Tagline
All Wonderful Adventures Kindle Enthusiasm
A.W.A.K.E. MODE is a fashion brand founded in London in 2012 by designer Natalia Alaverdian. Its name comes from the initials of “All Wonderful Adventures Kindle Enthusiasm.” The brand focuses on women’s ready-to-wear and also offers shoes and bags, proposing an “avant-garde yet versatile wardrobe” informed by references to art, film, history, and other cultures. Its signatures include the reworking of classic shirts, tailored coats, and dresses, as well as asymmetrical tailoring. The brand has presented collections at London and Paris Fashion Weeks.
Concept
A.W.A.K.E. MODE is exploring the idea of creating avant-garde yet versatile wardrobe, recognisable for its innovative cuts, unexpected details, light-heartedness and subtle cross-cultural and historical references from art and film.