Natalia Alaverdian

Natalia Alaverdian (Russian: Наталья Алавердян) is the creator of the A.W.A.K.E. Mode fashion line.[1] She is also a fahion editor, photographer, and a stylist.[2]

Biography

She was born in Moscow, Russia and raised in Belgium.[3] After some internships in London after school she went to visit her relatives in Moscow and landed minor jobs in Marie Claire Russia and later in Grazia Russia.[2] For some time she was the fashion director for Harper's Bazaar Russia[4] and at that time she did some photography for the magazine.[2] At that time hers was "street style".[5] She founded her own brand A.W.A.K.E. in 2012 in London.[4] Her runway show in 2016 attracted international mainstream media attention.[6] Likewise, her Spring 2026 ready to wear line was reviewed favorably by Vogue.[7]

In an interview she told how she came up with the name of the brand. Initially she decided on the name "Awake", but then she thought this is a too generic word. She decided to add points between the letters and then tried to fit the words to the acronym. Her efforts resulted in the phrase "All Wonderful Adventures Kindle Enthusiasm".[4]

Personal

She describes herself as Russian and Jewish, with Armenian roots. Her husband is Russian and he helped her with his money to launch her brand. [2]

References

  1. ^ Isaac-Goizé, Tina (2024-03-12). "A.W.A.K.E. Mode Fall 2024 Ready-to-Wear Collection". Vogue. Retrieved 2024-12-18.
  2. ^ a b c d Paige Reddinger, Natalia Alaverdian of A.W.A.K.E. on Her Zebra-Inspired Spring ’16 Collection, October 26, 2015
  3. ^ Wilson, Eric (5 December 2012). "Celebrating the Russian Giraffe". The New York Times. Retrieved 1 July 2013.
  4. ^ a b c Интервью: Наталья Алавердян, A.W.A.K.E
  5. ^ Звездный стиль: романтичная Наталья Алавердян
  6. ^ "Natalia Alaverdian: Russian Raconteuse". The New York Times Style Magazine. 2 February 2016. Retrieved March 7, 2026.
  7. ^ Isaac-Goizé, Tina (15 October 2026). "A.W.A.K.E. MODE, SPRING 2026 READY-TO-WEAR, By Natalia Alaverdian". Retrieved March 7, 2026. Natalia Alaverdian loves tweaking an archetype. So, what might a modern-day Marie-Antoinette wear if she could "move between a picnic and a business meeting to swimming with sea creatures and partying with rock bands...?"
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