Designer for less: A.W.A.K.E. MODE to launch collection with John Lewis

There's a theme cropping up this London Fashion Week before it has even commenced: designer for less. This week has already seen Roksanda announce a partnership with George at Asda and now been revealed that A.W.A.K.E. MODE is partnering with John Lewis on an accessible collection.

Bringing designer fashion to the masses isn’t something new, for example, H&M has been doing this since its first collaboration with Karl Lagerfeld in 2004. However, this week, in celebration of London Fashion Week’s 40th anniversary, the British Fashion Council have been working behind the scenes to facilitate designer collaborations like we’ve never seen before.

High-street retailers have long been working with designers to not only broaden their customer bases but also offer affordable price points. Just yesterday, it was announced that George at Asda and Roksanda are taking part in the LFW40 celebrations by joining forces on a collaborative collection. The collection, which comprises of 30 pieces, brings Roksanda’s signature colour-blocking style together with casual handwriting.

Now, it has been revealed that John Lewis and A.W.A.K.E. MODE are releasing a 46-piece capsule on 17 October together as a creative union, fusing both of their brand identities.

Natalia Alaverdian, who founded A.W.A.K.E. MODE in 2012, said: "Seeing the newly established modernity that Queralt (Fashion Design Director at John Lewis) and her team have brought to their own brand collections made John Lewis a dream brand to collaborate with.

"Having 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. For me, the collection is a perfect blend of A.W.A.K.E.’s unique identity and the quality aesthetic John Lewis is known for."

Though imagery is yet to be released, you can expect to see a wardrobe fit for the sophisticated woman who likes an avant-garde edge. Think tailored dresses and accessories doused in embellishments. Each piece will be crafted from luxurious fabric from merino wool to organic cotton.

Queralt Ferrer, Fashion Design Director at John Lewis, said: "At John Lewis, we know that our customers expect high quality, beautifully designed collections that feel modern yet wearable. 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.

"We knew that her unique design details and innovative cuts would instantly bring a fresh feel to the classic staples John Lewis is known for in a way that compliments the wider collections."

The John Lewis x A.W.A.K.E. MODE collection will be available in select John Lewis stores and online, with prices ranging from £49 to £399.