Quarter Edit | Ft. Designer Focus Aje

Claremont Quarter Q&A – Aje SS19 Collection ‘VICE’

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Dedicated to natural beauty, tough femininity and effortless cool, Aje delivers a little subtlety and a lot of wow with the sizzling new collection, VICE.

For their SS19 collection designers Edwina Forest and Adrian Norris drew on the heady days of Surfer’s Paradise during the 90s. “Having grown up in this coastal realm, the collection is a nostalgic and irreverent reflection of the times - one of freedom, extravagance, curiosity and individuality,” says Edwina, who takes time out to talk to Claire Davies about the collection.

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Can you tell us a little more about VICE?

VICE is a mood, a feeling, an attitude. The collection riffs on this playful, liberated mood, a collision of the kitsch and fabulous.

Sculptural wavelike silhouettes meet hand-painted prints in fluid silk styles, inspired by hypercolour t-shirts, 90's checks, and floral board shorts. Sorbet-coloured linens and lasercut detailing juxtapose bold colour blocking, strong 90's shoulders and white denim with custom gold hardware.

What are some of your favourite pieces and how do you like to see them styled?

| Skylar Sequin Dress | The Gold Coast is synonymous for a flash of sequin. I love the idea of this dress styled back with a blouse underneath.

Parisse Rose

Alice Blouse Havana Check Pink Front 2

| Denim Twin Set | A hint of nostalgia, this sherbet coloured denim twin set is reminiscent of the pink sky setting at dusk over the boardwalk. I love this paired as a twin set, however the Havana Denim Crop can easily be paired with the Aje tee or Soho skivvy for added versatility.

Elanor Pendelton

| The Calypso Bubble Top | This new style plays on the ethos of the Gold Coast's frivolity; with its off-shoulder silhouette and the luxurious use of premium taffeta fabrication. The Calypso pairs beautifully with our Thea Wide Leg Trousers in Miami Dye; the relaxed fit of the trousers juxtaposed against the sculptural silhouette of the top creates perfect balance.

 Calypso Bubble Top Cherry Front

Calypso Bubble Top Black Front 4

4. Who do you design for? Is the Aje muse ever-evolving, or is there a very specific Aje girl?

Aje is dedicated to natural beauty, tough femininity and effortless cool. We hope to bridge the divide between urban and coastal style, creating elegant simple pieces in beautiful natural fabrications. For us it is all about pairing the luxe with the everyday.  The Aje woman is tactile, discerning, and has a consciousness for quality of design and fabrication. She seeks highly coveted and unique designs that are grounded in each of our collections and loves that she can come to Aje for a complete look that will effortlessly stand out in any crowd, anywhere around the globe’.

5. What's next for Aje, any exciting news we can share?

We are so proud to have inaugurated the second decade of AJE by opening  Mercedes Benz Fashion Week in Sydney earlier this year. It was a statement of recognition for the brand, but also for our loyal customers, many of whom have been with us for 11 years, and who continue to grow along this journey with us. We always seek to offer them something truly unique and wanted to mark this special milestone with them in mind.  The Aje client is at the heart of our brand, and shapes everything that we do. As we turn our focus towards the global marketplace, with our first international store set to open in Auckland in September, we will continue to listen to her and design for her, offering her a platform to express herself and embrace her innate contradictions.

Aje’s SS19 collection, VICE is now available at Claremont Quarter.

Head to a-j-e.com.au for more. 

Claire Davies Guest blogger

Claire Davies is a Perth-based creative with over 20 years experience working in fashion and design. Previously the long-standing fashion editor with STM and The Sunday Times, Claire is now working as a freelance creative director and project manager across fashion, beauty and wellness.