Women Who Win: Edwina Forest talks building a global brand and celebrating success

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Women Who Win: Edwina Forest talks building a global brand and celebrating success


Since launching her Australian label Aje in 2008, Co-Founder and Creative Director Edwina Forest has built a global fashion brand with a very loyal customer. The brand’s signature aesthetic that encapsulates the Australian way of life, mixing city living with a relaxed coastal sensibility has resulted in 15 years of growth and success. As part of our Women Who Win series, I caught up with Edwina to ask what her biggest challenges have been growing an independent fashion label, balancing creativity with commercial demands and the importance of celebrating successes along the way.

(Image credit: Edwina Forest, Aje’s Co-Founder and Creative Director)

How would you describe the brand?
I began the business 16 years ago with my best friend and business partner. At the time it was a way to bridge this increasing divide between coastal and urban fashion that was very much existing within the Australian landscape—a relaxed coastal sensibility. These pieces can live, breathe and exist in an inner city landscape but they have to travel well, transcend spaces and live on for a long time.





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