On March 17th, you hosted the premiere of Aeyde’s first short film ‘Motus’ at Kino International. Can you tell me a little about the evening?

The Kino is one of the most important cinemas in Berlin and an architectural masterpiece. It has long been the place to host film premieres and other key moments in the city’s cinema calendar. Aeyde’s story also started just down the road from the venue, so there was no better place to screen our first short film. I also knew that it was the right time to bring our community together, and so we wanted a space with plenty of room to host our friends and collaborators. An incredible dinner was served before the film screening, and then we spilled into the bar for drinks and a DJ set. It was the perfect way to celebrate the brand’s new chapter.

Why did you decide to create a film to celebrate the new Aeyde?

We’ve been on a long journey developing and shaping the brand over the years. It was a process to find our core identity and who we really are, and how we like to present this to the outside world. We are constantly moving forward, evolving and growing. Film felt the best medium to translate and share the journey we’ve been on. Plus, I’ve always wanted to make a film—I think it’s a really interesting medium to work with and something new for us.

How did you know it was the right time to take Aeyde in a new direction? What sparked it?

I’ve spent the past year reflecting on the brand and its journey. 2020 was such a rollercoaster year for everyone, and after that, I started to think about how we should continue. So there began Aeyde’s metamorphosis. I felt the need to touch everything from product to C.I. to brand identity. I considered Aeyde’s core values, our heritage, and our inspirations and influences, and began to strengthen Aeyde’s most important parts and translated them into a more refined visual identity.

Can you describe the inspiration behind the brand update? What were some key references that helped shape the final result?

Aeyde has always drawn inspiration from intriguing women around the globe, but the Aeyde team crafts and works primarily in Berlin, which has had a huge influence on our creative journey. I am German, but have lived in many different places, which allows me to approach building the brand and designing our product with a varied mindset. You will definitely find references from German modernism, like the Bauhaus, and 90s minimalism across the entire Aeyde world, but we also look to our product for inspiration. The gentle kink in our iconic Leandra boot, for example, has been translated into features of our new bespoke typeface, as well as upcoming footwear and jewelry.