Build fashion authority and recruit new customers.
Use globally recognised fashion talent and credible style voices to make Aje more visible and desirable among prospective customers in the US and UK.
Create desire & recruit
The aim is to build a curated network of women who embody different expressions of Aje: fashion, music, art, food, film, design, personal style and occasion dressing. All tied back to the brand pillars.
Their value comes from the cultural world they represent, the credibility they have within it and their ability to create something meaningful with Aje.
Proposed global talent and cultural partners
- Adut Akech
- Global fashion credibility
A powerful potential house ambassador: internationally recognised, with an authentic Australian connection and the ability to position Aje within global luxury fashion conversations.
- Role
- Hero campaign imagery, fashion storytelling, selective red carpet dressing and major brand moments.
- What she changes
- Elevates Aje's international visibility and fashion credibility.
- Peggy Gou
- Music and cultural influence
Peggy represents the intersection of music, fashion and contemporary culture. Her audience reaches beyond conventional fashion consumers.
- Role
- Score the hero campaign film or DJ an Aje Fashion Week after party, with a deeper partnership considered after the initial collaboration.
- What she changes
- Introduces Aje to a culturally engaged global audience that may not currently follow the brand.
- Laila Gohar
- Art, food and creative credibility
Her distinctive approach to food and table design could create an Aje experience that is culturally interesting and visually recognisable.
- Role
- Co create a dinner event or installation.
- What she changes
- Positions Aje as a brand participating in contemporary culture, rather than simply sponsoring it.
- Julia Busuttil Nishimura
- Community and connection
Her world of food, entertaining and creativity offers a warmer, more accessible way to bring customers into Aje.
- Role
- Host an intimate long lunch, bringing together her community and selected Aje customers.
- What she changes
- Makes the Aje world feel personal, welcoming and participatory.
Other potential relationships would play different roles across priority markets.
| Talent or cultural voice | Market opportunity | Proposed contribution |
|---|---|---|
| Aon Somrutai | Global fashion and social audiences | Fashion Week visibility and social conversation |
| Anastasia Gerrans | US and Paris | Personal styling and fashion led product discovery |
| Jihoon Kim | Asia, Europe and US | Regional cultural and style storytelling, subject to identity and audience validation |
| Carla Ginola | France | Local fashion credibility and cultural introductions |
| Irene Kim | South Korea and global | Fashion credibility, creative individuality and market relevance |
| TrendingwithTinsley | New York | Accessible style storytelling and discovery |
| Harriet Herbig-Matten | Europe and global | Selective red carpet or screen culture opportunities, subject to contracts |
| Yourfriendhannah | Australia | Next generation styling and relatable product discovery |
| Alison Roman | US | Food led cultural gathering and community |
| Juliet Angus | UK | Fashion, styling and hosted experiences |
| Paige DeSorbo | US | Occasionwear, weddings and culturally relevant social storytelling |
| Soph Dopha and Jaz Handmade | Australia | Gen Z reach in origin market |
All names are proposed directions, not confirmed relationships. Availability, audience quality, brand fit, commercial terms, existing exclusivity and geographic relevance require validation.
Talent and recruitment
Connecting Talent to Customer Recruitment
Build cultural credibility in priority international markets.
Partner with local creative voices, artists, musicians and fashion insiders who can introduce Aje authentically to new cultural communities.
Make Aje relevant to the next generation of customers.
Work with emerging creators, stylists and cultural voices who show how Aje fits into contemporary wardrobes, social occasions and everyday personal style.
Content pipeline
Build a Content Pipeline, Not a Posting List.
Build a curated network of long term creative relationships that generate distinctive content, cultural experiences and ongoing brand value, rather than relying only on one off influencer posts.
House ambassadors and global cultural partners
International recognition, fashion credibility and major cultural moments.
Friends of Aje
Stylists, artists, chefs and musicians who co create stories and host experiences.
Occasion voices
Wedding, event and styling specialists who connect Aje to real purchase occasions.
Aje community
Customers, store stylists and micro creators showing how Aje is worn in real life.
How we work with them
01
Long term relationships
Annual partnerships and creative collaborations, not per post transactions.
02
Co creation
Each partner contributes something recognisably hers: a film, a dinner, a collection edit.
03
Access, not discounts
Early collection access tracked through links rather than promo codes.
04
Content with a second life
Usage rights agreed upfront, so the best content runs across paid, CRM and product pages.
05
Clear Partnership Expectations
Agree upfront on deliverables, fees, content usage rights, geographic reach, disclosure requirements and exclusivity.
06
Measured beyond followers
Qualified reach, saves, shares, branded search, new customers and tracked revenue.