Aje is an Australian fashion label with serious attitude. Known for mixing tough and feminine, urban and coastal, the label uses luxurious hand-loomed fabrics with hand-sewn embellishment. It’s a creative approach crying out for a touch of Swarovski sparkle—which is exactly what Aje brought to its 2017/18 Resort Collection, Awelye.
Unveiled on May 1, 2017, at Sydney’s Art Gallery of New South Wales, the collection was inspired by the rugged landscape of the Australian outback and the work of iconic indigenous artist, Minnie Pwerle. More than 26,000 crystals Swarovski crystals featured in three stunning looks that reimagined traditional body-paint designs.
First up was an exquisitely crystallized gown scattered with black and white Swarovski Flat Back Transfers—an evocation of the constellations in the Outback’s midnight sky; a signature Aje Tee with Swarovski-embellished logo, and a crystallised bandeau completed the trio.
A shared love of artisanal craftsmanship and creative innovation brought Swarovski and Aje together. The two brands met in Paris in spring 2016, where Margaret Zhang was photographing designs from Swarovski and Aje for the Fine Florals campaign. The synergy that developed led to Aje re-engineering the traditional use of crystals using modern heat-compression techniques to stunning effect in Awelye.
Aje’s design intelligence, which blends disheveled elegance and edgy femininity, has won it an international following. Devotees include A-listers such as Kate Moss, Beyoncé, Rosie Huntington-Whitely and Kim Kardashian, as well as international influencers such as Martha Hunt, Bambi Northwood-Blyth, and Isabelle Cornish. The brand already boasts a thriving online sales platform and nine standalone luxury boutiques—now they are set to make their presence felt on the wholesale global market.