Every now and then, a brand comes along and captures the hearts of the global fashion set. It’s not always in the flashy, “must buy every piece and wear it immediately” sense when the hype around a new creative director at a big fashion house reaches its zenith. Sometimes, it happens with a softly-softly approach, where an unyielding urge to just own something—anything—grows over time. Stylists, editors and influencers have plenty of beautiful clothes to enjoy, but there’s always room for a new, special addition, and one such example in recent times is most definitely Aje, specifically Aje’s dresses. Almost everyone on our team agrees that to lay claim to an Aje midi would be a truly wonderful thing. It’s an investment piece that transcends seasonal trends to simply look pretty for evermore.
It would appear that the feeling extends beyond industry insiders and our Slack channels. Recently, the Australian brand has experienced an uptick in searches via the global fashion shopping platform Lyst. Demand for the brand overall has grown by 17% since the beginning of March, with a 65% spike in people searching specifically for its beautiful dresses.
