" Where there is pain, there is beauty... "
AJN
Gilberto Augusto, born in Brazil and now based in The Netherlands, is the creative force behind Augusto Ju Nior (AJN).
After moving to the Netherlands and overcoming personal challenges, he turned his experiences into a successful career in high fashion.
His designs merge deep-rooted cultural influences with a modern aesthetic, celebrating resilience and artistry.
The story of AJN was born from a personal journey of pain and transformation. Founder Gilberto Augusto, born in Brazil, lost his parents at a young age and grew up in an orphanage. With a deep connection to his family roots, he turned his experiences into something powerful: a fashion house that celebrates duality and finds beauty in pain.
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Naming the brand Augusto Ju Nior (AJN) is a tribute to his father and heritage, symbolizing strength and resilience. Starting this brand wasn’t just a creative outlet — it was a way to tell his own story and inspire others to do the same.
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By embracing imperfections, he channeled his emotions into bold, imaginative designs. His first creations, including the Amelia Bag, quickly stood out and became coveted pieces. This early success led to his own atelier, a Couture show, and collaborations with influential artists. But more than the accolades, his passion lies in showing the world that beauty can arise from even the deepest pain.
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AJN inspires people to embrace their strength, even through life’s storms. With a fresh take on luxury that moves beyond surface-level glamour, the brand proves that fashion can be a way to express both inner resilience and outer beauty.
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Each design tells a story of duality—where hard meets soft, where pain becomes joy, where light shines through darkness. AJN offers more than just fashion—it’s an experience that’s meant to be felt, lived, and loved.
Our vision
AJN is about creating deep, emotional experiences that bring people together. We challenge the conventional norms of fashion with imaginative designs and bold shows.
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AJN represents luxury that doesn't compromise on ethics, combining high-end craftsmanship with sustainable sourcing and commitment to social responsibility in every part of our process. Each product reflects our commitment to details and the significance of its story. We believe fashion is more than just an outward expression; it’s a way to reveal and enhance inner strength.
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We will create a world where people embrace every aspect of who they are, and where fashion serves as an art form that celebrates their full range of identities.
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​Our mission
At AJN, we are all about transformation—turning pain into power, and negative emotions into beauty. Our brand is designed for people who, despite life's challenges, choose beauty, joy, and self-expression.
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Our collections tell stories and invite you to embrace
duality—a layered perspective that goes beyond traditional luxury, blending outward expression with inner depth. Each piece celebrates resilience and empowers people to shape their own narratives.
​" Made of dreams... "
Values
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Passion
We work with people who have a deep passion for their craft. This enthusiasm drives us to continually innovate and inspire with our creations.
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Resilience
We believe in the power of resilience, dedicated to inspiring and empowering people, even in the face of adversity. Each design honors the power to transform pain into beauty and strength.
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Love
We approach everything with genuine love and attention. This love is reflected in every detail of our products and packaging, ensuring that every person who wears our brand experiences something truly exceptional.