A.W.A.K.E. MODE

A.W.A.K.E. MODE

Natalia Alaverdian founded A.W.A.K.E. MODE in London in November 2012, after working as a fashion director at Harper's Bazaar Russia. The name began as plain Awake, picked up its dots when she decided the word was too generic, and was then filled in as All Wonderful Adventures Kindle Enthusiasm. The label has since earned two British Fashion Awards nominations and a place on the Paris Fashion Week schedule, and this edit walks through how that sculptural point of view shows up across tops, skirts, dresses and tailoring.

Collage of runway looks, campaign shots and street style outfits that capture the A.W.A.K.E. MODE mood

Tops

I keep noticing how little Natalia Alaverdian designs like a person who spent years styling other people. The tops here run from faux suede circle cuts to oversized cotton and silk vests, and each one reads as a shape first and a styling idea second.

Skirts

Skirts are where the label's sculptural streak is easiest to spot, from fringed maxis to macrame and structured satin. They look like clothes that argue with gravity and mostly win.

Dresses

The brand describes its clothes as more than functional or decorative, closer to intellectual and emotional stimuli, which is a big job for a maxi dress. The flared crepe and faux suede circle dresses here make a decent case.

Trousers

Tailoring is the quiet backbone of the label, with barrel legs in wool and silk and rigid straight-leg denim. None of it shouts, and the interest lives entirely in the cut.

Jackets

Power shoulders and oversized tailoring in cotton, sheer silk, faux suede and wool. This is the group I would build a whole outfit around.

Coats and more

Here is the overflow, with faux suede and wool coats alongside dresses, denim and skirts that did not fit neatly above. It shows how wide the range runs once you stop sorting by category.

Newest shapes

These are the shapes I would add next: a ballerina top with an embellished bodice, an asymmetric jacket, a trapeze maxi skirt and a draped maxi dress. Each one keeps the label's habit of making a silhouette feel like an idea.

Why the name stuck

Alaverdian has said the name started as simply Awake and the acronym was worked out afterward. That backwards logic suits a label that keeps earning attention while still feeling a little off script.