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'A New Aeyde'
In Conversation with Luisa Dames

Over the past year, Aeyde founder and creative director Luisa Dames has been reflecting behind the scenes on the brand’s journey, distilling the brand’s core values, heritage, and influences into a new visual identity. To debut a new Aeyde, we commissioned an artistic short entitled ‘Motus’, choreographed and performed by contemporary dancer Mariana Torres. Hosted at Berlin’s iconic Kino International, we invited some of our closest friends and longest-standing collaborators to the premiere. In this interview, we talk to Luisa about her experience launching Aeyde’s next chapter.
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.
How does the brand update connect to the new collection?

The new brand CI is more grown-up and much bolder, but at the same time calm and designed to stand the test of time, like our core products. We develop each collection with a theme—if the brand identity is about reinvention, then the overarching theme for the new SS22 collection is ‘New Perspectives’, which applies to the new product, which is bolder and brighter, as well as our new take on the brand in general.

How does the new typographic system and logo tie into the overall brand identity?

Inspired by the fundamentals of German modernism, Aeyde products have always been calm, minimalist, and of course wearable—form marries function. We design modern classics that don’t follow seasons. This ethos applies to everything we do, from product to visual identity. The typographic system was inspired by a German font from the late 1800s, which was updated and digitized. A defining feature is its straight lines in some of the letters that mirror the kinks in some of our product. It is understated, bold, and refined, just like our footwear and accessories.

As well as founding Aeyde, you’ve also designed each product. Where do you find inspiration generally?

I have always been inspired by the people I meet or observe. In Berlin, I have the opportunity to meet an inspiring and intriguing mix of people. Here in particular you can immerse yourself in so many different milieus, which I find extremely exciting. There is also a huge amount of artistic expression in Berlin, too, like architecture, art, and design. Over the decades, the city’s architectural landscape has become a patchwork of different styles, from neoclassicism to Bauhaus and new objectivity. From just a simple walk around the city, you can absorb so much information, which can be applied across various facets of the brand.

Can you give us a hint of what’s to come in the coming months?

A key focus is continuing to establish Aeyde as an accessories house. Although we are always working on our iconic core collection, I am also always exploring and experimenting with new avenues that feel right for the brand.

What are you most looking forward to for the brand in the next couple of years?

I am so proud of what we have achieved over the years. The Aeyde team are such a special bunch of people who have joined along for this journey. I can’t wait to see which new talented individuals we will have onboard soon to help us build the brand even further.
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