John Lewis is continuing to expand its fashion line-up via an exclusive collaboration with contemporary label Awake Mode, set to launch mid-October across all stores and online.

The expansive (46-piece) collection has been designed by London-based Awake Mode’s founder and creative director Natalia Alaverdian in conjunction with John Lewis’s in-house design team. 

The Awake (‘all wonderful adventures kindle enthusiasm’) Mode line comprises dresses, tops, tailoring, outerwear and accessories in fabrics such as cashmere and organic cotton. Highlights include a deconstructed riding jacket, horseshoe vinyl leather trousers, and a pleated wrap two-piece and faux fur scarf coat.

The colour palette’s centred around black, camel, grey and white accented with red and purple as well as metallic detailing.

The collection’s price points begins with a £49 T-shirt up to £399 for a coat that will be available in 10 John Lewis stores.

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.”

The collaboration aims to underscore the retailer’s support for emerging design talent and its fashion design director Queralt Ferrer said: “We know that our customers expect high-quality, beautifully designed collections that feel modern yet wearable. As a design team we are committed to creating pieces that excite customers, which is why we were thrilled to partner with Natalia and Awake Mode. 

“We knew that her unique design details and innovative cuts would instantly bring a fresh feel to the classic staples John Lewis is known for in a way that complements the wider collections.”