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Brand Spotlight
A.W.A.K.E. MODE
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.
Style keywords
Avant-garde
Sculptural
Architectural
Deconstructed
Minimalist
Brand Spotlight
A.W.A.K.E. MODE
Style keywords
Avant-garde
Sculptural
Architectural
Deconstructed
Minimalist
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.