Postcards | Hello Harrods

In the heart of London’s iconic luxury department store, Harrods, Aje continues to raise its global presence with a pop-up boutique from the 23rd of February through to the 17th of April, 2022 - embodying the brand’s raw beauty, tough femininity and effortless cool. Curated by co-founders, Creative Director, Edwina Forest and CEO, Adrian Norris, the pop-up is a first for Aje, creating a bespoke space to represent the fashion house's distinctive design ethos in the UK.

Showcasing the Spring-Summer 2022 collection ‘Sequence’, the pop-up is reminiscent of the sculptural beauty of Aje stores across Australia and New Zealand. Signature textured wall to floor treatments, a palette of natural white hues and contemporary architectural finishes in free forming curves are complemented by bespoke art from friend of the house, artist, Chanel Tobler.

The Myriad Dress

The personality of the Aje Harrods pop-up is mirrored by dedicated Harrods stylists on hand to provide expert styling advice, allowing guests to curate a new season Aje wardrobe in an elevated environment.

Aje Co-Founder and CEO says on the pop-up, “being located within one of London’s most historic landmarks is a celebrated moment for Aje,” with Edwina Forest, Aje Co-Founder & Creative Director continuing, “Harrods is a momentous occasion, allowing us to channel a true connection to brand loyalists and our global customers.”

The Myriad Dress

In celebration of the boutique, Aje has introduced an exclusive style to Harrods, the Impression Dress in Sky Blue. Its gentle voluminous puff sleeve and subtle ruffle detail is a coveted take on a classic Aje silhouette in a fresh new hue. Completing the capsule is a considered edit of midi dresses with precise cut out details, grand silhouettes and smock dresses, all in a breathtaking array of colours including lilac, ivory, teal, and hand painted ombré prints.