.HM’s sustainable subsidiary brand & Other Stories has collaborated with London-based brand A.W.A.K.E. Mode on a collection that will launch this fall.
Alaverdian felt very encouraged to take on the job with the retailer without any hesitations, she said.Courtesy of & Other Stories x A.W.A.K.E. Mode
“It’s quite fashion-forward, but without being too snobby or too heavy,” she said, adding it’s the reason she felt comfortable in designing for the brand because it’s what she tries to convey in her own pieces. Alaverdian said she never wants to intimidate her customers with the deep side of design, and is adamant that radical design can be comfortable and that everybody can find space for it in their wardrobe.with a high-street chain. & Other Stories portfolio of partnerships has always included a band of industry insiders, from Rodarte, Rejina Pyo to Zana Bayne and Sadie Williams.
In the process, Alaverdian was given total freedom to design, with & Other Stories handling production and fabric sourcing. The collection features ribbed knitwear that’s slightly off the shoulder, a black skirt with square stitching to give it a quilt illusion, a black coat with a cutout back and a white shirt that has a bustier attached to it.
The Swedish brand has stated that it has a goal of reaching 100 percent sustainably sourced or recycled materials by 2030.behind the pieces in the collection. “Not all the fabrics are sustainable, but the wool was sourced through the Responsible Wool Standard and we also used Naia yarn,” she said. In her own practices at A.W.A.K.E. Mode, the brand uses deadstock and recycled fabrics.
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