By Chelsea Abili
In the midst of Fashion Week’s whirlwind of runway shows and street style stars, I sat down with the visionaries behind BAE, a brand that’s quickly capturing the attention of the fashion world. Invtied to their showroom during Fashion Week, I had the chance to explore the deeper aspects of their newest collection, Queen of Hearts, and understand the visual story that's being woven through their style.
Taking sustainability to another level, BAE prides themselves on their ability to seamlessly integrate eco-friendly features to their brand new collection. From attachable accessories such as their heart shaped detachable patchwork, the founders tell me that the goal is to create, "High end fashion products for the everyday girl that represents individuality and self love."
"We wanted to promote the idea that products can be worn repeatedly. One outfit doesn't need to express a singular occasion. She can up-dress or down-dress the outfits however she wants by attaching or removing the brooches."
Our mission is to make every girl feel special.
Drawing inspiration from Alice in Wonderland, the colour scheme of designs is based on bold tones from deep red to dashing blue. There's a playful nuance to their collection, and it's visually appealing to see their concept being portrayed to vividly. "We want every woman to know that they are the special occasion - it's how they feel when they wear our clothes, not necessarily just how they look. Simplicity over luxury."
Being a designer for over 15 years, BAE founders consider fashion as a sense of identification, and a way to express yourself as a person. "We want to make every moment feel special."
With extended experience in the industry, they understand the value of branding, vision and perception. Their colour palette and bold fabrics insinuate a feeling of transformation, imagination and fantasy. Being inspired by their client who they describe as the "real woman", they believe that all shapes and sizes of women deserve to be recognised and to feel beautiful, which is why they dedicate their brand to designing silhouettes that suit all bodily figures. "We don't prioritise any age group or race. We are all one, and we want our clothes to embody that."
"We see our collection as a base for your wardrobe, rather than a full outfit, which leaves the woman with many options of how to style it. It allows her to be herself while still portraying our brand's value. Our pieces are timeless, and can be worn in any season. By mixing and matching different products from each collection, there's an endless amount of looks you can create. For example, by adding one of our warm sweaters on top of our simplistic red dress, you can create an entire new look. We want our customers to personify a version of themselves through our clothing."
With BAE having a dual meaning of being both an acronym for 'before anything else' and standing as a saying of love, the brand embodies a sense of self love and individual admiration. This is how they want to be remembered in the industry: as champions of personal expression and confidence, a brand that encourages everyone to prioritize themselves and embrace their unique identity, both through their style and their values. They encourage all aspiring designers to listen to their inner voice, and to "find your DNA. Do not be afraid to take risks - you never know where it could take you..."
Images by: Anastasija_Editior
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