A new collection from a long-running retailer.
Aimé is a bit of a local secret in Notting Hill; the go-to destination for the likes of A.P.C and Isabel Marant for the yummy mummies of the late 90s before the rest of
the world Westbourne Grove caught up. Now the Parisian garconne look is a global style trope and Aimé wants to design the uniform. Its new line will release product in ‘chapters’, starting with a capsule collection of frill-edged blouses and boyish shirts of the sort fetishised by Jane Birkin and Sofia Coppola stans. Cashmere knits will follow in the winter.
“We wanted to free ourselves from that need [to keep up with trends],” says Aimé co-founder Val Heng-Vong. “Sometimes these changes are just noise, but our collection hums quietly.”
This is a common mission statement from brand founders, who usually discover that making ‘permanent heirloom pieces’ alone isn’t enough to sustain their business in the era of Instagram meme brands. Maybe post-Covid that will change as we shift to a ‘less but better’ consumer mindset? I’d like to think so.
WORDS: Disneyrollergirl/Navaz Batliwalla
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