A collection targeted at young customers has Aje expanding its universe and putting rumours to rest.
It hasn’t been seen on an Aje floral print dress for 10 years, but that hasn’t stopped the brand’s founders Adrian Norris and Edwina Forest from falling victim to the tall poppy syndrome.
To be clear, Aje is not closing down. Norris says the executive restructure was a response to the tough economic climate. While a strapless Aje dress, printed with orchids – not poppies – costs $695, pieces from the youthful Aje Studio collection are priced between $79 and $299.Sequin skirts from the Aje archives have been revived in plain white with linen waistbands that could be worn over bikini bottoms or beneath an extravagant bell-sleeve blouse.
“Working on Aje Studio was nice because it’s creating beautiful, simple pieces with very Aje-like features,” says Forest, who recently returned to Australia after working remotely as creative director from Paris. “It’s like going back to the beginning, when we started in Noosa.” The label will also be stocked in Aje World, part of a retail reshuffle of the 12 Aje Athletica stores and 32 Aje stores. In a concept already rolled out at Emporium and Armadale in Melbourne and Pacific Fair on the Gold Coast, stores are combining to house the main collection, denim range, Aje Athletica and now Aje Studio.
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