When it comes to being fashion forward, Sydney wins

For Aje co-founder Edwina Robinson there is little hesitation when it comes to describing the cool-factor of Sydney customers.

"Our Sydney customer tends to be quite unconventional in her style, embracing the more fashion-forward, statement pieces from each collection," Robinson says.

"The Strand boutique particularly, invites a very cool yet premium customer, who appreciates the creative vision behind each collection and loves to explore all that is new and unique."

Tonight Robinson will be on-hand at the Strand Arcade Aje boutique to meet customers at the historic building’s 16th annual fashion celebration, along with Dion Lee, Camilla Freeman-Topper and Marc Freeman from Camilla & Marc and Genevieve and Alexandra Smart from Ginger & Smart.

"This is the most honest and invaluable communication we can receive," Robinson says of the chance to meets shoppers.

Aje was founded in 2007 by Robinson who worked a Russh magazine and Adrian Norris, a former Noosa boutique owner, and has evolved from a label specialising in extravagant embellishment with supercharged Saturday night sexiness to delivering more sophisticated and contemporary offerings.
 
"Our spring/summer '17 Benevolent collection is inspired by Bernado Bertolluci's film, Stealing Beauty, which follows Liv Tyler’s character throughout her journey into womanhood," Robinson says.

"While the film is set in Tuscany, Adrian and I always love to bring an element of Australia into each of our collections so in this case, we reimagined the Tuscan summer-scape, as wide open dusty plains, with sun-lit daisy fields and wild, long grass. The collection is feminine, romantic and innocent while still having strength and mystery."

Aje’s work has already found a celebrity fan base with the label dressing Cara Delevingne and Teresa Palmer wearing their Sabine blouse and Banksia dress to David Jones’' season launch last week.

Tonight is a chance for Edwina to celebrate the label's recent successes in a familiar and friendly setting.

"My earliest memory of the Strand Arcade was as a child when we visited Sydney to stay with my grandmother at Christmas time," Robinson says. "It was always bubbling with activity and old world charm. For me, it still evokes a beautiful sense of nostalgia whilst being very contemporary with its well curated offering."

For details on The Strand Arcade's designer evening, visit here.