
Image Taken at Gazebo
Aje is a creative collaboration between Eddie and Aje. It was spawned not only as a playground of expression for Eddi’s styling passion, Aje’s fine arts flair and sister Bree’s financial wizardry, but more-so, as a product to rival the international designer fashion market in both quality and affordability. The result: a label which strikes a perfect balance between innovation and wearability while still maintaining the elements it is devoted to: quality of fabric and design. It strives to blur the lines between fashion, lifestyle and age making pieces that appeal to everyone, from young girls to chic mothers. Each piece is fresh, luxurious, well-designed, wearable and affordable
How did Aje begin?
Eddie: Aje began with Adrian and Bree deciding that their store in Noosa needed a little something special…a label that no one else had. It has obviously evolved from there and the label has taken on a life of it’s own. I came on board a little over a year ago and I guess basically, our aim with each Aje. collection is to create a pieces that can sit unashamedly beside high end national and international labels without wearing a huge pricetag.
Describe Aje’s style and the girl you design for?
Eddie: The Aje. Woman is ‘effortlessly chic’. She always looks just like she has stepped out of French Vogue but she is completely unique. She is fashionable and trend aware but in no way trend obsessed. Her real obsession lies in he quality of fabric and design. She loves the feel of fabrics against her skin and the way the fabrics fit into the groves of her body. She is quite a contradiction in that she loves anything that is soft and feminine but she needs it to have a tougher edge. It is this contrast that is the essence of her allure. Her taste remains consistent from her youth to her middle age, the only thing that changes is the length of her hemline.
Do you have a fashion muse? Or someone you take great inspiration from while designing?
Eddie: The Aje. woman is constantly changing and evolving: she is elegant whilst tough, flamboyant whilst demure, extravagant whilst humble: a little like an Erin Wasson, Lou Doillon or a Charlotte Gainsbourg. She always maintains an air of elegance and luxury whilst being a little rock and eternally chic; definitely not confused but rather purposely contradictory.
If you won a trip to Disney land and you were only allowed to bring three people who would they be and why?
Eddie: My boyfriend, because I hate being without him and my business partners, Adrian and Bree…we’re already riding a rollercoaster together so I know they would be able to handle the rides!
Adrian: Probably my brother, sister and mum…I’m sure Dad could afford to pay his own way! Just kidding Dad, we would all chip in!
Bree: definitely my brothers, and my boyfriend, I don’t get to see him often, so If I got to go to Disneyland he would definitely have to come, and I cant go anywhere without my brothers!!
What’s playing on your ipod?
Eddie: If I had one, it would probably be Kings of Leon and would be on repeat.
Adrian: Unfortunately my stupid iphone somehow synched with someone else’s computer, don’t ask me how…but I’m now stuck with some bogan’s music collection
Bree: Whitest Boy Alive! Both albums are amazing!
If you could holiday anywhere, where would it be and why?
Eddie: Paris…is there a better place in the world?
Adrian: Venice…I used to live over there and haven’t been back for a little while
Bree: New York, I’ve never been
What is the story behind your new collection?
Eddie: Our initial inspiration for ‘La femme en rose’ actually came from this amazing hand loomed linen we found. We created pieces around it and then the rest of the collection fell into place…it became about a girl roaming through red dust deserts…she’s not lost but purposely wandering. There’s many soft, floaty feminine pieces and as always, some pieces with a tougher edge: lots of matte sequins, studding and leather.
What can we expect in the future from Aje? Where do you see Aje going in 5 years time?
Eddie: Hopefully big things…it’s a tough time at the moment, but fingers crossed we make it throguh and have an Aje Empire by then…we want to branch into retail stores beginning with Australia of course and then obviously overseas.
What is your favourite thing about fashion?
Eddie: the way it is constantly changing and evolving. Just when you think you have it all figured out, a new season begins. There’s never a dull moment…the people are amazing too.
Adrian: Being creative, and living one of the most interesting and enjoyable lives you could imagine
Bree: hmmmm I’m quite new to the fashion industry, but one of the things I enjoy most about this job, is it that I get to work with my best friend and my brother, on something that we all are so passionate about!
Check out the lookbook from their SS09/10 collection “La Femme En Rose” below…









