Since 2007, Aje has cornered the market for casual glam, or more specifically, the “off-duty-model” look. With a deliberate mix of statement and comfort pieces, it’s not surprising Kate Moss is a fan.
Designers Edwina Robinson and Adrian Norris’s signature touch is heavy embellishment (think sequins and ruffles) and luxurious fabrics (leathers, silks and lace), mixed in with low-key, everyday staples. With luxury fabrication and heavy detailing, the prices here easily drift up into the $400 range.
But Aje’s approach to styling is nonchalant rather than precious. You’ll see girls pair the brand’s sequin miniskirt with a loose cotton T-shirt and their favourite pair of leather boots.
Before Aje, Robinson worked as a stylist for Russh magazine. Norris owned a boutique in Noosa. The pair’s mix of urban and coastal influences filters through the design into their airy, light-filled boutiques.