Aje brings together eight distinctive women from around the world, each representing a different creative perspective, community and expression of personal style.
01 · The Launch
A Fashion Week takeover.
Aje takes its fashion story beyond the runway and into the city. During Paris or London Fashion Week, premium vehicles featuring oversized portraits of the eight women bring The Guest List to life across selected fashion and cultural locations.
02 · The Invitation
You’re invited.
A hero campaign film, portraits and host announcements introduce the women and invite audiences into The Guest List.
03 · The Next Twelve Months
The launch is only the beginning.
Each woman introduces her own chapter, inviting her community into an experience inspired by her creative world, from music and art to food, styling and cultural gatherings.
Some women provide global fashion visibility. Others co create experiences and host communities. Every chapter creates new content, product discovery and opportunities to join The Guest List.
Eight women create twelve months of recruitment and marketing activity.
Eight chapters create approximately 48 weeks of activity, with the hero launch and seasonal moments providing additional peaks.
The program3–4
flagship experiences in priority markets, supported by smaller regional and digital events.
Each chapter follows a repeatable rhythm
01Host reveal
02Invitation
03Personal story
04Product edit
05Hosted experience
06Event content
07Introduction of the next guest
Not every global campaign face needs to host a physical event.
Some create
The hero imagery and cultural reach
Others lead
The experiences
That distinction keeps the talent strategy purposeful and the investment manageable.
The Sound
Amalfi
A music led cultural moment, potentially involving Peggy Gou, connecting Aje to a global creative audience.
The Table
New York
A dining experience co created with a cultural host such as Laila Gohar.
The Long Lunch
Melbourne
A gathering led by a woman such as Julia Busuttil Nishimura, celebrating food, creativity and community.
The Art of Dressing
London
A style led experience connecting distinctive Aje pieces to women's real wardrobes and occasions hosted by fashion influencer Juliet Angus.
Beyond the global launch
One Platform. Different Expressions of Aje.
While the global launch focuses on Aje, The Guest List is designed to extend naturally into Aje Studio and Aje Athletica in Australia and New Zealand, where relevant.
The same invitation led concept can connect each wardrobe to experiences that reflect how its customers live, dress and spend their time.
Aje Studio
The Weekend Away
A travel or weekend escape hosted by a creative voice, bringing everyday dressing to life through personal style, destination edits and shared experiences.
Aje Athletica
The Movement Club
An intimate Pilates or movement experience hosted by a relevant wellness or fitness personality, connecting the collection to community and active lifestyles.
The first chapter / Peggy Gou, Amalfi
The Guest List in market.
One chapter, three touchpoints: the billboard that stops her, the story that draws her in, and the invitation that brings her to the guest list.
BillboardOut of home in a premium retail street, driving to Ajeworld.com.
The Guest List / 01
Peggy Gou
Amalfi August 2027
“Music lets me create a world where people can be themselves.”
Request to attend
StorySocial and creator stories drive straight to the host page.
Aje.The Guest List
You’re invited.
Peggy Gou is hosting an intimate evening of music, art and the spirit of creative freedom on the Amalfi Coast.
Request to attendInvitations are limited and not guaranteed. Selected guests will be notified by email.
InvitationThe ballot confirmation and email keep the invitation feel.
What she experiences
The customer journey to recruitment.
From seeing a Guest List vehicle on the street, to joining and bringing someone else. Shown with one host: The Table in New York, a dining experience co created with a cultural host such as Laila Gohar.
01She sees it
02She clicks
03She follows
04She searches
05She visits a store
06She buys Aje
07She joins
Host example / The Table, New York, with Laila Gohar
01 She sees itFashion Week vehicle01 She sees itOut of home02 She clicksHost announces on social03 She followsThe dinner as film content05 She visits a storeGuest List swing tags
1
She sees it
She encounters the branded Aje vehicle during Fashion Week in person or seen through her social feeds, a campaign film supports the launch introducing the 8 women and what’s to come, coverage in fashion editorial and posts from some of the 8 women she may already follow. She also discovers the campaign through selected out of home placements in key fashion and shopping precincts.
Why she stops
Aje's distinctive look, oversized campaign imagery and unexpected cultural setting interrupt a feed of familiar fashion advertising celebrating 8 different women relevant across the globe.
2
She clicks
A woman she admires and follows announces that she's hosting her own Aje Guest List event and inviting followers to register for a chance to attend.
She clicks through to The Guest List hub on Aje's website, where she can discover the host, explore the experience, enter the invitation ballot and shop the featured looks. She is automatically added to a separate CRM journey built out for her.
Why she clicks
She is being offered something more interesting than another product advertisement. It’s an opportunity to enter a world she wants to be part of.
3
She follows
Each host introduces her own chapter, with a new experience, personal styling, behind the scenes content and shoppable collection edit.
The next host is revealed as the previous chapter concludes.
Why she follows
The Guest List becomes an evolving series of interesting women, places and cultural experiences, rather than a repetitive product feed.
4
She searches
She sees a guest wearing an Aje dress and searches for the brand, garment or occasion.
Paid search and organic content capture terms such as Aje dress, statement wedding guest dress, unique races outfit and sculptural occasionwear.
Why she searches
She's discovered a specific piece she wants to know more about, rather than simply browsing without knowing what she wants.
5
She visits a store
Selected Aje stores bring The Guest List to life through campaign windows, curated guest edits, occasion styling appointments and demonstrations of craftsmanship.
In store Guest List swing tags connect the product to the women, experiences and cultural moments behind it. Customers can scan to discover who wore the piece, how it was styled and shop the full edit turning a moment of product consideration into deeper brand engagement.
Why she visits
The campaign has created desire, but the store helps her feel confident making the investment.
6
She buys Aje
The piece feels different from what everyone else is wearing.
The silhouette, construction and detail help justify its value.
She's seen it styled by someone she admires, for an occasion she can imagine attending herself.
Why she buys
Distinctiveness, visible craftsmanship and personal relevance.
7
She joins
The Guest List is open to anyone who wants to join.
Members receive early access to selected drops, invitations to future experiences and opportunities to nominate women for upcoming editions.
They can introduce friends to the platform, creating an ongoing recruitment mechanism.
Why she returns
She's now part of an evolving brand world, with new stories, collections and experiences to discover and always seeing a new host as part of The Guest List.
