Designer Focus


Natalia Alaverdian follows her instinct while designing A.W.A.K.E.’s coveted collections. The label’s silhouettes are shaped by an enticing blend of feminine and eccentric elements.


New Season Collection

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About the designer

Russian-born, Belgian-raised but London-based designer Natalia Alaverdian founded A.W.A.K.E. in 2012. As an acronym for All Wonderful Adventures Kindle Enthusiasm, the label is renowned for its tailored ready-to-wear, offset by lighthearted and feminine detailing. The collections are inspired by a plethora of elements, ranging from Japanese culture to historical costumes and the animal kingdom. Tales of fashion are imbued into the label’s diverse blend of eclectic yet easily wearable designs.

Collection spring/summer 2018

A.W.A.K.E.’s founder and designer Natalia Alaverdian is known for her innovative take on classic tailoring inspired by historical references. For SS18, the collection showed voluminous deconstructed and asymmetric silhouettes featuring draped dresses and skirts. Boxy, oversized blazers, jackets and coats were worn layered with wide leg trousers. The overall neutral and monotone colour palette was highlighted by a poppy red hue and bold polka dot print. The three-dimensional hands cinching the models’ waists and the ceiling-reaching hats created a surrealist aesthetic.