This Is the One Dress Brand Every Editor Wants to Own
Every now and then, a brand comes along and captures the hearts of the global fashion set. It’s not always in the flashy, “must buy every piece and wear it immediately” sense when the hype around a new creative director at a big fashion house reaches its zenith. Sometimes, it happens with a softly-softly approach, where an unyielding urge to just own something—anything—grows over time. Stylists, editors and influencers have plenty of beautiful clothes to enjoy, but there’s always room for a new, special addition, and one such example in recent times is most definitely Aje, specifically Aje’s dresses. Almost everyone on our team agrees that to lay claim to an Aje midi would be a truly wonderful thing. It’s an investment piece that transcends seasonal trends to simply look pretty for evermore.
It would appear that the feeling extends beyond industry insiders and our Slack channels. The past few years have seen the Australian brand stake its claim internationally as a brand to know. Last year saw an uptake in searches for the brand via searches via the global fashion shopping platform Lyst, and we’re still falling for the effortlessly feminine and romantic styles today.
With a need to find joyful and uplifting moments as necessary as ever right now, an era of ultra-charming, soul-lifting dresses is coming, and I couldn’t think of another label I’d rather picnic, walk or staycation in. So who or what is Aje, you ask? Why do people love the brand so, and who are the women wearing it? Where can you buy it, and what should you zone in on first? We spoke to the creative director and co-founder of the brand, Edwina Forest, to learn more…
Table of Contents
What’s Aje all about?
Aje may have only broken into the fashion people’s lexicon in the past few years, but over in Australia, fashion lovers have been keen on the Sydney-based brand since its launch back in 2008. Established by two best friends, Forest and Adrian Norris, Aje has a very recognisable, dreamlike signature. Exaggerated puff sleeves, detailed waists and full, swishy skirts are vital parts of the DNA. “Voluminous sleeves have such a romantic sensibility, instantly elevating any ensemble. You can definitely spot an Aje piece through our billowing sleeves or proportion,” Forest tells me, adding that the key to a successful piece of Aje effortlessness is the “contrast and balance” the pair strive so hard to create—soft with hard, volume with structure, dressed-up with casual. “As a brand that is fiercely proud to be Australian, we constantly look to our incredible surrounds and people, which underlines Aje’s unique aesthetic and essence,” says Forest. Yet there’s something uncannily British about the brand’s creations, a little quirkiness that you may not find from designers in other parts of the world.
Why are Aje dresses so special?
First off, just look at them! From the artisanal prints to the no-expense-spared volume of fabric used for each style, these intricately designed dresses are dramatic yet totally easy to throw on. Although they often come in at the waist, the cuts are roomy to move in, and thanks to well-chosen fabrics that even look good creased up, you don’t have to feel too precious about how, where or why you’re putting your favourite frock on. “Aje has a distinct signature style. The dresses are great, versatile pieces that can be dressed up or down. They have that effortless feel but at the same time make you feel standout and special without looking like you have tried too hard,” explains Suzanne Pendlebury, head of womenswear at MatchesFashion. “We have seen such great growth season-on-season, with strong sales in signature styles such as the Mimosa dress and the Concept dress. The brand offers the perfect dresses for a summer garden party, wedding or summer in the city.” Lyst confirms it, stating that these two styles are garnering the most searches from users over the past fortnight.
“The ethos of tough femininity and effortless cool has remained consistent throughout our brand’s evolution, but it did take (co-founder) Adrian Norris and I some time to define and understand what our take on a statement dress was,” says Forest. “As we experimented with shape and tone, we learnt that the Aje woman wants to feel confident, empowered but still playful, so we paired our signature of structured volume with colour or distinctive details like an interesting cut, so the piece stands the test of time and is not indicative of a trend.”
Who wears Aje?
From influencers across all continents to Hollywood and British A-listers, Aje has no shortage of superfans. In terms of celebrity, we’ve seen the brand on red carpets via Tracee Ellis Ross, on the streets thanks to Gigi Hadid and on nights out, with names such as Olivia Culpo and Katy Perry choosing the brand’s dresses to party in As for the Instagram crowd, the variety of women with totally disparate personal styles who are into Aje speaks volumes: There are minimalists such as Lydia of @femmeblk (above in the green Concept dress) and maximialists such as Blanca Miró (below in white). You can play up to the occasion and add jewellery, heels, a lovely handbag and so on, or you can quite simply let one of the fantastic creations do all the talking.
What’s aje’s inspiration?
We spoke to Aje’s co-founder, Edwina Forest, to find out what inspired her latest collection.
“Provenance’ was inspired by the effortless glamour and honeyed light of the South of France, as epitomised by La Colombe d’Or or ‘The Golden Dove’. An artist enclave founded in the early 20th century on the French Riviera, La Colombe d’Or has hosted visitors including Picasso, Matisse, Miró and Simone de Beauvoir. I was fortunate enough to stay at La Colombe d’Or and was mesmerised by the history, splendour and works of art showcased throughout the inn.
“When designing the collection, we wanted to explore why certain places have a golden energy, a je ne sais quoi, that captivates creatives towards them. Our focus currently is on the expansion of Aje’s global presence, while continuing to push our creative boundaries. We’re looking forward to taking both our collections and immersive experiences overseas in the coming year, bringing Aje’s signature dedication to raw beauty, tough femininity and effortless cool to the world stage.”
Capucine Puff Sleeve Midi Dress
Product details
- Fitted bodice with waist cut out
- Braided edging along cut out
- Short puff sleeves
- Gathered midi skirt with side seam pockets
- Zip and snap button closure at centre back bodice
- Invisible zip closure at centre back skirt
- Lined
Size and fit
- Model wears a size 8/S
- Model: 178cm/5’10
- Bust: 82cm
- Waist: 64cm
- Hips: 88cm
Size/fit guide
Fabrication
- 69% Linen 31% Viscose
- Dry Clean Only
Shipping and returns
We accept returns within 21 days of purchase.
Full-priced items purchased during a promotion are eligible for return for a full refund. Items purchased on markdown (outside of a promotion) or with a further discount applied are eligible for a return for site credit.
Due to hygiene reasons, we do not accept returns for jewellery.
View our shipping and return policies.
Dione Denim Long Sleeve Dress
Product details
- Collared long sleeve mini dress
- Self belt with heavy stitching
- Voluminous puff sleeve
- Non-functional pockets on front
- Functional angled pockets
- Functional gold hardware down front centre
- Twin belt loops at side front
Size and fit
- Model wears a size 8/S
- Model: 178cm/5’10
- Bust: 82cm
- Waist: 64cm
- Hips: 88cm
Fabrication
- 99% Cotton 1% Elastane
- Designed To Fade
- Wash With Similar Colours
- Delicate Cold Machine Wash
Shipping and returns
We accept returns within 21 days of purchase.
Full-priced items purchased during a promotion are eligible for return for a full refund. Items purchased on markdown (outside of a promotion) or with a further discount applied are eligible for a return for site credit.
Due to hygiene reasons, we do not accept returns for jewellery.
View our shipping and return policies.
Sara ramen
Romarin Knit Bodice Midi Dress
Product details
- Knit midi dress
- Fitted bodice with braided inserts
- Wide V-neckline
- Tiered pin tucks throughout
- Side seam pockets
Size and fit
- Model wears a size 8/S
- Model: 178cm/5’10
- Bust: 82cm
- Waist: 64cm
- Hips: 88cm
Fabrication
- 63% Rayon, 37% Nylon
- Delicate Cold Hand Wash
Shipping and returns
We accept returns within 21 days of purchase.
Full-priced items purchased during a promotion are eligible for return for a full refund. Items purchased on markdown (outside of a promotion) or with a further discount applied are eligible for a return for site credit.
Due to hygiene reasons, we do not accept returns for jewellery.
Romarin Knit Bodice Midi Dress
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