Aje
Bold. Beautiful. Unbound.
Marking a defining moment for Australian fashion label Aje, the brand unveiled its ‘Rebel Rebel’ collection on the global stage of Paris Fashion Week, described as a ‘daring exploration of form and femininity, where bold silhouettes meet raw, exquisite materials.’
Rebel Rebel
Tasked with bringing ‘Rebel Rebel’ to the consumer market, we explored how to add strength and substance to Aje’s already refined fabrications. With the collection rich in design, detail and structure, our art direction introduced a fashionable dose of attitude – amplifying the brand’s “bold, beautiful, unbound” ethos.
We reimagined the sculptural silhouettes against striking architectural backdrops, leaning into texture and craftsmanship to create a campaign of strong visual contrast, where softness meets structure, and elegance is offset by attitude.
