Aje has further demonstrated its heightened focus on storytelling through the debut of its resort 21 collection Chroma.
Following a website upgrade which allowed the brand to tell more of its story across digital platforms, the label has brought its storytelling back to life through an interactive showcase event for Chroma.
Located at Sydney's Camperdown Studios, the Chroma collection showcase was designed to stimulate guests' senses through shifts in energy and mood through light, projection, art, sound, and interactivity.
Based in colour theory, the event invited guests such as Yvonne Weldon, Renee Bargh and Delta Goodrem, to explore three multi-sensory spaces before writing a message of hope in the final white-filled soundscape.
Being able to continue to tell this and other collection stories on its website through dedicated content tabs, Aje has witnessed upticks in average page views per session and time spent on the site.
Following the upgrades, the business also witnessed a 135% increase in conversion.
CEO Adrian Norris told Ragtrader that the site is also more interactive for customers.
"We have a whole new section which is like a home page trending section.
"So if people are searching for a certain dress a lot that will actually come up as a trending piece for other people to click on and view.
"It's a lot more interactive and people can see what's happening on the website which is a really nice feature," he said.
As part of the launch of Chroma, Aje announced that its second collaboration collection with Superga will also debut.
The partnership sees the brands collaborate on two co-designed styles.
The Aje x Superga styles are made from organic cotton, hemp and environmentally friendly natural dye with minimal ink and recycled card used in the packaging process.