What do you get when you mix a former Russh fashion stylist, a chilled-out graphic designer and his business-minded sister? Aje is the answer. A collaboration between Eddi, Adrian and Bree, respectively, Aje is still a young brand (its debut collection was in 2007) but has already seen great things.

Described by the designers as ‘disheveled elegance,’ the aesthetic is half barefoot hippie flower child, half rock and roll frontwoman. The garments would not look out of place in the wardrobes of perennial style icons such as Erin Wasson, The Kills’ Alison Mosshart or even Kate Moss. All of this is summed up in the current AW11 collection, La Tribu Russe. Think leather pants and bed head hair, a sequined dress and biker boots... easy, intrinsic pared-back glamour.

There is not a more perfect girl than Rachel Rutt to star in the AW11 campaign. She possesses so many of the same qualities as the clothes themselves: a sense of innocence and simultaneous worldliness, approachability, intrigue, the kind of unadulterated beauty you wish you could bottle. Tracksuits go tribal with embellished shell detail, dresses are one shouldered or with back cut-outs, lamb leather provides a softness against clangy hand-sewn sequins. Beneath the fur trims and sparkle there are everyday basics, like different sized singlets begging to be layered.

Aje is one to keep an eye on.