Yahoo Lifestyle Aje MBFWA 2014 Designer Interview
Aje
What’s the inspiration behind your spring/summer collection?
Eddi: “We create our collections for strong, bold women – and they don’t come braver than the first female adventurer Osa Johnson. In the early 20th century, she was famous for exploring exotic faraway lands such as Borneo, the Congo, Africa; authoring books and creating films to share her amazing adventures with the world. After researching Osa, we fell in love with the woman who was as comfortable walking the red carpet in couture as she was trekking through the Serengeti in a safari suit, and we wanted to tell her story through our SS14/15 collection ‘Aje Married Adventure’. Osa Johnson completely epitomizes the Aje brand.”
In your opinion, what are some of the big trends we can expect to see on the catwalk at MBFWA?
Eddi: “We try to stay true to our own aesthetic rather then following the international trends. A little insider knowledge – We have taken our embellishment to the next level, and there may be a hint of luxe safari in there.
How will you be using social media during fashion week, ie, will you be glued to twitter and instagram?
Adrian: “It’s a huge element of our brand, and during Fashion Week we’ll really be ramping things up. There’s something so special about putting on a MBFWA event and getting feedback from followers around the world instantly as it happens.”
What are you most looking forward to at fashion week this year?
Eddi: “We are so excited about our SS14/15 show – it’s a concept that hasn’t been done at Fashion Week in Australia and pays homage to the theme of the collection perfectly.
What will you be doing after fashion week wraps?
Adrian: “We’re coastal creatures at heart (Eddie and Adrian grew up together on the Sunshine Coast) so we’ll probably pack a bag and escape to our hometown for some down time before the new season kicks off.”
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Aje MBFWA 2013 runway photos
