AJE’s EDWINA FOREST & Adrian Norris
EARLIER THIS MONTH AJE SHOWCASED THEIR BEAUTIFUL RESORT 21 COLLECTION, CHROMA. ‘THIS IS NICE’ CREATIVE DIRECTOR, JAX RAYNOR, SAT DOWN WITH AJE CO-FOUNDERS EDWINA FOREST AND Adrian Norris TO DISCUsS THEIR NEW COLLECTION, why they chose colour theory as the main inspiration and a few of their favourite things…
Photography by Talia Binkin
JAX RAYNOR: Congratulations on your beautiful Resort 21 collection, Chroma. Having followed Aje for years, it is clear that colour, among many other things, is something that you do very well. What in particular drew you towards choosing colour theory as your main inspiration behind this collection?
Edwina Forest: As a brand, Aje is always drawn to the duality or contrasts of multiple meanings and the beauty of interpretation. For Resort 20/21, which we titled Chroma, we delve into how colours are projected in different ways based on the wearer and what they wish to inject into the world. I loved the intrigue of colour complexity, of the same colour having multiple meanings, which can reflect the complexities of the wearer. There is much to consider as the same colour can have multiple perceptions, which reflects the wider society and culture in which they exist.
What is your favourite piece from this collection? I’m in love with the Concept Dress, it feels so perfectly Aje to me.
AN: The Concept Dress is definitely a new love. Also, the denim Framework Shirt and Short in rust is effortlessly cool.
EF: The billowing ‘Encircled Maxi Dress’ which was shown in room one, is so exquisite. The lightweight tiers evoke a sense of movement and softness.
JR: With things operating a bit differently than usual this year, you still managed to create such a beautiful experience to showcase this collection. Do you feel there is a silver lining to having to think outside the box in terms of producing this type of event?
Adrian Norris: We spent months considering a new format to launch Resort 21 collection and reimagining what a ‘brand experience’ would feel and look like in this new landscape… The scope of how we live and absorb information has changed, so our intention was to acknowledge this creatively, and to create an evocative brand experience.
FAST FAVOURITES
JR: Place?
EF: Our secluded piece of land in the southern tablelands called ‘wylde’. It revitalises my soul. And Paris, our second home.
AN: The Greek islands.
JR: Colour?
EF: Black/white. Technically shades not colours but I love that both provide a black canvas for design details to take prominence. Sometimes when strong colour and exaggerated design details collide, the result is a little overwhelming.
AN: White
JR: Muse?
EF: The Aje girl is our forever muse.
AN: Ralph Lauren.
JR: Dinner spot?
EF: Dear Saint Eloise in Potts Point, Sydney.
AN: Berts in Sydney.
JR: Collection you’ve designed?
EF: Our Resort 18/19 collection, where we had the pleasure of working within the archives of one of Australia's most prolific artists, Brett Whiteley.
AN: All of them.
JR: Artist or Designer? (other than Aje of course)
EF: Brett Whiteley, Joshua Yeldham, Jenny Topfer, Aida Tomesco, Tamara Dean, Chanel Tobler, Shannon Smith, Carol Crawford.
AN: Kandinsky.
Edwina’s favourite collection, Resort 18/19
Adrian’s favourite dinner spot (and one of ours too) Bert’s in Sydney
Image by Bartolomeo Celestino
When I think of Aje I think of effortless pieces that are feminine and playful and yet still strong- I always feel like myself when I’m wearing Aje. How do you find the perfect balance while designing these collections so that they are beautiful and strikingly unique but also wearable?
EF: That’s so beautiful to hear. The brand after twelve years has continued to evolve but our foundations, spirit and ethos has very much remained kindred, since the early days. There is a duality that we embrace, which I’ve always thought stems from the duality within Adrian and myself – both in business but as humans too. We love to explore the raw beauty, the tough with feminine, the perfect and imperfect in each collection. It’s all of these contrasts and contradictions which are at the heart of the brand.
JR: Aje has always drawn inspiration from the Australian landscape and homegrown talent, especially artists. What is the creative process behind choosing which artisan you would like to work with next? We have so many amazing talents here in Australia, it seems like it would be almost impossible to decide.
Models working with Chanel Tobler to create Aje’s Resort 21 ‘brand experience’
EF: For us, artistic collaborations feeds into design. Given Adrian’s background in art and my ongoing immersion in the arts as well as design, architecture, interiors…. we both love to uncover historical and emerging talent here at home and when travelling abroad.
We’ve worked with Chanel Tobler collaboratively for seasons now with her divine ceramic work featuring in our stores and showroom, as well as an upcoming collection. Chanel had also been working within my husband’s (photographer Felix Forest) Sydney studio for some time, so this felt very natural to continue weaving this tapestry. Laura Jade is a completely new and remarkable discovery; her work so compelling and ethereal, and closely attuned to how colour and mood are inextricably linked to the mind and biology.
How do you want someone to feel while wearing this collection?
EF: Chroma was designed to explore of the impact colour can have on humanity, so ultimately, we wanted to incite joy, positivity and beauty.
JR: You’ve recently worked with the iconic Italian tennis shoe brand Superga to create the perfect shoe for summer that is just the right mix of classic Superga and classic Aje. The shoes have been designed and produced using 100% organic materials and methods which is so amazing. Can you explain a little about why having this collaboration be thoughtfully produced was so important to you?
AN: We are excited to launch a second collaboration and very first sustainable co-design with Superga. Last year’s Resort collection saw our first design collaboration with Superga which was incredibly popular with the Aje customer. For Resort 20/21 this year, we co-designed the shoes with organic materials and conscious methods which withstand a low impact on our environment. The result is two timeless and modern styles with ultimate recyclability in mind, from the organic thread to our packaging.
EF: We are committed, conscious and continue take step towards driving sustainability as we focus on initiating a number of conscious product initiatives from vegan leather, organic cotton styles to this proud collaboration with Superga.
Superga x Aje will be available from October 23rd
fill in the blank, ‘it’s __________ to be nice’
‘IT’S NATURAL TO BE NICE’- EDWINA FOREST
‘IT’S IMPORTANT TO BE NICE’- Adrian Norris
#itscooltobenice