A.W.A.K.E. MODE

Fashion editors are increasingly being elevated to celebrity status on social media for their sense of style and ability to find new rising stars — and some are going even further by creating their own brand. After five years as fashion director for the Russian edition of Harper's Bazaar, as well as brief stints as a photographer and artistic director, Natalia Alaverdian founded the label A.W.A.K.E. in 2012. An acronym for ‘All Wonderful Adventures Kindle Enthusiasm' and inspired by a quote from her younger brother, the name soon became a symbol for fresh and original fashion. Using a subdued palette primarily composed of monochrome tones dotted with slightly more vivid accents, designs from the London-based brand combine Japanese and men's tailoring along with a preppy English flair. Topped off with a romantic-fantasy vibe inspired by Tim Burton, whom the designer particularly adores.
With an enduring love for fashion, Natalia Alaverdian's road to launching her own brand was winding yet rewarding. The Russian was raised in Belgium from the age of 12, and after studying business and styling (despite her parents' preference for traditional courses, she found design too complicated), she visited her grandmother in Moscow. There, she landed her first job with Marie-Claire magazine. She continued working for various publications until her husband convinced her to go solo. A.W.A.K.E. was officially on its way up. Presenting its first collections in Paris, the label has been attracting some of the biggest audiences in London Fashion Week since Spring-Summer 2017. For Spring-Summer 2020, Natalia Alaverdian once again delivers simple yet extremely elegant fashion. A bare shoulder here and a ruched asymmetrical skirt there, with clips creating unprecedented volume. The entire collection is both rough and delicate, classic and modern, cool and sophisticated. A wardrobe made to last.