John Lewis is set to make waves in the fashion world with its latest collaboration with the contemporary label A.W.A.K.E. MODE.
This partnership, curated by the British Fashion Council, is a highlight of London Fashion Week's 40th anniversary and marks a significant moment for both brands.
The collection, consisting of 46 pieces, will be available online and in ten John Lewis stores starting October 17th.
This exclusive collection underlines John Lewis's dedication to high-quality design and innovation. It features an array of outerwear, knitwear, tailoring, and accessories, all of which have been meticulously crafted to blend avant-garde femininity with wearable sophistication. The collaboration aligns with John Lewis’s ongoing efforts to support emerging design talent and bring unique, exclusive designs to a broader audience.
The collection was developed in John Lewis's London design studio in collaboration with A.W.A.K.E. MODE's founder and Creative Director, Natalia Alaverdian. Known for her distinctive approach to fashion, Alaverdian has infused the collection with her label’s trademark innovative cuts and unexpected details. "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," Alaverdian remarked, highlighting the synergy between the two brands.
At the heart of the collection are luxurious fabrics like merino wool, premium cashmere, and organic cotton, which are used across various pieces including oversized cape coats, embellished knitwear, and cut-out t-shirts. The designs reimagine wardrobe staples with asymmetric lines, statement trims, and intricate cut-out details.
The collection’s colour palette ranges from classic black, camel, white, and grey to bold pops of red and purple, accented with metallic details. Standout pieces include a deconstructed riding jacket, horseshoe vinyl leather trousers, and a pleated wrap two-piece.
Queralt Ferrer, Fashion Design Director at John Lewis, expressed her excitement about the collaboration, stating, "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. Her unique design details and innovative cuts bring a fresh feel to the classic staples John Lewis is known for."
The collection is priced between £49 for a T-shirt and £399 for a coat, making it accessible to a wide range of customers. This collaboration is part of John Lewis's broader modernization strategy, aiming to offer something unexpected alongside its established brands. As a patron of the British Fashion Council, John Lewis continues to support UK-based brands, helping to nurture and showcase design talent to a nationwide audience.
Fashion enthusiasts and John Lewis customers alike can look forward to this exciting launch, which promises to deliver a unique blend of A.W.A.K.E. MODE's avant-garde style and John Lewis's commitment to quality and timeless design.
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