John Lewis is excited to announce an exclusive collaboration with contemporary label of the moment A.W.A.K.E. MODE.
Launching today, the 46 piece collection – featuring dresses, tops, tailoring, outerwear and accessories – celebrates avant-garde femininity with sophisticated and distinctive one-of-a-kind pieces. It has been exclusively designed in John Lewis’s London design studio with every aspect of the range thoughtfully and consciously developed by Natalia Alaverdian, A.W.A.K.E. MODE’s founder & Creative Director, and our talented in-house design team.
On the collection, Alaverdian says: “Seeing the newly established modernity that Queralt and her team have brought to their own brand collections made John Lewis a dream brand to collaborate with. Having the opportunity to create a bridge between John Lewis and A.W.A.K.E. MODE and making a collection that is accessible to both of our customers is very exciting. For me, the collection is a perfect blend of A.W.A.K.E.’s unique identity and the quality aesthetic John Lewis is known for.”
The collaboration is part of John Lewis’ wider modernisation plan and will sit alongside our strong own brands and mix of established brands offering something unexpected for customers. As a patron of the BFC, John Lewis is also committed to supporting brands founded in the UK, nurturing design talent and supporting their labels, launching them to a nationwide audience.
Fabrication and design
Luxury fabrics sit at the heart of the collection with merino wool, premium cashmere and organic cotton seen across oversized cape coats, embellished knitwear and cut out t-shirts. Wardrobe staples are reimagined with asymmetric lines, statement trims and considered cut out details. A colour palette of black, camel, white and grey is accented with pops of hero red and statement purple as well as metallic detailing. Standouts in the range include a deconstructed riding jacket, horseshoe vinyl leather trousers, a pleated wrap two-piece and faux fur scarf coat.
Queralt Ferrer, fashion design director at John Lewis, says: “At John Lewis we know that our customers expect high quality, beautifully designed collections that feel modern yet wearable. As a design team we are committed to creating pieces that excite customers, which is why we were thrilled to partner with Natalia and A.W.A.K.E. MODE. We knew that her unique design details and innovative cuts would instantly bring a fresh feel to the classic staples John Lewis is known for in a way that compliments the wider collections.”
The collection is priced between £49 for a t-shirt and £399 for a coat and will be available to buy in 10 John Lewis stores and on johnlewis.com.
