John Lewis has announced a landmark collaboration with Awake Mode.
- The collection features 46 unique pieces, crafted in London.
- Launch date set for October 17, emphasizing modern luxury.
- Designed by Natalia Alaverdian in partnership with John Lewis.
- Aims to blend modern and traditional fashion sensibilities.
John Lewis has partnered with the renowned London Fashion Week label, Awake Mode, to launch a 46-piece collection that showcases a fusion of contemporary style and traditional elegance. This exclusive collaboration is part of John Lewis’s strategic initiative to revitalize their brand and introduce unexpected elements within their fashion lineup.
The collection, which debuts on October 17, was meticulously designed in the John Lewis London studio. Involved in its creation is Natalia Alaverdian, the founder and creative director of Awake Mode, who collaborated closely with the John Lewis in-house design team. This partnership aims to merge Awake Mode’s distinctive fashion approach with the established quality and aesthetic John Lewis is celebrated for.
John Lewis’s commitment to promoting British design is underscored by their patronage of the British Fashion Council, further highlighting their mission to support local brands and design talent. This collaboration not only elevates John Lewis’s fashion offerings but also strengthens its ties within the UK’s creative industries.
The collection features a mix of luxury materials, including cashmere and organic cotton, reimagined into wardrobe staples with asymmetric lines and bold trims. The color palette is a sophisticated blend of black, camel, grey, and white, accentuated by vibrant reds and purples alongside metallic elements, adding a contemporary twist to classic silhouettes.
Among the standout pieces are a deconstructed riding jacket, horseshoe vinyl leather trousers, and a pleated wrap two-piece, each reflecting Alaverdian’s unique design philosophy. The collection, priced between £49 to £399, will be accessible in ten John Lewis locations and through their online platform.
Natalia Alaverdian expressed excitement over the collaboration, noting, “Creating a bridge between John Lewis and Awake Mode and making a collection accessible to both of our customers is very exciting. The collaboration perfectly blends Awake’s unique identity with the quality aesthetic John Lewis is known for.” Queralt Ferrer, fashion design director at John Lewis, remarked on the synergy between the teams, highlighting how the partnership effectively brings fresh perspectives to the timeless classics John Lewis is known for.
This collaboration heralds a new chapter in merging innovative fashion with classic retail prestige.
