The Aje Report


Pre-Fall 22 | Behind The Campaign

According to biologist Edward Osborne Wilson, Biophilia is the human tendency to seek connection with the natural world. Hollander House, an architectural wonder designed by David Hollander off the coast of Sydney’s Northern Beaches, sets the scene for Pre-Fall 22. Uncovering a conversation between nature, architecture and fashion, the campaign captures the magnetism of Biophilia.


Embodying the ethos of the collection, the unique dome-like structure is a sight to behold, curving in harmony with surrounding flora. The terrain-embracing, sculptural home evokes the essence of architectural masters such as Antonio Gaudi and Frank Lloyd Wright, both points of reference at Aje Atelier during the creation of Biophilia.

The relationship between human-made structures and organic materials is explored further inside with models Hannah Wick and Jeet Pavlovic standing statuesque alongside roaming plants, timber panels, copper fixtures and windows opening up to the surrounding bushland. The abstract silhouettes of Pre-Fall 22 feature raw textures, verdant greens and vibrant spills of colour compliment these architectural elements in symphony.

For Creative Director, Edwina Forest, the Frank Gehry Chair featured in the campaign was another allusion to the creative spirit of Biophilia. Architect Frank Gehry is best known for his dynamic use of bold curves, flowing lines and use of unexpected materials, such as the cardboard construction of the chair used in Biophilia, that twist convention. The collection’s exaggerated whipstitch details, signature raw edging, organic shaped cut-outs and dramatic gold eyelets follow suit with unexpected use of material and form, true to the fashion house’s focus on raw beauty and tough femininity.


Architecture, fashion and nature in idyllic union; discover Biophilia Pre-Fall 22.

Campaign Photographer: Bec Parsons
Head of Brand Visuals: Ria Kamat Shetty
Creative Director: Rebecca Khoury
Producer: Emma Elizabeth Coffey at The Artist Group
Content Creator: Helena Bammant
Video: Ty Mclennan
Props Stylist: Joseph Gardner
Makeup: Peter Beard
Hair: Jules Homard
Models: Hannah Wick, Jeet Pavlovic

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