A.W.A.K.E on the Cover of our Borderless Issue shot by Iakovos Kalaitzakis
Words by Katie Farley
An innovative and prevailing example of beautiful, idiosyncratic fashion, A.W.A.K.E is a
fast emerging brand that is catching the attention of industry editors and style influencers
alike. An abbreviation for All Wonderful Adventures Kindle Enthusiasm, the name resonates
a captivating appeal that confidently stands tall amid a fusion of upcoming fashion brands.
The previous fashion director of Harpers Bazaar Russia, as well as a former stylist,
photographer and Art Director, Natalia Alaverdian originally founded A.W.A.K.E in 2012.
Naturally, she has applied her many years of fashion knowledge and expertise to craft a brand
that champions a contemporary and directional aesthetic. Natalia’s objective for the label is
to create an intimate and individual expression through collections of clothing that
delightfully evoke conceptual, storytelling aspirations alongside echoing a sense of
commercial capability.