It hasn’t been seen on an Aje floral print dress for 10 years, but that hasn’t stopped the brand’s founders Adrian Norris and Edwina Forest from falling victim to the tall poppy syndrome. “Everyone’s looking for a reason to bring someone down in this industry,” says Norris, who has heard plenty of rumours, including of a supposed rift between him and Forest. “People were looking at what was going on at other labels and trying to pick who was next.
” Models Serena Wardell and Amelia Qi in Aje Studio. Aje’s new, more affordable range puts rumours of a rift between founders Adrian Norris and Edwina Forest to rest. Credit: Louise Kennerley Whispers that the 16-year-old label once referred to as the next Zimmerman might be facing the same economic problems that accelerated the demise of Dion Lee and Alice McCall started in March, when 20 staff, including senior executives, were sacked from the business.
“Globally, retail is challenging. When times are tough, you just need to be better and do things better,” Norris says. “This is a hard industry, and the tall poppy thing doesn’t help.
Shouldn’t we be lifting one another up?” To be clear, Aje is not closing down. Norris says the executive restructure was a response to the tough economic climate. Instead, the business has been focused on facing financial headwinds by creating an affordable diffusion line called Aje Studio, launching on October 15 and aimed at Generation Z.
“We’re not calling it a diff.