Aje - bloomscape
Mercedes-Benz presents Aje
With the backdrop of the Sydney Opera House, it was Aje’s turn to open Mercedes-Benz Fashion week, a now established name in the Australian fashion landscape. Bloomscape - Resort 20 would emphasize the labels connection to Australia through the collections use of tasteful natural prints, textures. There was plenty of pleating and use of volume, resort 20 wasn't just about short silhouettes either. It will be interesting to see if the Australian prints and textures will flow onto the brands iconic logo tops.
The labels approach to communicating the collection digitally on Instagram saving on waste on show notes, invites and programs has been an key message in line with the labels sustainability.