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John Lewis x A.W.A.K.E. MODE is a high-street collab like no other
Avant-garde, directional, cool… and our fashion director wants it all.
John Lewis & Partners has joined forces with contemporary label of the moment A.W.A.K.E. MODE to create an exclusive capsule collection of 46 distinctive, one-of-a-kind pieces – and I want every single one of them! I was lucky enough to be invited to take a sneak peek at the avant-garde collaboration back in July. Photos were strictly prohibited and I’ve had to keep it a secret for several months, which has been killing me because I don’t think I’ve ever seen a high-street collaboration quite as unique (but wearable) as this.
This collection won’t be for everybody. Some traditional John Lewis customers may find it too ‘fashiony’, too ‘unusual’, but that’s why I love it so much: because it’s a collaboration that really speaks to my personal style. Even though I’m a minimalist at heart, I am a secret show-off. I love simple yet striking silhouettes, but the high-street generally doesn't do much of this, largely due to the cost of quality fabrics and craftsmanship involved.
Natalia Alaverdian, A.W.A.K.E. MODE’s founder and creative director, says: “Having the opportunity to make a collection that is accessible to both brands’ 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.”
Expect innovative cuts, sculptural silhouettes and unexpected couture-like details – each piece is like a work of art that you simply won’t find elsewhere on the high-street. If I had to choose my hero piece, it would be the tassel-hem maxi dress – I’ve been dreaming about this dress ever since I clapped eyes on it back in July at the secret press viewing. But there's something for everyone, from embellished knitwear and asymmetric tops to glossy trousers and high-shine silver boots.
Prices start at £49 for a T-shirt and go up to £399 for a coat – a fraction of the price of A.W.A.K.E. MODE’s main line, from which you might pay up to £2,315 for a made-to-order jacket. The collaboration is available online now and in selected stores nationwide.
Which John Lewis stores will the collaboration be available in?
- Oxford Street, London
- Peter Jones, London
- Westfield White City, London
- Cambridge
- Southampton
- Nottingham
- Liverpool Trafford Centre,
- Manchester
- Edinburgh
- Cardiff
John Lewis’s new avant-garde fashion collaboration is a calculated risk, but will customers be convinced? I’m sold, and here are my favourite 8 pieces.
This is no ordinary LBD – this is a one-of-kind LBD. If I could only buy one item from the collab, this would be it. There’s something so demure yet so dramatic about this dress, which I adore. I need it in my wardrobe, pronto!
Yes, we all have a variety of Bretons in our wardrobe, but have you got a cool one like this? I don’t think so! This asymmetric, off-the-shoulder Breton feels rebellious. Ooh-la-la!
John Lewis x A.W.A.K.E. MODE Square Toe Dome Stud Open Leather Court Shoes
Nothing flatters a pair of pins like gorgeous heels and this divine pair is breathtakingly beautiful. Refined yet spectacular, the exquisite embellishment transforms them into a modern-day spin on Cinderella’s slippers.
Of all the bold colours, red is by far the easiest and most timeless to add to your wardrobe, and one that perfectly complements classic hues such as camel, navy, black and grey. I love the knot detailing (a great little tummy disguiser) and the ruched sleeves feel effortlessly modern.
A cocktail knit is always a good idea. Introduce a little everyday embellishment and watch how your beloved basics instantly come alive.
If the way to a woman’s heart is through her handbag, this is it. Forgo jewellery; instead let this embellished hobo bag take centre stage – it’s an heirloom in waiting.
Have the trusty tailored black trouser covered off? Then why not go glossy this season? Easier to wear than you think, team it with a simple white shirt or black rollneck for a classic yet contemporary look.
Not yet invested in a pair of statement silver boots? Now’s your chance. Not just for nights out, a metallic boot will give an expected twist to your daytime style staples too. Because metallics are basically a neutral.
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