Blundstone boots stole the show on the fashion week catwalk, according to industry insiders.

We teamed with Aje for their runway show at Mercedes Benz Fashion Week Australia in Sydney after they approached us to help portray the label's "quintessential effortless Australian style".

It was an industry influencer front row with Mimi Elashiry, Sarah Ellen, Tessa James, Yan Yan Chan, Gabby Neal, Tanja Gacic, Kate Waterhouse, Nadia Fairfax, Carmen Hamilton, and Eleanor Pendleton.

"Blundstone and Aje embody the spirit and effortless Australian fashion and lifestyle," said Blundstone CEO Steve Gunn.

Aje designer and director Edwina Robinson said the collection had many reference points to the Australian landscape, culture and style. "Work boots are iconic to Australia and we wanted to ground and toughen the collection. The Tasmanian brand was the perfect alignment!" she said.

And the boots certainly attracted attention. Fashion editors loved them, declaring "the humble Blundstone stole the show on the fashion week catwalk."

"The models looked so strong and fierce as they walked down the catwalk in these cool, tough boots," Edwina said. "I love the contrast between tough and feminine, it's the essence of all our designs. This being said - the Blundstones tie in effortlessly with the Aje sensibility. Throw a leather jacket over a simple oversized tee, sequin or denim mini skirt or bejewelled jeans and Blundstone boots - winning combination!"