A. W. A. K. E. Mode Women

Atthe time when fashion editors are more star-studded than ever on social media for their style knowledge and ability to spot new players in fashion, some go even further and create their own brand. After five years as Fashion Director of the Russian edition of the magazine Harper's Bazaar and a foray into photography and art direction, Natalia Alarvedian founded the label A.W.A.K.E. in 2012. An acronym for 'All Wonderful Adventures Kindle Enthusiasm' and inspired by a remark from her little brother, the name quickly became synonymous with fresh and original fashion. Offered in a sober palette mostly composed of black and white and punctuated with slightly brighter shades, the creations of the London brand mix masculine and Japanese tailoring with a touch of English preppy. All sprinkled with a fantastico-romantic vibe drawn from the films of Tim Burton that the designer particularly loves. And while Natalia Alarvedian has always had an interest in fashion, the road to launching her personal brand has been winding... but virtuous. Following studies in business and styling (her parents insisted she follow a traditional curriculum and she found design too complicated), this Russian who grew up in Belgium from the age of 12 visits her Moscow grandmother. In the process, she lands her first job at the magazine Marie Claire. She then takes on roles in several publications until her husband encourages her to go solo. And the star A.W.A.K.E. is definitely on the rise. After the initial presentations in Paris, the brand has become one of the most anticipated shows of London Fashion Week since the Spring-Summer 2017 season.