John Lewis expands its contemporary and premium fashion offer

John Lewis expands its contemporary and premium fashion offer with an exclusive capsule collection designed with London-based contemporary fashion house A.W.A.K.E. MODE.

Launching 17 October 

• The 46 piece collection of outerwear, knitwear, tailoring and accessories will be available online and in 10 John Lewis stores
• Brought together by the British Fashion Council, the collaboration coincides with London Fashion week’s 40th anniversary and firmly underlines John Lewis’ quality and style credentials
• The collaboration underpins the brand’s desire to support design talent and bring exclusive designs to customers; expect innovative cuts and unexpected details married with a flattering modern silhouette, embracing the new vision of a modern couture wardrobe

John Lewis is excited to announce an exclusive collaboration with contemporary label of the moment A.W.A.K.E. MODE.

Launching on 17 October, the 46 piece collection - featuring dresses, tops, tailoring, outerwear and accessories - celebrates avant-garde femininity with sophisticated and distinctive one-of-a-kind pieces. It has been exclusively designed in John Lewis’s London design studio with every aspect of the range thoughtfully and consciously developed by Natalia Alaverdian, A.W.A.K.E. MODE’s founder & Creative Director, and our talented in-house design team. 

On the collection, Natalia says: “Seeing the newly established modernity that Queralt 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.”

The collaboration is part of John Lewis’ wider modernisation plan and will sit alongside our strong own brands and mix of established brands offering something unexpected for customers. As a patron of the BFC, John Lewis is also committed to supporting brands founded in the UK, nurturing design talent and supporting their labels, launching them to a nationwide audience. 

Fabrication and design

Luxury fabrics sit at the heart of the collection with merino wool, premium cashmere and organic cotton seen across oversized cape coats, embellished knitwear and cut out t-shirts. Wardrobe staples are reimagined with asymmetric lines, statement trims and considered cut out details. A colour palette of black, camel, white and grey is accented with pops of hero red and statement purple as well as metallic detailing. Standouts in the range include a deconstructed riding jacket, horseshoe vinyl leather trousers, a pleated wrap two-piece and faux fur scarf coat. 

Queralt Ferrer, Fashion Design Director at John Lewis, says: “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 collection is priced between £49 for a t-shirt and £399 for a coat and will be available to buy in 10 John Lewis stores and on johnlewis.com. 

Download images here.

Further imagery will be released in time for launch.

Contact Details:

For more information please contact:
Lianne Martin : [email protected]

About A.W.A.K.E. MODE 

A.W.A.K.E. MODE was founded in London in 2012.

A.W.A.K.E. MODE is exploring the idea of creating an avant-garde yet versatile wardrobe, recognisable for its innovative cuts, unexpected details, light-heartedness and subtle cross-culture and historical references from art and film.

In the world driven by fast-changing trends, A.W.A.K.E. MODE is determined to produce unique and almost art-object like pieces, adaptable to fit into a woman’s daily life.

About the John Lewis Partnership

The John Lewis Partnership owns and operates two of Britain's best-loved retail brands - John Lewis and Waitrose. Started as a radical experiment over a century ago, the Partnership is now the largest employee-owned business in the UK, with almost 70,000 employees who are all Partners in the business. The Partnership is purpose-driven, existing to create a fairer and more sustainable future for our Partners, customers, suppliers and communities. Our Purpose not only inspires our principles, drives our decisions and acts as our guide to be a force for good, it steers us to do things differently and better - all in service of creating a happier world for everyone and everything we touch.