AWAKE Mode launches collab with & Other Stories

By

Sandra Halliday

Published
Aug 24, 2022

H&M Group’s & Other Stories chain and e-store is launch a new co-lab collection with dynamic British designer label AWAKE Mode this autumn. The co-lab will feature ready-to-wear, shoes and accessories. 

The company described the offer as “avant-garde, light-hearted and with unexpected details” and said it’s “a collection that effortlessly fit into a modern woman’s daily life”.

London-based AWAKE Mode is a popular participant in London Fashion Week and has been making a wider impact in recent years. It's also now on the official Paris show calendar for the coming ready-to-wear shows.

Founded by Natalia Alaverdian in 2012, the name (shown as A.W.A.K.E. on the label) stands for “All Wonderful Adventures Kindle Enthusiasm”. 

This reflects the designer’s “personal and distinct approach”. Her collections are “inspired by cross-cultural references and historical references from art to film”. And they’re known for fresh takes on shirting, coats and dresses.

Alaverdian said the collab has allowed her to dive into the “storytelling which is my favourite thing to do. & Other Stories was obviously a perfect match”.

Meanwhile Karolina Ekman, Head of co-labs at & Other Stories, praised the label for its “innovative cuts, interesting juxtapositions and distinctive expression of modern femininity”.