Aje History: A Timeline from 2008 to Paris Fashion Week

Aje is an Australian fashion label founded in 2008 by Adrian Norris and Edwina Forest. In under two decades it has grown from a small coastal Queensland label into a house with its own boutiques across Australia and New Zealand, an activewear line, an everyday line and runway shows in Sydney and Paris. This timeline sets out the key moments in order.

2005: The founders meet

Adrian Norris and Edwina Forest met in Brisbane in 2005 and became close friends. Norris had trained at the Liceo Artistico in Venice, and Forest had worked at the Australian fashion magazine RUSSH. Our profile of Aje’s founders covers their backgrounds in more detail.

2008: Aje is founded

The pair launched Aje in 2008 while living on the Queensland coast. The name began as an acronym for “Adrian Joins Edwina”, and it is pronounced “age”. Aje describes its signature as raw beauty, tough femininity and effortless cool. Our guide to who Aje is sums up the label today.

2012: Aje opens its own stores

In 2012 Aje moved into its own retail, selling through its own boutiques rather than relying only on other stores. The label now runs more than 20 stores across Australia and New Zealand, and it has also been stocked by Harrods, Selfridges and Neiman Marcus. See where to buy Aje for today’s options.

2021: Aje Athletica and the Phonetics Series

In May 2021 Aje launched Aje Athletica, its first activewear label, with 35 styles in Australian sizes 4 to 18. Later that year its Phonetics Series spelled out the pronunciation of the name on the clothes. Our explainer on Aje, Aje Athletica and Aje Studio covers how the lines differ.

2023: Fifteen years and first swimwear

Aje marked fifteen years with its Resort 24 collection at Australian Fashion Week in 2023, which also introduced the label’s first swimwear.

Paris Fashion Week debut

Aje took its Summer 26 collection, Rebel Rebel, to Paris Fashion Week, its first show on the Paris schedule. Aje has since announced its Summer 27 collection, Unfurled, as a Paris Fashion Week runway show.

2026: Resort 2027, Siren

On 13 May 2026 Aje showed Resort 2027, called Siren, at Australian Fashion Week in The Lands by Capella in Sydney. The collection drew on the Australian landscape, with organza, sequins, feathers, fringe and suede. Read our Aje Resort 2027 edit for the pieces now at Coveti, and browse the full Aje edit.

Frequently asked questions

When was Aje founded?
Aje was founded in 2008 by Adrian Norris and Edwina Forest.

When did Aje open its own stores?
Aje moved into its own retail in 2012 and now has more than 20 stores across Australia and New Zealand.

When did Aje Athletica launch?
Aje Athletica launched in May 2021 with 35 activewear styles.

Has Aje shown at Paris Fashion Week?
Yes. Aje showed its Summer 26 collection, Rebel Rebel, at Paris Fashion Week, and has announced its Summer 27 collection, Unfurled, as a Paris runway show.

What did Aje show at Australian Fashion Week 2026?
Resort 2027, called Siren, shown at The Lands by Capella in Sydney on 13 May 2026.