TheFashionSpot team crashed Aje’s fitting a couple of days ahead of fashion week, speaking to designer Edwina Robinson and one of the label’s models, Rachel Rutt, about fashion week, the new collection and upcoming projects.
Edwina was surprisingly calm at the fitting, despite the ticking clock until the big show. “It’s seemingly under control,” she tells us. Aje is under a little more pressure than other Aussie brands, with its reputation for high production value shows building expectations. “It’s really important that everyone comes into our Aje world,” Edwina says.
We also bumped into Rachel at the Aje fitting, who counts MBFWA as a “nice time” because she gets to see all her friends and colleagues. “It’s a nice vibe in general, and it’s always nice to see what the year has in store for Sydney and Australia in general for fashion.”
It’s not all fun and games, though. Rachel tells us the first call time is usually around the early hours of 5am. “It is only for one week, and it’s kind of like a nice wild ride,” she says. “It’s kind of like going on a roadtrip or something.”
Fashion week is just one little job on Edwina’s never-ending checklist of things to do. She opened a new store in Sydney CBD’s Strand Arcade on Monday, April 12, the very same day as the Spring 2015 show. The label is also launching in Myer this July, a victory for any Aussie brand looking to win the stockist lottery, and its teaming up with Bank of Queensland ala Camilla and Marc with St. George Bank.