tough femininity and disheveled elegance.