Australian luxury label Aje has unveiled its first physical space in London, opening a pop-up inside department store Harrods.
The design of the space takes inspiration from Aje's Australian and New Zealand retail store network and features textured wall to floor treatments, a palette of natural white colours and art from artist, Chanel Tobler.
The pop-up houses Aje's new spring-summer 2022 women’s ready-to-wear collection Sequence and will operate for eight weeks until mid-April.
Aje co-founder and CEO Adrian Norris said the opening represents a significant milestone for the brand.
"The opening of the pop-up represents a symbiotic relationship between Aje and Harrods, to propel interest and to engage with a significant community of international shoppers.
"As destination retailers, we have fashioned an exceptional brick-and-mortar shopping experience which emulates the brand’s timeless Australian style.
"The current luxury ready-to-wear offering and interior space alike, provides an extension of the discerning details and atmosphere encountered throughout all Aje retail environments.
"Being located within one of London’s most historic landmarks becomes a celebrated moment for Aje," he said.
To celebrate the opening, Aje invited friend-of-the-house Bettina Looney to host a private styling session for some of London's most recognisable names.
Among those that attended the session were London-based Australians Candice Lake, Jessie Bush and Nadia Phillips, fashion editor of Monocle Natalie Theodosi, British Vogue’s Donna Wallace, Marie Claire UK’s Penny Goldstone and singer Ciinderella Balthazar.
Aje co-founder and creative director Edwina Forest added that the space allows the business to cultivate stronger relationships with its international customer base.
"Aje’s distinct take on volume, statement style and artisanal detailing is presented within the dedicated locale, reaching a global community of women who will invest in Aje pieces that withstand the test of time.
"Establishing a physical international space that personifies our brand and our unique design code, within an institutional home such as Harrods is a momentous occasion, allowing us to channel a true connection to brand loyalists and our global customers," she said.
The Aje pop-up in Harrods is located at the Harrods Knightsbridge store for eight weeks until April 17 2022, in the 'Contemporary' department on the fourth floor.
It adds to Aje's local retail network which consists of 22 Aje stores and 5 Aje Athletica stores across Australia and New Zealand.