High-street behemoths have a longstanding history of working with designer brands. From the buzzy to the established, retailers are well-versed in the power of a collaboration – not least for the fact that they can broaden a customer-base and offer exclusive, accessible price points.
John Lewis’ latest partnership with Awake Mode borrows from this tried-and-tested model. Brought together by the British Fashion Council, the brands are releasing a 46-piece capsule on 17 October that touches on both their respective values. “Featuring innovative cuts and flattering modern silhouettes, the pieces are unique and special,” Natalia Alaverdian, founder and creative director of Awake Mode, tells Vogue. “It’s the perfect blend of Awake’s unique identity and the John Lewis quality aesthetic.”
Without giving too much away (imagery and the pieces themselves are under embargo at present) you can expect to see tailored dresses and accessories flourished with unexpected details and embellishments, all crafted from fabrications including merino wool, premium cashmere and organic cotton. Twists on everyday shapes have been an Awake Mode signature since its launch in 2012, and this partnership is set to be no different; you can trust that this creative union will offer plenty of inspiration for an enduring autumn/winter capsule.