By now, we're all well versed in the phenomenon that is the high street/high fashion collaboration. Since H&M's very first designer partnership with Karl Lagerfeld exactly 20 years ago to this year's paring between Victoria Beckham and Mango, these high/low partnerships are bigger business than ever. For autumn, we can look forward to another brilliant bond, brought to us by high street powerhouse John Lewis and London-based label Awake Mode.
Launching on 17th October, the 46-piece collection will include outerwear, knitwear, tailoring and accessories, which will all be available online and in 10 John Lewis stores across the country. At the moment, details and images of the collection are being kept under wraps but you can certainly expect Awake Mode's typically sophisticated take on design, with innovative cuts, avant-garde details and interesting twists on everyday shapes and silhouettes.
If you're not familiar with the brand, it was launched by Natalia Alaverdian in 2012 and counts some of the world's most influential dressers among its fans – think Kim Kardashian, Rosie Huntington-Whiteley and even Michelle Obama. This is not its first foray onto the high street – Awake Mode released a collection with & Other Stories back in 2022 – and if there's anything we can take from previous collaborations, this one is bound to sell quickly.
In a statement, Alaverdian said: 'Having the opportunity to create a bridge between John Lewis and Awake Mode and making a collection that is accessible to both of our customers is very exciting. For me, the collection is a perfect blend of Awake's unique identity and the quality aesthetic John Lewis is known for.'
While you'll have to wait to see the collection in full, the initial images released by the brands feature one of the collection's hero pieces: a black dress with fringing detail and sculptural silhouette. Reflective of the high quality craftsmanship behind this collection, it looks like 17th October can't come soon enough.
When does John Lewis x Awake Mode launch?
The full collection will launch online and in 10 John Lewis stores on 17th October 2024.
How much does John Lewis x Awake Mode cost?
The collection starts at £49 for a T-shirt, while the most expensive item is a coat, priced at £399.
Shop: 5 Of The Best Awake Mode Pieces You Can Buy Now
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Hannah Banks-Walker is Grazia's head of fashion commerce. She has previously written for the likes of Harper's Bazaar, The Financial Times, Glamour, Stylist, The Telegraph, Red, i-D and The Pool on everything from fashion to curly hair (hi!) to the patriarchy. Not necessarily in that order. Find her on Instagram and Twitter. But please don't look for her MySpace profile, which until now was the last time she wrote about herself in the third person