Some labels whisper. A.W.A.K.E. MODE cuts a collar to one side and lets you notice. The London house has spent over a decade turning classic tailoring off balance, and it has built a following among women who want their clothes to have a point of view. Here is who is behind it, what the house is known for, and how to shop it.

Who founded A.W.A.K.E. MODE?

A.W.A.K.E. MODE was founded in 2012 by Natalia Alaverdian. Before she launched the label in London, Alaverdian worked in fashion editorial, including a role as fashion director at Harper’s Bazaar Russia. That editor’s eye shows in the work. The clothes are styled into being, built around one idea per piece rather than a pile of ideas competing for attention.

What is A.W.A.K.E. MODE known for?

Sculptural tailoring and bold asymmetry. The house takes the grammar of a suit, the lapel, the bib front, the clean trouser line, and rearranges it. A jacket gains an off-centre collar. A dress is defined by a single cut-out. A hemline rounds where you expect it to run straight. The pieces read as architectural, yet they stay wearable, which is the harder trick.

The signatures to know are the bib-front jackets and dresses, the structured tuxedo shapes, and the wide-leg Mirror jeans. The palette leans on black, navy, and light grey melange, with sharper colour arriving by the season.

Is A.W.A.K.E. MODE a luxury brand?

Yes. A.W.A.K.E. MODE shows on the Paris Fashion Week calendar as a member house of the Fédération de la Haute Couture et de la Mode, the body that governs French couture and ready-to-wear. The label is stocked by Net-a-Porter, Selfridges, and Harrods, and now by Coveti.

Who wears A.W.A.K.E. MODE?

The tailoring reaches the red carpet. Renée Zellweger wore A.W.A.K.E. MODE to the 2019 Vanity Fair Oscar Party, and Rachel McAdams wore the label on Jimmy Kimmel Live in 2026. Off the carpet, it suits a particular kind of dresser: someone building a wardrobe of directional pieces that restyle easily and last.

Where is A.W.A.K.E. MODE made?

The label is designed in London and produced across specialist European ateliers. As declared on the care labels, collections are crafted in Italy, Lithuania, Poland, and Portugal. Each piece at Luxury Handbags is authenticity-verified before it ships.

How to shop A.W.A.K.E. MODE at Luxury Shoes

Start with the full A.W.A.K.E. MODE edit, then narrow by category: jackets, dresses, and trousers. For styling, read how to style A.W.A.K.E. MODE. If you are weighing the house against its neighbours, see brands like A.W.A.K.E. MODE.

Frequently asked questions

What does A.W.A.K.E. MODE stand for?

The name is reportedly an acronym for “All Wonderful Adventures Kindle Enthusiasm.” The brand’s own pages do not spell it out, so treat it as a piece of brand folklore rather than an official line.

When was A.W.A.K.E. MODE founded?

In 2012, by Natalia Alaverdian, in London.

Is A.W.A.K.E. MODE true to size?

Most pieces are cut to a European fit and run true to size. If you are between sizes, take the larger of the two. Each product page at Luxury Handbags carries a size guide.