John Lewis has partnered with London Fashion Week’s Awake Mode for an exclusive new collection, marking an important development in their modernisation strategy.
- The joint effort has produced a 46-piece range featuring dresses, tops, tailoring, outerwear and accessories, set to launch on 17 October.
- Awake Mode’s founder Natalia Alaverdian collaborated closely with John Lewis’s design team to incorporate unique design elements into the collection.
- Luxury materials such as cashmere and organic cotton are prominently used, and the clothing features a distinct colour palette with bright accents.
- The collection aims to provide customers with a modern yet wearable wardrobe with prices ranging from £49 to £399.
John Lewis has officially announced a strategic partnership with Awake Mode, a celebrated name from London Fashion Week. This collaboration is part of the retailer’s broader efforts to modernise its offerings, integrating a touch of unexpected design with its existing lineup of brands. Slated for release on 17 October, this exclusive collection promises to refresh retail spaces with its innovative range.
Designed by Natalia Alaverdian, the founder and creative director of Awake Mode, the collection is poised to capture attention for its bold reinterpretation of wardrobe essentials. The collaboration also underscores John Lewis’s commitment to supporting UK-based brands and nurturing creative talent. The designs incorporate asymmetric lines and statement trims, providing a rejuvenated look to classic staples.
The utilisation of luxury fabrics, including cashmere and organic cotton, adds a layer of elegance and sustainability to the pieces. The collection’s colour scheme, which includes hues like black, camel, and grey alongside striking red and purple accents, catches the eye with its sophisticated vibrancy. Additionally, certain highlights such as the deconstructed riding jacket and horseshoe vinyl leather trousers stand out for their unique appeal.
Queralt Ferrer, John Lewis’s fashion design director, emphasised the importance of creating collections that resonate with customers’ demands for quality and modern aesthetics. Working with Natalia and Awake Mode, Ferrer aims to inject fresh design ideas into classic pieces, offering something ‘modern yet wearable’.
Spanning price points from £49 for T-shirts to £399 for coats, the collection will be available in 10 John Lewis stores and online, making it accessible to a wide audience. This tangible blend of high fashion and retail expertise is set to draw interest from both fashion aficionados and everyday shoppers.
The John Lewis and Awake Mode collaboration represents a significant stride in the retailer’s modernisation efforts, offering a sophisticated and accessible range to its customers.
