The Customer
She discovers Aje through culture, wears it for more moments in her life and returns because the experience is as compelling as the product.
Three Years On
The Fashion Industry
Aje's distinctive design point of view has greater visibility and influence internationally, with a stronger presence across global fashion media, influential creative communities and the markets where its next customers are emerging.
Who Wears Aje
Women with individuality and cultural influence. Artists, musicians, editors, creative voices and, most importantly, women who choose Aje because it expresses something about who they are.
Cultural Relevance
The Aje World and The Guest List have become recognisable platforms for bringing fashion, art, music, design and community together, creating cultural moments that introduce new audiences to the brand.
Commercial Impact
Online revenue has doubled over three years. International markets are contributing profitable growth, full price demand is stronger, and deeper customer relationships support Aje's broader ambitions.
The Five Things I Made Happen
- 1
Made Aje even more unmistakable.
Amplified Aje's distinctive creative identity globally, working closely with the founders, product and creative teams to bring a consistent brand world to life.
- 2
Built cultural relevance that recruits customers.
Established The Guest List as an enduring platform connecting Aje with new audiences through fashion, talent, culture and shared experiences.
- 3
Connected brand desire to commercial growth.
Brought creative, merchandising, marketing, retail and digital together around a more connected customer experience that drives both brand desirability and commercial performance.
- 4
Made digital a genuine growth engine.
Improved product discovery, conversion and customer relationships to build a more profitable, scalable online business.
- 5
Built a team and culture capable of delivering the ambition.
Earned the trust of the founders, empowered talented teams and created alignment, accountability and shared ownership across the business.
5x bigger.
Not 5x louder.
Just more Aje.