The Aje Report


From Sydney, With Love | Discover The Aje x Selfridges Pop-up

Now present in the heart of Oxford Street: the Aje Pop-up has officially arrived in Selfridges London.


Curated by Co-founders Adrian Norris and Edwina Forest, the fashion house opened its proverbial doors in the Contemporary Studio on Floor 3 of the acclaimed retailer’s London location on July 25th; bringing its distinct aesthetic and uniquely Australian flair to the UK.


Featuring sought-after styles from the recent Pre-Fall ‘Biophilia’ and Fall 22 ‘Provenance’ collections alongside a selection of Aje signatures, the Pop-up celebrates the brand’s vision to bridge the gap between coastal and urban style through effortless essentials and statement occasion pieces crafted with a luxurious sensibility.


Keep reading to enjoy a behind the scenes glimpse of the new Aje Pop-up in Selfridges London.


Showcasing a curated mélange of new season and signature Aje pieces; discover voluminous dresses and statement separates that embody the fashion house’s dedication to raw beauty, tough femininity and effortless cool.


Adrian Norris, Aje Co-founder and CEO, says the Aje Pop-up in Selfridges is a "celebratory moment for the brand" that showcases the house's "ongoing dedication to effortless Australian style".


Sharing the same sentiment, fellow Aje Co-founder and Creative Director Edwina Forest says the newly opened space marks a "truly momentous occasion for us as a fashion house", describing the selection of pieces curated especially for Selfridges as ones that embody "core Aje design codes".

Inspired by the sculptural aesthetic reminiscent of Aje stores throughout Australia and New Zealand, rendered in a palette of soft neutrals and free form curves enhanced with sinuous ceramic vases by Australian design studio, Marloe Marloe.


Find Selfridges sales advisors on hand to provide expert styling advice and create your Aje capsule wardrobe, with effortless essentials and elegant occasionwear echoing a distinctly Australian sense of style.

Open for a limited window of time, visit the Aje Pop-up in Selfridges at the Contemporary studio on Floor 3 in Selfridges London today.

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