Australian fashion brand Aje has launched an entirely new category with a lower price tag compared to the fashion house's other designer ranges.
The new range - called Aje Studio - covers over 130 styles, including denim, separates and dresses. It is an addition to the brand's usual premium-priced designer ranges.
The new collection retails from $79 to $299, which is notably less than the staple Aje brand where dresses can retail around $500 to $700.
“Similar to Aje, Studio is a reflection of our core values,” co-founder and CEO Adrian Norris told Ragtrader. “It was very important that we retained our product integrity and continued to create beautifully crafted and seasonless pieces at an attainable price point.
“In creating Studio we were able to take the time to reminisce on our roots and focus on a more pared-back approach to allow these styles to sit seamlessly in all aspects of our customer's everyday wardrobe."
According to Aje, the latest collection is conceptualised from the early shapes, designs and fabrications that the Norris and fellow co-founder Edwina Forest created in the Aje Atelier in the brand's early days “with a modern-day twist that keeps it fresh, coastal and always cool.”
“Collaborating on Aje Studio has been a journey that has allowed us to reminisce on our early days in Noosa,” Forest said. “It has allowed us to craft elegant, minimalist pieces that bring back the essence of our beginnings”
The first Aje Studio capsule has launched today (October 15) across select Aje and Aje Athletica locations and via its online website. The capsule will also be available in 25 David Jones stores across the country and the department store’s online channel.
“There is a customer who seeks beauty with a mindful eye on price, often settling for less in quality,” Norris said. “With Aje Studio, we’re bridging that gap. Each piece is crafted with the same meticulous care as our main collection with a more pared-back minimal look and feel.
“It is produced across 34 of our renowned Aje manufacturing partners in China, India, Indonesia, and Australia.”