Mid-morning on a Tuesday in October, Australian label Aje held its first runway in Paris. With a backdrop of a sunlit, industrial space in the Palais de Tokyo, the 17-year-old label unveiled its new summer 2026 collection, Rebel Rebel. Through 38 looks, Aje showcased its take on modern femininity, one that balances edge, tenderness and soft sultriness.

Aje is a household name in Australia. It’s become a dependable department store and event dressing favourite. This show marks a new era for the fashion brand, one where its global footprint is growing. In February, Aje will open its first international concession stand at French luxury department store, Printemps.

To mark this special occasion, Aje’s co-founders Adrian Norris and Edwina Forest documented the backstage process of putting together a runway show – from the quiet, in-between moments to the surreal chaos of it all.

Edwina: I’m watching one of our models in a black lace look, as Adrian perfects the drape. This piece was a challenge – balancing strength and sensuality in one silhouette. There’s always a point where design meets reality, and adjustments become intuitive. Our conversations are often unspoken at this stage; we both just know what feels right. Every pin and tuck moves the garment closer to its truest form.

Adrian: There’s a sense of stillness in fittings that I really love. It’s the moment when the collection stops being sketches and fabric swatches and starts becoming real. Watching how each look sits, moves and transforms with the model’s presence is where the magic happens. Every detail matters – posture, texture, light. It’s in these quiet, focused moments that the show truly starts to take shape.

Edwina: There’s something deeply personal about these last-minute refinements. Scissors in hand, fabric between fingers; it’s pure instinct. One subtle cut can shift the entire balance of a look. I love this part of the process because it’s raw and honest, no sketches, no screens, just craft. In these tiny, quiet decisions, the collection finds its final shape. It’s where vision and touch meet.

Adrian: The storyboard is where our vision and the models’ energy meet. Seeing the line-up in full always gives me chills. It’s the first moment we can really imagine the flow, the rhythm [and] the story on the runway. Every model adds their own presence, transforming sketches into something living and powerful.

Edwina: We stopped by the showroom between castings and concept meetings, partly to reset and partly to see how the new pieces were sitting in space. I remember collapsing into this chair for a moment, watching the light move through the dresses, soft yellows, greens, watercolour prints. It reminded me why we design the way we do. There’s this quiet poetry to it all that’s easy to forget when you’re rushing around.

Edwina: Taken through the translucent set walls, this image feels poetic to me, like a glimpse into our private world of creativity. Adrian and I were doing one last walkthrough, talking about lighting, music and how each look would flow. There’s a surreal calm before the show, that mix of nerves and pride. In that blur, you realise fashion is both dream and discipline, hours of precision to create fleeting beauty.

Adrian: Another moment of stillness in the rush. The make-up team worked with precision, amplifying the natural strength of each model. I love seeing how all these creative forces intersect backstage – hair, make-up, styling, lighting – each detail threading into one story. You can feel the room sharpen in focus as showtime gets closer.

Adrian: This shot captures the calm chaos backstage; models gathered in their final looks, stylists making last-minute tweaks and friends catching glimpses of the pieces. Seeing the collection come together in motion is surreal. We wanted to play with contrasts: softness and structure, transparency and texture. In that sea of white and light, I felt immense pride watching our vision come alive.

Edwina: Backstage is an ecosystem. While fittings and styling are happening in one corner, hair is being perfected in another. Watching this quiet focus on detail always moves me. There’s something so human about it – everyone giving their energy to make a collective vision real. It’s in these quieter pockets that the emotion of a show builds quietly, powerfully.

Adrian: Our final walk at the end of the show: pure joy. The reaction was overwhelming; months of work condensed into a few luminous minutes. Standing beside Edwina, I felt proud of our team, of how each piece reflected craftsmanship and emotion. Paris has always been a dream for us, and to present Aje here felt like coming full circle. Gratitude, relief and exhilaration all at once.