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AJE - the 2012 INNOVATORS

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FASHION FUTURE INTERVIEW QUESTIONS

Australian designers Adrian, Bree & Eddi-Label AJE talks of timeless style and their fashion journey.

 

Describe your style or collection

Aje. is reflective of our collective style: a little mix of everything: a little rock, a little boho; pretty with an edge yet tough with a softness and our career paths also like the label have been a little mix of everything but have always been heading in the same direction and none of us have ventured far from the fashion arena.

Adrian studied fine arts and design in Venice, Eddi comes from a styling and magazine background and Bree from a business/retail arena. It works because we have all known each other for a very long time; we have different takes on things but all in all, it is our mental collective that has allowed Aje to evolve.

The Aje. woman is constantly changing and evolving: she is effortlessly chic and elegant whilst always a little dishevelled, feminine whilst tough, 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.

1. Why is it so rewarding to be a leading Fashion Designer?

You get to live and breathe doing what you love

2. Where do you get your inspirations from?

Mostly from finding beauty in the strangest of places

3. What has been your greatest achievement?

We achieve great things every day, there are always obstacles and itís how we get through them stronger as a team that is our greatest achievement. Our flagship store will also be another one!

4. What has been your greatest challenge and how did you overcome it?

We are consitentely being challenged. Aje is not just a label, itís a business and in business, there are many obstacles. We are always learning

5. Whose style do you most admire?

Carine Roitfeld, Lou Doillon, Erin Wasson, Edie Sedgwick, Anita Pallenberg, Christophe Decarnin etc etc

6. What changes in your business, if any, have you made to adapt to the current economic climate?

Change forces people to alter perspective which is not necessarily a bad thing. With regard to the current economic crisis, we feel it is forcing us to become more focused on our business side and also to consider our designs from both a consumer and designer perspective. As much as we have been up there with the worst of consumer behaviour, we feel happy in that we have launched at a time where people are needing to consider their purchases more carefully, as we are creating pieces that are well-designed, well-constructed and timeless but above all, are not trying to be exclusive by way of pricepoint.†Moreover we have faith that positivity during this unstable time†will make us stronger both from a business and and design perspective.

7. Divulge the fashion piece that you couldn't live without?

Anything from any one of Christophe Decarninís Balmain collections

8. What is your worst fashion faux pas?

Oh dear,between the three of us collectively, they are way too numerous to count. I think when you expeiment with fashion, you definitely tread a very fine line between amazing and disturbing. Now we generally just stick to black, we can get away with more this way!

9. Where do you see yourself in 5 years?

Everywhere

10.†What advice can you offer to emerging fashion designers?

Remember fashion is a business not just a hobby and determination is the key to success

11. AJEís ĎHOT TIPí

Always remember to breathe

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