A first look at Awake Mode X John Lewis. Vogue speaks to Awake Mode’s founder and creative director, Natalia Alaverdian, about the new collaboration, launching on 17 October.
High-street behemoths have a longstanding history of working with designer brands. From the buzzy to the established, retailers are well-versed in the power of a collaboration – not least for the fact that they can broaden a customer-base and offer exclusive, accessible price points. John Lewis’ latest partnership with Awake Mode borrows from this tried-and-tested model.
“Featuring innovative cuts and flattering modern silhouettes, the pieces are unique and special,” Natalia Alaverdian, founder and creative director of Awake Mode, tells Vogue. “It’s the perfect blend of Awake’s unique identity and the John Lewis quality aesthetic.” Without giving too much away you can expect to see tailored dresses and accessories flourished with unexpected details and embellishments, all crafted from fabrications including merino wool, premium cashmere and organic cotton.
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