PARIS IN THE FALL: Australian contemporary brand Aje will make its Paris Fashion Week debut on Oct. 7, with an off-schedule show called Rebel Rebel at Palais de Tokyo.
Aje was founded in Sydney in 2008 by Adrian Norris and Edwina Forest, and has 45 stores across Australia and New Zealand. It sells through more than 70 international retailers including Net-a-porter and Farfetch.
The brand, which specializes in colorful daywear and occasion pieces, will open its first international concession at the Printemps Paris flagship in February.
“Paris holds a deeply personal place in our journey, from our long-standing wholesale endeavors to my time spent living there,” said Forest, the brand’s creative director.
Forest said the return “represents both a sense of homecoming and a bold step forward,” and will allow the brand to showcase its “craft and creativity on a global stage.”
Norris, chief executive officer of Aje, said that after 17 years, “showing in Paris is a proud and pivotal milestone for us.”
The duo added they chose Paris because “it has always been the global stage for creativity and craftsmanship. Our niche lies in offering a modern, ready-to-wear interpretation of artisanal design, one that pushes construction, detail and quality at a price point the market is calling for amid a slowdown in luxury.”
Norris and Forest said that Aje’s strength lies in “translating runway pieces into wearable garments that our customer can seamlessly add to her wardrobe. As we look ahead, our focus is on building thoughtful distribution across Europe and the U.S., with partners who share our values and commitment to craft.”
The Paris spring season is scheduled to run from Sept. 29 to Oct. 7, and will feature a slew of designer debuts.
New creative directors will show their first women’s ready-to-wear collections at Dior, Chanel, Balenciaga, Loewe, Mugler, Jean Paul Gaultier, Maison Margiela and Carven, reflecting a period of unprecedented creative upheaval amid the global slowdown in luxury spending.
