The thinking behind it.
Illustrative calendar. Align seasons and dates with Aje’s actual collection plan.
| Weeks | Product: Aje (leads the narrative) | Product: Aje Studio | Product: Aje Athletica | Cultural / brand | Commercial | Promotional |
|---|---|---|---|---|---|---|
| 1–2 | Drop 1: show pieces | Supports: show-inspired everyday pieces | — | Paris show; campaign film; house ambassador; founders' notes | Pre-order for show pieces; launch email to members | None |
| 3–4 | Drop 2: the races and events edit | — | Leads: spring reset (pilates, tennis) | Stylist seeding; Athletica creator series | Spring Racing; paid on event and "pilates set" terms, each to its brand's front door | Athletica multi-buy inside Athletica only |
| 5–6 | Drop 3: The Guest List | Supports: rehearsal dinner and day-after looks | — | Aje Table dinners in NY and London | Wedding season: US and UK recruitment campaign; occasion journeys timed to event dates | None |
| 7–8 | Drop 4: party season | Leads: work-to-weekend summer edit | — | Music partner moment; Friends of Aje night-out content | Party season: cross-brand "complete the week" CRM; styling events in store | Black Friday: members' early access and gift |
| 9–10 | Drop 5: gifting and resort | Supports: gifting edit | Supports: travel and lounge | Maker collaboration launch (e.g. ceramics); gift guide as editorial | Gifting CRM by past purchase across brands | None |
| 11–12 | Drop 6: summer travel | Supports: holiday packing and linen | Leads: summer movement | Summer chapter shot on the coast | Paid in Northern Hemisphere resort markets (Aje only internationally) | End-of-season sale, members first |