Reinvent. Reframe. Recreate. 

Aje’s Spring 21 collection, entitled ‘Reimagination’ is an exploration of reflection and re-emergence.

At the prospect of reinvention in the wake of a changed world, Aje Co-Founders, Edwina Forest and Adrian Norris became enticed by the idea of rebirth - allowing themselves to become lost in Aje’s heritage and sentiments of the past, only to emerge with a renewed sense of joie de vivre, and passion for creation in the present.

As evident in nature, where bodies of water form and reform in a show of ever-changing beauty, the falling apart and coming together of ideas lead to fresh perspectives, sprung afresh.

The duo played with notions of effortless maximalism, reworking silhouettes of old, and experimenting with techniques of new. Each reinterpreted piece, a gift to the wearer, with elements of past and present, to be treasured long into the future.

Find notes of unexpected hand beaded fringe embellishments, mismatched buttons, hand washed patchwork denim intertwined with a vibrant palette of yellows and pinks, blues and greens. Seasonal techniques such as contrast long hand stitch embroidery, handcrafted pintucks for dramatic pleating and digitally transferred hand painted prints in dip dye tulle continue to add to this elaborate show of optimistic reimagination.  

Explore the campaign here.