Australian Fashion label ‘Aje’ Soars (with a little help from Kate Moss)

If you’re trying to establish a fashion label, it certainly doesn’t hurt to have someone of Kate Moss’ stature, photographed wearing one of your creations.

Aje is fast becoming one of Australia’s most coveted fashion brands. Describing themselves as fun-loving, creative perfectionists, this much-loved fashion label which includes designers Edwina Robinson (Eddi) and Adrian Norris (Aje) – pictured here with Kate Moss – has really taken off since winning the Chambord Shine Award in 2009. Beginning with a collaborative collection for Sportsgirl in 2010, Eddi and Adrian, along with Adrian’s sister, financial whiz Bree, have grown the label organically into the innovative brand that it is today.

By not getting caught up in the ‘latest trends’ this designing duo have created a more organic and raw collection around their seasonal ‘IT’ girl.

Speaking to Australian Women Online at Brand New Solution’s Online Anti-Ageing Event and Expo, Eddi said the brand’s success could not have been achieved if the two designers had chosen to fly solo and she lists open communication, having a balance between business and friendship, a solid foundation, and mentors, as factors that have kept the designers on track and achieving their goals one step at a time.

With pieces being manufactured in Bali (Adrian used to live there), New Zealand and China, Aje is slowly gaining cult status and with the recent appointment of an agent in the US this brand is definitely on the way up.

Aje can now boast one of the most iconic fashionistas of all time, Kate Moss as a fan. Pictured here with the designers, Kate Moss picked up the ‘Amaziah Fox Fur Jacket’ she is wearing from the Aje Store at this year’s Splendour in the Grass.

Aje has just released their Spring/Summer 2011 Collection titled “The Patchwork Romantic” – an ode to fragmented love, of love lost and love found – this modern sequined collection features special fabrications and embellishments, and with each piece taking up to six weeks to produce, the designers will happily admit to having an obsession with fabric integrity.

The new collection sees the synonymous ‘IT’ girl of “aje” becoming less edgy with a softer colour palette featuring whimsical soft pinks, nudes and ivory with a hint of sparkle here and there; perfect for an evening out!

But the collection hasn’t gone all soft and dewy, there’s still a touch of edge this season with gunmetal blue and tough matte black highlighting the emotions of tough love. And hand-loomed Morrocan striped cotton day dresses and elegant crinkled silk linen pleats in a mushroom shade, evokes daydreams of eloping to distant and exotic destinations.

The Patchwork Romantic personifies the rock boho vibe at the heart of the Aje brand and caters to the customer who is looking for something truly special, covetable and chic. Love is very much alive in all its patchwork glory.

For more information visit Aje’s website: http://a-j-e.com.au.