A.W.A.K.E. MODE

Under the Radar

Trendiness score

58 of 100

Popularity score

59 of 100

0

Brand fans

8

Product saves

London

https://awake-mode.com

Style keywords

Avant-garde

Sculptural

Architectural

Deconstructed

Minimalist

About the brand

A.W.A.K.E. MODE was founded in London in 2012 by creative director Natalia Alaverdian, with the brand name serving as an acronym for "All Wonderful Adventures Kindle Enthusiasm." The label emerged from Alaverdian's vision to create avant-garde yet versatile pieces that challenge conventional fashion while remaining highly wearable. Drawing inspiration from her multicultural Russian-Armenian heritage and background as a former fashion director at Harper's Bazaar Russia, the brand blends cross-cultural references from Japanese art, European film, and historical costume design. The brand is renowned for its sculptural minimalism, featuring innovative cuts, unexpected proportions, and clever construction techniques. A.W.A.K.E. MODE transforms wardrobe staples through an architectural lens, creating pieces that balance structure with fluidity—think asymmetrical jackets, origami-like folds, and modular components. Despite their artistic complexity, the garments maintain functionality and comfort, embodying the philosophy of "wearable art" that celebrates femininity while empowering the modern woman's daily life.

London

https://awake-mode.com

Instagram

435k followersOpen in app

What people are saying

YouTube

this collection did what it needed to do the colors the shapes the fit awake Mode really stayed true to their DNA on this one and John Lewis didn't water it down and that's something that I was a bit skeptical of every piece feels thoughtful elevated and wearable in real life.

May, 2025

YouTube

it's popplin. so I expected that crunchy stiffness. but it's actually super smooth. and it's so wearable. there's not too many fixtures actually there are none there's no zips there's no buttons it just goes on really smoothly crisp. simple no fuss.

May, 2025

Woman & Home

if you're new to Awake Mode, we would consider it one of the best British brands, known for having luxurious designs that are also practical for wearing every day.

Oct, 2024

Who What Wear

Having officially landed today, the 46 piece strong collection features the kind of sculptural dresses, detailed tops, sharp tailoring, and frankly killer coats we've come to expect from A.W.A.K.E. MODE's avant-garde take on femininity and polished dressing.

Oct, 2024

Good Housekeeping

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.

Oct, 2024

Clash Magazine

The result is a refreshing take on a sophisticated wardrobe, rooted in dramatic futurism, Alaverdian still manages to deliver a lightness and wearability that has become synonymous with A.W.A.K.E. Mode.

May, 2023

Coveti

They generally run true to size, but due to the structured fit, it's best to check each product's specific sizing chart or reach out to Coveti's styling team for guidance.

Oct, 2025

Coveti

Many Awake Mode pieces require dry cleaning due to the complex construction and high-quality materials.

Oct, 2025

YouTube

I originally bought a size 10 and I ended up sizing down to a size eight so if you do want to purchase this shirt i would definitely advise you to go down a size.

May, 2025

Good Housekeeping

This collection won't be for everybody. Some traditional John Lewis customers may find it too 'fashiony', too 'unusual', but that's why I love it so much: because it's a collaboration that really speaks to my personal style.

Oct, 2024

Good Housekeeping

Prices start at £49 for a T-shirt and go up to £399 for a coat – a fraction of the price of A.W.A.K.E. MODE's main line, from which you might pay up to £2,315 for a made-to-order jacket.

Oct, 2024

YouTube

this collection did what it needed to do the colors the shapes the fit awake Mode really stayed true to their DNA on this one and John Lewis didn't water it down and that's something that I was a bit skeptical of every piece feels thoughtful elevated and wearable in real life.

May, 2025

YouTube

it's popplin. so I expected that crunchy stiffness. but it's actually super smooth. and it's so wearable. there's not too many fixtures actually there are none there's no zips there's no buttons it just goes on really smoothly crisp. simple no fuss.

May, 2025

Woman & Home

if you're new to Awake Mode, we would consider it one of the best British brands, known for having luxurious designs that are also practical for wearing every day.

Oct, 2024

Who What Wear

Having officially landed today, the 46 piece strong collection features the kind of sculptural dresses, detailed tops, sharp tailoring, and frankly killer coats we've come to expect from A.W.A.K.E. MODE's avant-garde take on femininity and polished dressing.

Oct, 2024

Good Housekeeping

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.

Oct, 2024

Clash Magazine

The result is a refreshing take on a sophisticated wardrobe, rooted in dramatic futurism, Alaverdian still manages to deliver a lightness and wearability that has become synonymous with A.W.A.K.E. Mode.

May, 2023

Coveti

They generally run true to size, but due to the structured fit, it's best to check each product's specific sizing chart or reach out to Coveti's styling team for guidance.

Oct, 2025

Coveti

Many Awake Mode pieces require dry cleaning due to the complex construction and high-quality materials.

Oct, 2025

YouTube

I originally bought a size 10 and I ended up sizing down to a size eight so if you do want to purchase this shirt i would definitely advise you to go down a size.

May, 2025

Good Housekeeping

This collection won't be for everybody. Some traditional John Lewis customers may find it too 'fashiony', too 'unusual', but that's why I love it so much: because it's a collaboration that really speaks to my personal style.

Oct, 2024

Good Housekeeping

Prices start at £49 for a T-shirt and go up to £399 for a coat – a fraction of the price of A.W.A.K.E. MODE's main line, from which you might pay up to £2,315 for a made-to-order jacket.

Oct, 2024