John Lewis has announced a collaboration with the contemporary label Awake Mode, founded by Natalia Alaverdian.
- The collaboration results in a 46-piece collection, set to launch on 17 October, designed at the John Lewis London studio.
- It includes various items such as dresses, tops, tailoring, outerwear, and accessories, featuring luxury fabrics.
- This partnership is part of John Lewis’s modernisation plan, offering fresh elements alongside existing brands.
- The collection will be available in 10 John Lewis stores and online, with prices ranging from £49 to £399.
John Lewis has unveiled an exciting partnership with the contemporary fashion label Awake Mode, under the creative direction of Natalia Alaverdian. This collaboration marks a significant milestone in John Lewis’s strategy to combine modern and classic design elements, reinforcing their commitment to high-quality fashion enriched with unique design elements and innovative cuts.
Awake Mode’s inaugural collection with John Lewis will feature 46 meticulously crafted pieces, scheduled for release on 17 October. The collection showcases a blend of dresses, tops, tailoring, outerwear, and accessories, designed in collaboration with John Lewis’s in-house team at their London studio. The use of luxurious fabrics such as cashmere and organic cotton is a notable highlight, promising a rich tactile experience.
Commenting on the partnership, Alaverdian expressed her excitement about bridging Awake Mode’s unique design identity with John Lewis’s esteemed aesthetic. She stated, “Having the opportunity to create a bridge between John Lewis and Awake Mode and making a collection that is accessible to both of our customers is very exciting.” This sentiment underscores the collaborative spirit aimed at enriching the fashion choices available to customers.
Queralt Ferrer, the fashion design director at John Lewis, highlighted the importance of this collaboration in meeting their customers’ expectations for modern and wearable collections. Ferrer noted that the unique details and innovative cuts from Awake Mode seamlessly blend with John Lewis’s classic staples, offering both freshness and familiarity to long-time patrons.
The collection is crafted to appeal to a broad audience, with prices ranging from £49 for a simple T-shirt to £399 for intricately designed coats. It will be available in 10 John Lewis stores and online, providing accessibility to both in-person and online shoppers. The designs feature asymmetric lines, statement trims, and a diverse colour palette with accents of red, purple, and metallic elements, ensuring variety and style.
The collaboration between John Lewis and Awake Mode signifies a modernising step for John Lewis, enhancing their product line with contemporary designs.
