The Aje Report | Online magazine | Aje Insider – Edwina Robinson
Aje is a fashion house dedicated to raw beauty, tough femininity and effortless cool.
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EDWINA ROBINSON

Bringing it home for our latest #AjeInsider, get to know our creative director, Edwina Robinson, as she talks life before Aje, her greatest inspirations and top tips for those wanting to start out in the industry.

EDWINA ROBINSON

Bringing it home for our latest #AjeInsider, get to know our creative director, Edwina Robinson, as she talks life before Aje, her greatest inspirations and top tips for those wanting to start out in the industry.

THE LADY ADELLA DRESS | $595

Let’s take it back to the start, what was it like starting out at Russh Magazine?

I moved to Sydney to begin an internship at Russh, post BA of journalism and pre-Aje. It was an amazing starting point. I worked there for three years as the first fashion assistant to three different and equally amazing fashion directors. To learn and understand the creative processes so closely of three different stylists, gave me such a wonderful grounding. Russh itself was such a hive of passion and energy filled with a tiny team of amazing, creative and super hard working humans. There were so few of us, each one doing so much. We weren’t following the norm and everything was a challenge but the satisfaction felt so much better as a result. We were all so proud and excited for the release of each issue as each time it felt like we would never arrive! Every page was filled with so much love and dedication. I feel very proud and blessed to have been part of the beginning of such an extraordinary publication.

 

How did you meet Adrian and how was the idea of Aje born?

Adrian or ‘Olivier’ as I have always called him, met in the summer of 2004 through sheer happenstance as is the meeting point of most soulmates. We met through friends in Brisbane – he was back from Art school in Venice and I had just graduated from university and was off to Sydney to begin at Russh. Olivier was about to open a clothing boutique in Noosa and I spent three months over the summer helping him do so. From this point, we have always been each other’s creative bouncing board and a few years later ‘Aje’ was born – to bridge the divide between coastal and urban style, a melange of natural fabrications (linens, cottons, leathers), and artisan techniques in aspirational silhouettes.

THE LADY ADELLA DRESS | $595

THE LADY ADELLA DRESS | $595

What’s your favourite Aje collection to date?

Each collection is such a poignant reminder of points in my life, and in the journey of Aje. It is impossible to select a favourite but rather, I can feel proud of different elements in all of them. They have brought us to the point we are at today which is a very happy place.

 

Talk us through a day in the life of Edwina Robinson/Forest.

Each day is very different however, when not travelling for work, I cherish a routine –
I wake up at 6am, have a shower and make a cup of herbal tea (fresh lemon, ginger, tumeric, thyme, manuka honey and cinnamon).

 

I meditate with my husband for twenty minutes, then dress for work. I then drive or walk (depending on the weather) to one of my favourite cafes – Jackie’s in Paddington. It feels comfortable and familiar but I also love the energy it brings. I sit for a hour gathering thoughts and planning my day.

 

I then go to my office around the corner in Paddington where my day is filled with fittings, meetings, emails and researching.

 

Generally end the day with dinner home or out with my husband and friends, if not having to be somewhere for something work related.

THE NOBLESSA TOP | $695

What are your all time favourite magazines?

Russh will always have a very special place in my heart. I love it’s aesthetic and it’s soul. All Vogue Publications – even the ones I can’t read. Love Magazine. Interview Magazine. Porter Magazine. Twin Magazine. Gentlewoman. I also love what Alexandra Nataf and Ilona Hamer are doing with Unconditional!

 

How do you like to unwind and recharge your creative energy?

I love nothing more than retreating countryside or oceanside with my love. The elements are the best way for me to feel peaceful and recharged.

 

When jet setting away, where are your favourite travel destinations?

My husband, a photographer, always likes to go somewhere new, whilst I get stuck on a good thing. I love the Amalfi Coast of Italy, I love Paris and I love France in general – luckily I married a frenchman!

 

What are your travel must haves?

For me, it’s always important to travel light so I always pack my favourite pieces as they are always the ones I migrate to. Depending on seasonality but for summer, my staples are:
– White broderie anglaise summer mini dresses and blouses.
– A go-to jacket for evenings, my favourite is a man style blazer
– Leather mini skirt.
– Superfine cotton jersey tees.
– White oversize shirt for throwing over bikinis.
– Marysia bikinis in all colours – I can’t get enough!
– Favourite broad rim summer hat.
– Black Saint Laurent flat sandals. Alexander Wang black heeled sandals. Black Saint Laurent boots.

THE NOBLESSA TOP | $695
THE HENDRICKS LEATHER PANTS | $795

THE NOBLESSA TOP | $695
THE HENDRICKS LEATHER PANTS | $795

Talk us through the journey between your first boutique to the 9 Australia wide you have today.

Our first Aje boutique was in Bayswater Road in Potts Point – a bustling little zone full of creative and stylish humans. From the start we placed strong importance on the branding of our boutiques, ensuring they encapsulated the essence of Aje. From Potts Point to our network of 9 boutiques today you’ll find our signature details – wooden logo, copper railing, natural linen curtains, leather accents, white flooring and fresh greenery. With each new opportunity, we have designed our stores carefully to sit naturally in each location, with our loyal following always in mind. Opening 8 boutiques in 3 years is something I wouldn’t wish to go through again but something both Adrian and I are immensely proud of today. Our current focus is building our international presence through established and supportive wholesale accounts. Stay tuned!

 

As a Creative Director, what are your secret sources of inspiration?

I am inspired by anything and everything – beauty and inspiration can be found in the most simple and mundane of places as long as you are open to finding it, It’s all about passion and perception. Sometimes the best kind of travel to do is in one’s mind!

 

How would you describe your personal style?

My style is a little like a uniform. Many decisions are made each day so I have different versions of the same pieces that I wear so I don’t have to think about it too much in the morning. I love a monochromatic colour palette and find it difficult to deviate from this. I love a little element of the unusual, mixed back with an element of classic. I’m very much tough femme, you’ll never find me without a leather mini and heel like my favourites from Saint Laurent and Alexander Wang. I definitely think it is important to feel and look great all the time – you never know what is around each corner and every moment matters.

THE ERICHSEN JACKET | $890
THE FAWCETT JUMPER | $395
THE MISS MOSS MINI | $395

THE ERICHSEN JACKET | $890
THE FAWCETT JUMPER | $395
THE MISS MOSS MINI | $395

THE ERICHSEN JACKET | $890
THE FAWCETT JUMPER | $395
THE MISS MOSS MINI | $395

THE FAWCETT JUMPER | $395

THE COSTELLO TOP | $295

What are your favourite beauty products/secrets?

I am a huge lover of holistic beauty products and I think that meditation does wonders for the skin as does a healthy diet. You have to look after the inside before anything topical will work.

 

I regularly see a natural beauty therapist (Christine Tross) who gives the most amazing facials using only natural products and light therapy. She also makes a remedy of different oils that I put on every evening (Rose Hip, Vitamin C, Vitamin E.)

 

I also love Dr Hauschka products especially the Clarifying Oil, Cleansing Cream, Clarifying Clay Mask and the Theseeke Rose Body Elixir.

 

Makeup wise, I love Laura Mercier products as I love minimal makeup and like my skin to look dewy and healthy – their primer is amazing, and I love a brushed brow and they have the most amazing Brow Build Fibre Gel.

 

Hair-wise, I keep it totally natural. I love the Moroccanoil Dry Shampoo just to add a little volume and texture – it also smells amazing!

 

What are the top 5 staple pieces every stylish wardrobe needs?

– Black leather mini skirt
– Black leather jacket
– Black man style blazer
– Statement white blouse
– Killer accessories – sunglasses, bags, shoes!

 

What’s your number one tip for anyone starting out in the industry?

You need to dream big to make it big but must always remember that nothing amazing comes without passion, determination and hard work! Also you don’t have to be a ballbreaker to be successful. Kindness goes a long way.

THE COSTELLO TOP | $295

THE COSTELLO TOP | $295


The Aje Girl: Edwina Robinson (@Edwina_Robinson)

Photographer: Brigette Clark (@BrigetteClark_)

 Makeup: Amy Sartorel (@AmySartorel)

Hair: Julia McGrath (@JulesHair)

Stylist: Hannah Busby

MOBILE DEVICES BELOW

img_9664a

Let’s take it back to the start, what was it like starting out at Russh Magazine?

I moved to Sydney to begin an internship at Russh, post BA of journalism and pre-Aje. It was an amazing starting point. I worked there for three years as the first fashion assistant to three different and equally amazing fashion directors. To learn and understand the creative processes so closely of three different stylists, gave me such a wonderful grounding. Russh itself was such a hive of passion and energy filled with a tiny team of amazing, creative and super hard working humans. There were so few of us, each one doing so much. We weren’t following the norm and everything was a challenge but the satisfaction felt so much better as a result. We were all so proud and excited for the release of each issue as each time it felt like we would never arrive! Every page was filled with so much love and dedication. I feel very proud and blessed to have been part of the beginning of such an extraordinary publication.

 

How did you meet Adrian and how was the idea of Aje born?

Adrian or ‘Olivier’ as I have always called him, met in the summer of 2004 through sheer happenstance as is the meeting point of most soulmates. We met through friends in Brisbane – he was back from Art school in Venice and I had just graduated from university and was off to Sydney to begin at Russh. Olivier was about to open a clothing boutique in Noosa and I spent three months over the summer helping him do so. From this point, we have always been each other’s creative bouncing board and a few years later ‘Aje’ was born – to bridge the divide between coastal and urban style, a melange of natural fabrications (linens, cottons, leathers), and artisan techniques in aspirational silhouettes.

img_9711ag
img_9658a
img_9927111c

What’s your favourite Aje collection to date?

Each collection is such a poignant reminder of points in my life, and in the journey of Aje. It is impossible to select a favourite but rather, I can feel proud of different elements in all of them. They have brought us to the point we are at today which is a very happy place.

 

Talk us through a day in the life of Edwina Robinson/Forest.

Each day is very different however, when not travelling for work, I cherish a routine –
I wake up at 6am, have a shower and make a cup of herbal tea (fresh lemon, ginger, tumeric, thyme, manuka honey and cinnamon).

 

I meditate with my husband for twenty minutes, then dress for work. I then drive or walk (depending on the weather) to one of my favourite cafes – Jackie’s in Paddington. It feels comfortable and familiar but I also love the energy it brings. I sit for a hour gathering thoughts and planning my day.

 

I then go to my office around the corner in Paddington where my day is filled with fittings, meetings, emails and researching.

 

Generally end the day with dinner home or out with my husband and friends, if not having to be somewhere for something work related.

img_9992111
img_0004111b
img_9785a2

What are your all time favourite magazines?

Russh will always have a very special place in my heart. I love it’s aesthetic and it’s soul. All Vogue Publications – even the ones I can’t read. Love Magazine. Interview Magazine. Porter Magazine. Twin Magazine. Gentlewoman. I also love what Alexandra Nataf and Ilona Hamer are doing with Unconditional!

 

How do you like to unwind and recharge your creative energy?

I love nothing more than retreating countryside or oceanside with my love. The elements are the best way for me to feel peaceful and recharged.

 

When jet setting away, where are your favourite travel destinations?

My husband, a photographer, always likes to go somewhere new, whilst I get stuck on a good thing. I love the Amalfi Coast of Italy, I love Paris and I love France in general – luckily I married a frenchman!

img_9809a2
img_982311abw2
img_024211bw

What are your travel must haves?

For me, it’s always important to travel light so I always pack my favourite pieces as they are always the ones I migrate to. Depending on seasonality but for summer, my staples are:
– White broderie anglaise summer mini dresses and blouses.
– A go-to jacket for evenings, my favourite is a man style blazer
– Leather mini skirt.
– Superfine cotton jersey tees.
– White oversize shirt for throwing over bikinis.
– Marysia bikinis in all colours – I can’t get enough!
– Favourite broad rim summer hat.
– Black Saint Laurent flat sandals. Alexander Wang black heeled sandals. Black Saint Laurent boots.

img_0322111
img_0296111
img_034211bw
img_0035111

What are your favourite beauty products/secrets?

I am a huge lover of holistic beauty products and I think that meditation does wonders for the skin as does a healthy diet. You have to look after the inside before anything topical will work.

 

I regularly see a natural beauty therapist (Christine Tross) who gives the most amazing facials using only natural products and light therapy. She also makes a remedy of different oils that I put on every evening (Rose Hip, Vitamin C, Vitamin E.)

 

I also love Dr Hauschka products especially the Clarifying Oil, Cleansing Cream, Clarifying Clay Mask and the Theseeke Rose Body Elixir.

 

Makeup wise, I love Laura Mercier products as I love minimal makeup and like my skin to look dewy and healthy – their primer is amazing, and I love a brushed brow and they have the most amazing Brow Build Fibre Gel.

 

Hair-wise, I keep it totally natural. I love the Moroccanoil Dry Shampoo just to add a little volume and texture – it also smells amazing!

img_0059111crop-copy
img_0035111cropf

What are the top 5 staple pieces every stylish wardrobe needs?

– Black leather mini skirt
– Black leather jacket
– Black man style blazer
– Statement white blouse
– Killer accessories – sunglasses, bags, shoes!

 

What’s your number one tip for anyone starting out in the industry?

You need to dream big to make it big but must always remember that nothing amazing comes without passion, determination and hard work! Also you don’t have to be a ballbreaker to be successful. Kindness goes a long way.


The Aje Girl: Edwina Robinson (@Edwina_Robinson)

Photographer: Brigette Clark (@BrigetteClark_)

 Makeup: Amy Sartorel (@AmySartorel)

Hair: Julia McGrath (@JulesHair)

Stylist: Hannah Busby

MOBILE DEVICES BELOW

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