Founded in 2008 by best friends Adrian Norris and Edwina Forest, Aje is a contemporary Australian fashion brand dedicated to raw beauty, tough femininity and effortless cool.
As pioneers of Australia’s quintessential coastal to urban style, find Aje’s signature in a curated mix of effortless essentials and statement occasion pieces, each crafted with luxurious sensibilities.
The duo’s coveted creations illustrate a pure reflection of their learnings and background, with Adrian’s training at the acclaimed Venetian Art School, Liceo Artistico Venezia, and Edwina’s tenure at leading fashion magazine, RUSSH.
Grounded in their mutual love of the arts, the like-minded pair devote each seasonal collection to their intrinsic sense of duality; balancing toughness with femininity, untamed volume with structure and signature statement pieces alongside effortless essentials.
The alice McCALL brand was launched at Mercedes Benz Fashion Week Australia in 2004. In 2009, the brand began building an online customer base with the introduction of their online eboutique.
In 2010, alice McCALL opened their first boutique in Sydney's Paddington. Today, the brand is host to 13 Australian boutiques with stores located in Paddington, Sydney Westfield, Sydney Bondi, Chatswood Shopping Centre, Chadstone Shopping Centre, Chapel Street, Pacific Fair, Emporium Melbourne, Macquarie Centre, Miranda, Warringah Mall, Chermside and Claremont Quarter as well as alicemccall.com
McCall has collaborated with various retailers, designing sell-out capsule collections for Topshop and General Pants Co. She has also collaborated with artists Eugina Loli, Alice Babich and Damon Downey to create standout, unique prints, runway shows and one off installations.