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Brand To Know: A.W.A.K.E.

The buzzed-about label by Natalia Alaverdian, former fashion director of Harper's Bazaar Russia, is an amalgamation of minimalism, whimsicality, Japanese culture and...octopi?
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It is interesting when you discover little factoids about a certain buzzed-about brand that has been popping up everywhere (and by everywhere we mean Instagram, the current standard for “everywhere”). For instance, did you know that A.W.A.K.E. is manned by Natalia Alaverdian, former fashion director of Harper’s Bazaar Russia? Did you also know that A.W.A.K.E. is an acronym for “All Wonderful Adventures Kindles Enthusiasm”? The more you know.

At first glance, the very name A.W.A.K.E. conjures up images of minimalism, sun shining through white drapes – that sort of thing. While that is true to some extent, Alaverdian’s label has something a little more. As its name suggests, there is an element of eclecticism, whimsicality, but without being overtly so.

A necklace that drapes like the tentacles of an octopus. A belt shaped like a hand so it caresses the waist. A shirt that comes with big rectangular sleeves, not unlike traditional kimonos. (Japanese culture is a major reference point for A.W.A.K.E., which explains the geishas, sea creatures and traditional Japanese paintings you see all over their Instagram.) Their brand logo has wolves, chickens, horses and lions dancing about the five letters. You know it is a fun brand.

A.W.A.K.E. feels minimal by definition with minimal embellishments and prints, but the devil is in the details. Alaverdian is something of an expert draper. Case in point: this particular one-shoulder shirt. Looks great from the front, even better from the back. So good, they have it in at least three colours. With their first show cemented in the runways of London Fashion Week last fall and a growing legion of It girl fans, A.W.A.K.E. is scheduled to go up, up, up.


A.W.A.K.E. Pleated Checked Cotton Midi Skirt


A.W.A.K.E. Cape-Effect Cotton-Blend Trench Coat


A.W.A.K.E. One-Shoulder Gathered Checked Cotton Top


A.W.A.K.E. Octopus Passion Ruffled Cotton-Voile Midi Dress


A.W.A.K.E. Button Detail Jacket


A.W.A.K.E. Oversized Puff-Sleeved Cotton Top


A.W.A.K.E. Twisted One-Shoulder Satin Top

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