John Lewis, the renowned British department store, has partnered with London-based contemporary fashion house A.W.A.K.E. to create a limited-edition capsule collection.
The collection will debut on October 17 and features a range of outerwear, knitwear, tailoring, and accessories.
This initiative is part of John Lewis’s broader modernization plan and will complement the department store’s own brands alongside established labels.
This collaboration highlights John Lewis’s commitment to supporting emerging design talent as a patron of the British Fashion Council, while also offering exclusive designs to its customers.
Queralt Ferrer, fashion design director at John Lewis, expressed excitement about the partnership, stating, “At John Lewis, we know our customers expect high-quality, beautifully designed collections that feel modern yet wearable. We were thrilled to partner with Natalia and A.W.A.K.E. MODE because her unique design details and innovative cuts bring a fresh feel to the classic staples John Lewis is known for.”
The 46-piece John Lewis x A.W.A.K.E. MODE collection has been exclusively designed in John Lewis’s London design studio, in collaboration with Natalia Alaverdian, the founder and creative director of A.W.A.K.E. MODE. The collection aims to present a modern couture wardrobe, featuring dresses, tops, tailoring, outerwear, and accessories that celebrate “avant-garde femininity” with sophisticated, one-of-a-kind pieces.
Customers can expect innovative cuts and unexpected details, all while maintaining a flattering modern silhouette. Luxury fabrics like merino wool, premium cashmere, and organic cotton are utilized in oversized cape coats, embellished knitwear, and cut-out T-shirts.
Wardrobe staples have been reimagined with asymmetric lines, statement trims, and thoughtful cut-out details. The color palette includes black, camel, white, and grey, accented by pops of red and purple, along with metallic detailing. Highlights of the collection include a deconstructed riding jacket, horseshoe vinyl leather trousers, a pleated wrap two-piece, and a faux fur scarf coat.
Alaverdian commented on the collaboration, saying,
“Seeing the modernity that Queralt and her team have brought to their brand made John Lewis a dream brand to collaborate with. Creating a bridge between John Lewis and A.W.A.K.E. MODE, and making a collection accessible to both of our customers is very exciting. For me, the collection perfectly blends A.W.A.K.E.’s unique identity with the quality aesthetic John Lewis is known for.”
The John Lewis x A.W.A.K.E. MODE collection will be available in 10 John Lewis stores and on johnlewis.com, with prices ranging from £49 for a T-shirt to £399 for a coat.
