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Women

AJE CELEBRATES WOMEN WITH ‘IMPERMANENCE’ CAMPAIGN

Thursday 23rd July 2020

Life has value simply because it is transient and imperfect. ‘Impermanence’ is the title of AJE’s Spring 2020 collection, inspired by the Japanese mindset and practice of wabi-sabi which adheres to the idea that beauty is imperfect, things fall apart and we can see things through a new eye to seek newness in something old. Which is exactly what fashion needs. And so, Edwina Forest and Adrian Norris have created pieces that will perfectly deconstruct, pieces to be worn thoroughly, lived in and loved in and maintained for a lifetime. Pieces we feel good investing in. For the campaign, AJE have worked with a group of women diverse in age and perspective, including Adual Akul, Isabel Lucas, Maya Yemana, Sarah Grant, Victoria Massey, Nadia Fairfax, Yvonne Weldon, Emma Balfour and more. A solid lineup of brilliant women. We asked Edwina why she chose these women in particular: “As we were moving into a new season after such a tumultuous few months, it caused myself and Adrian, as well as our team — to take stock and share our appreciation for those around us, to find beauty in imperfection,” said Edwina. “We started to consider our longstanding collaborators and muses over the past 12 years as well as old, and new friends. This series beautifully captured by Hannah Scott Stevensen, is our way of valuing each individual, talented and change making in their own right, for the commitment they have always shown Aje. Yvonne Weldon who provided the welcome to country when we opened MBFWA in 2019, has been an ongoing source and master of insight, education and joy. Nadia [Fairfax] has known Adrian and I from the early Aje years, as one of our first ever employees. There are so many layers of connection with each individual, it was important to us to ensure each person was represented with their own keepsake of what impermanence meant to them, too.” See the exclusive photographs of AJE’s Impermanence collection below.

by Roxy Lola

ajeworld.com.au

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