Newcastle’s fashion lovers have been highly anticipating the arrival of the new Aje store which opens today at Westfield Kotara! Façon were lucky enough to interview Edwina Robinson, co-founder of Aje, about the global success of her brand, her influences and her fashion philosophy.
Established in 2008 by best friends and talented designers, Edwina Robinson and Adrian Norris, Aje was created to bring together urban and coastal style. Embracing the raw elements of both, Edwina and Adrian design authentic and creative pieces using hand-loomed and hand-woven fabrication, hand-sewn embellishments, and hand-painted prints.
Originating in Noosa, the label now calls Sydney home, however, it has luxury boutiques across Australia, including an exclusive partnership with department store Myer. Heading into the future, Aje is responding to extensive international interest by opening its brand to the global market and is now wholesaling to top tier retail outlets.
Edwina kindly answers some of our pressing questions.
Where does the name Aje come from?
It is both Adrian’s childhood nickname and an acronym for our creative union – ‘Adrian Joins Edwina’.
How would you sum up your label’s style?
Aje is an Australian fashion house dedicated to raw beauty, tough femininity and effortless cool.
What has been the greatest influence on your career?
The relentless desire to create something new and unique in an industry so full of talent.
Who has had an enduring impact or influence on your work? Do you have a ‘muse’?
There are many designers, artists and people whose work I admire but I am becoming more inspired and enthralled by those humans who are able to balance an extraordinary work life with an extraordinary life. It is a beautiful thing to be consumed by your craft, but it can also be an escape. I think it takes great strength and courage to live and breathe your craft and to live and breathe life… not to make your craft your life.
What is your philosophy when it comes to fashion?
Fashion is forever changing and now more than ever, the boundaries of fashion are completely blurred. I work in fashion, however, I am a lover of style.
What is your definition of beauty?
Beauty lies in the eyes of the beholder.
What has been a career highlight for you?
There have been many career highlights. It has indeed been a roller coaster of a journey and is constantly full of surprises but the greatest pride I have on a daily basis derives from the amazing family we have created and the daily progression of our brand.
What do you predict will be trending this season?
I think never has there been a time more so than now where everything is trending. It is a very exciting time in fashion – it really feels like a revolution is taking place. There’s an amazing energy in the air.
What is your favourite fashion ‘must-have’?
Aje leather mini and Aje leather jacket!
Make sure you get down to Westfield Kotara to check out the brand new store.
Don’t forget to come along to the Australis Face of Façon Scouting Day, held on The Rooftop, Westfield Kotara, 10am Saturday 6th July.