Practising fashion as way to express what’s in your head.
Platform is often focusing on fashion players that put at the center of their identity their ability to mix multiple fields. Natalia Alaverdian, Founder and Creative Director of A.W.A.K.E is truly one of them. This fashion label based in London is an ode to contemporary wear. Natalia always has been passionated by tailoring. Therefore, when she created her brand in 2012, she put all her admiration for these technics to create her own version of womenswear. Thanks to her various skills and her culture, she is, to my opinion, one of the most innovative label in fashion industry nowadays.
“My signature pieces are tailored, dismantled trench coats, vests and jackets. They are inspired by my admiration of tailoring, and I approach each design as architecture or a sculpture.”
(Natalia Alaverdian, 2012, Interview Coveteur)
This uncommon fashion designer is playing with her various inspirations to create original and wearable outfits. Many times, she even refers to tales of her childhood or movies that influenced a lot her creations. However this innocent facet is mixed with a delightful oddness that brings the dreams further. This unrealistic style is well balanced with a minimalist silhouette. Most of all, By using quality fabrics Natalia is redefined luxurious looks.
During the researches I have done on A.W.A.K.E, I have noticed that Natalia is a really humble person. During the few interviews she has given to Metal Magazine and Coveteur, she always answer to questions with gracious humility. Besides her multiple skills in fashion, photography and a large culture, she still introducing herself as a « small brand trying to survive« .
A.W.A.K.E is an avant-gardist and flamboyant brand. But above all, the person who leads the company is a genuine fashion lover who truly believes in its benefits in our daily life. Natalia is totally transparent and gives her own interpretation of life thought her collections.