Embracing Duality: A.W.A.K.E. Mode's SS24 Collection

In the ever-evolving world of fashion, where innovation and tradition dance in harmonious discord, A.W.A.K.E. Mode continues to captivate us with its recurring theme of duality. With each collection, Natalia Alaverdian, the visionary behind the brand, masterfully blends clashing and complimentary ideas into a symphony of style. For SS24, she delves deeper into the concept of duality, celebrating the essence of modern womanhood while paying homage to inspirational women who have shaped the brand's narrative.

This season, Alaverdian invites us to ponder the ever-changing concept of beauty. She ingeniously incorporates a cartoonish lips motif, affectionately dubbed the 'Kiss,' which emerges in 3D and origami effects on various garments. This playful motif serves as a tribute to the evolving acceptance of diverse beauty ideals and the celebration of female freedom of choice. It's a whimsical nod to the idea that beauty can take many forms, reminding us that there's no single definition of attractiveness.

The collection also features a thought-provoking print of mismatched fruits strategically placed on t-shirts and tanks. This tongue-in-cheek approach challenges conventional notions of beauty, reminding us that more than one thing can be beautiful, and true beauty is often found in the unexpected.

A.W.A.K.E's signature tailoring-with-a-twist makes a triumphant return this season. The collection boasts an array of shirting, asymmetrical blazers, structured mini dresses, and basque trousers. These pieces are a fusion of elegance and modernity, embodying the duality at the core of the brand's ethos.

The collection doesn't stop at tailored perfection. It introduces casual utilitarian elements, such as jersey and recycled denim styles, and boxy cargo pants that add a relaxed and versatile dimension to the lineup. A.W.A.K.E. Mode's signature techniques, like cascading laser-cut circles and rectangles, are artfully incorporated into dresses and maxi skirts, infusing them with movement and vibrant colour.

Draping, lace, sheer fabrics, and sculptural feminine shapes converge to create an overarching sense of romanticism throughout the collection. These elements pay tribute to traditional notions of beauty and femininity. However, true to A.W.A.K.E. Mode's style, they are juxtaposed with futuristic elements, such as metallic foil shirts and trousers, as well as an intricate mixed hardware collage tank. This fusion of past and future encapsulates the essence of modern womanhood—a harmonious blend of timeless elegance and forward-looking innovation.

What truly sets A.W.A.K.E. Mode's SS24 collection apart is the cast of 'maverick women' who come together as muses for the seasonal campaign. These remarkable individuals, hailing from different corners of the industry, represent the very spirit of the A.W.A.K.E. wearer—a powerfully independent cross-section of cultural references and creative ideas.

In a unique twist, each muse was empowered to select a look from the collection that resonated with their personal interpretation of beauty. The resulting image series is a captivating collage of diverse perspectives, a tapestry woven with threads of individuality and authenticity. It portrays the collection through the multiple lenses of some of the women who know and love the brand, reminding us that fashion is not just about what you wear but also how you wear it.

In the world of A.W.A.K.E. Mode, duality reigns supreme. It's a place where sophistication dances with playfulness, craftsmanship embraces innovation, and tradition walks hand in hand with avant-garde. In her SS24 collection, Natalia Alaverdian invites us to embrace the duality within ourselves, to celebrate the ever-evolving concept of beauty, and to find our own unique expression of style. This collection is a testament to the multifaceted nature of modern womanhood, a reminder that beauty knows no bounds and that true style is about being unapologetically yourself.