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Edwina Forest & Adrian Norris

Co-Founders, Aje

The pair are shaking up the accessible luxury market with an advanced contemporary brand inspired by Australia’s effortless ‘coastal-to-urban’ aesthetic.


Edwina Forest and Adrian Norris are the founders of Sydney-based accessible luxury label Aje. The brand has earned a reputation for its finely balanced pieces combining sleek yet dramatic lines with romantic details and flatteringly proportions. Taking cues from the effortless nature of the Australian lifestyle and what the pair call a “coastal-to-urban aesthetic,” the brand is a favourite at Australian Fashion Week. Celebrated by buyers for its mixture of category killers and wardrobe staple, the brand has more than 20 mono-brand stores across Australia and New Zealand in 2023 and was stocked internationally at retailers like Harrods, Selfridges, Galeries Lafayette, Printemps, Neiman Marcus, Nordstrom and Bloomingdales. 

Once the pair hit a sweet spot for their main line, they launched premium athleisure line Aje Athletica in 2021. Norris then launched his first solo project, a wellness and beauty brand called Ikkari two years later. Together, the three brands are brought together under the umbrella of The Aje Collective, a firm with Norris serving as group CEO and Forest as creative director-at-large for Aje and Aje Athletica. Forest and Norris first met in Brisbane in 2005, becoming fast friends. Norris, who studied fine art in Italy, was running a fashion boutique called Strada in the resort town of Noosa at the time and enlisted Forest, then a stylist for Russh magazine, to help with the store. The pair launched Aje in 2008.

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The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.