It’s no secret that luxurious label Aje is one of my favourite Australian labels. The label has quickly carved a loyal and cult following since its launch in 2007. Its roots originating from Sydney, it wasn’t long before it became noticed by the rest of the country and the world, with its innately cool, chic and timeless designs that stand out because they are so unique. I love that every time I walk into Aje, I find pieces that you can’t find anywhere else.
I feel very lucky to chat to the dynamo duo behind the brand Adrain Norris and Edwina Robinson about their decision to now include denim to their collection, their top tips for lunching a fashion label and how they will be spending their summers.
How did you come up with starting the label, Aje?
I have a background in fashion styling (Eddi worked for Russh magazine before starting the label), and Adrian through his passion for art (he studied at a Venetian art school) always had an eye for style. A fashion label was a natural collaboration for us, bringing together the two creative elements.
Tell me why you decided to now include denim to your collection?
Denim is the perfect way to add the casual cool contrast to an otherwise glamourous ensemble. With our penchant for embellishment and continental-chic separates, it felt time to add this complementing element to our collections.”
What are your key styling tips for dressing up denim at night?
Accessories completely up the anti worn with more casual pieces. We would advise slipping on a beautiful high-heeled pump, draping statement jewellery, working in a tailored belt or holding an elegant clutch with your evening denim look.
Do you follow trends or work off an individual style point of view?
We are definitely trend-aware and tapped into the international fashion market – as designers it would be ignorant not to be. But we definitely walk to our own beat as far as designing goes – we are inspired by textures, fabrications, people, places and dreams rather than seasonal trends.
What trends are you loving this spring?
We are in love with the different take on florals. Traditionally florals have always beem delicate and feminine, but this season we’re seeing them as modern and strong designs. It’s refreshing and bold.
What are your 3 top tips for launching a successful fashion brand?
Determination to reach your goal, and to keep pushing the boundaries when you reach that goal to the next milestone. Passion for what you do; all day every day, you have to embody your work and never switch off. Patience to build a brand that has long lasting appeal and coveted designs.
What’s been your biggest achievement of the brand so far?
We made a big decision to change the direction of our business last year to follow a retail formula rather than relying on wholesale – and it has been the best decision we have made. It’s allowed us to really focus on our offering and as a result, we have opened another four Aje boutiques in less than twelve months. We are very proud to have taken such a major step, to have actioned it and to have seen such amazing results.
Shop their new collection HERE
10 QUICK ONES
WHAT ARE YOU READING?
Eddi: My fiancées sister bought me “How to be Parisian: Wherever you are’…very fitting considering my fiancée is French.
Adrian: “Kim” by Rudyard Kipling.
IF YOU WERENT FASHION DESIGNER’S WHO WOULD YOU BE?
Eddi: An abstract painter or a florist
Adrian: An architect
FAVOURITE CITY IN THE WORLD?
Eddi: Paris, always.
Adrian: Venice, I studied there and will always love the ‘floating city’
It’s a tough call between Fratelli Paradiso, Ulivetto, and Jackie’s café at The Intersection (close to our newest Sydney store)
Eddi: Amaretto Sour
Adrian: Whisky Sour
A BEAUTY PRODUCT YOU CANT LIVE WITHOUT?
Eddi: Rosewater Spray
Adrian: Aesôp Parsley Seed Oil
BEST PURCHASE EVER MADE?
Eddi: Every pair of shoes I buy is the best purchase I have ever made!
Adrian: A tan leather Dolce and Gabbanna belt with brass lettering. It was my trademark for many years.
3 (NON-FASHION) ITEMS YOU CAN’T LIVE WITHOUT?
Eddi: Fiancée. Family. Friends.
Adrian: Family. Friends. The Ocean.
FINISH THIS SENTENCE: THIS SUMMER YOU WILL FIND ME…
Eddi: Spending a long overdue summer in Australia
Adrian: In Brazil!
3 WORDS THAT DESCRIBE AJE?
Effortless. Luxurious. Australian.
Photography : Liane Hurvitz