NATALIA ALAVERDIAN. PHOTOGRAPHY BY MOEZ ACHOUR.
Natalia Alaverdian has been something of a street style phenomenon as her petite allure and impeccable sense of style has landed her in publications around the globe. As Harper’s Bazaar Russia’s Fashion Director, the Belgian/Russian/Armenian has created her own styling signature and in 2012, she dove into the unforgiving waters of fashion design and created A.W.A.K.E (which stands for All Wonderful Adventures Kindle Enthusiasm). This week, Alaverdian is featured for the second time on Moda Operandi for an exclusive Summer 2014 trunk show. We caught up with her to talk about the challenges and thrills of being a young designer.
ON TRANSLATING HER ROOTS
My culture is a wild mix. I was born in Moscow, grew up in Belgium, studied in Italy, and I live in London. My parents are Armenian and their culture was partially Soviet, but non-Russian. And all of my collections are inspired by the Japanese culture and cinema. I think the Fall 2014 collection will be a bit Belgian, whatever that means. We’ll see…
ON TRANSITIONING FROM STYLING TO DESIGNING
Three years ago, I decided to take the plunge. But I had too many ideas for the first collection. A year later, I thought up the brand name and drew the logo.
Then, in May 2012, like a flash, I knew I just had to do the ‘60s, the jacquards, and the giraffe print with the origami belts. And so it began.
ON THE A.W.A.K.E. UNIVERSE
A.W.A.K.E is a brand of concept clothes with a girly, sexy fit and edge, and a hint of humor and irony. At least, that’s what I am aiming for and what I feel the market lacks.
The A.W.A.K.E. woman is preppy, quirky, elegant, simple, dreamy, and strong; but also fragile and sexy—but in a weird Japanese way (laughing). She is intelligent, modest, perceptive, sensitive, and chilled, but secretly passionate, sincere and honest, chic and sharp, and busy. Clothes are not important to her—beauty and effortlessness are.
Everything is either feminine and pretty; or sharp and chic; or artful and nonchalant; or severe and strict. With A.W.A.K.E, I want to create something that would be a weird yet organic hybrid of all of these elements.
I know what can be flattering and what works best with the basics, in case someone does not want to wear a total look by A.W.A.K.E. So I create collections in which all pieces are interchangeable and all work with each other or other brands and mix with simple basics such as denim or shirts.
ON HER MUSES
My all-time muses are Audrey Hepburn, Gwyneth Paltrow in Great Expectations, ‘90s-era Winona Ryder, Charlotte Gainsbourg, my best friend Jama, and so many more…I am just inspired by women. We are such beautiful creatures!
ON HAVING SOME HELP FROM HER INDUSTRY FRIENDS
My family is my number one support system, but Moda Operandi and Browns have also 
been wonderful. I also have the support of Aizel, an amazing boutique in Moscow, Miroslava Duma, Caroline Issa, and Natalie Joos, as well as Naomi Smart from British Vogue and Rebecca Lowthorpe from Elle UK.
ON THE BRAND EXPANSION
I am a control freak, so production is a big fear as it has to be perfect, but this is very difficult to control. Production cycle and fabric deliveries are a challenge, along with my lack of talent for self-promotion. Just owning a young brand and not having connections is a roadblock, but I am very excited about the Moda Operandi trunk show. I love the whole team and their support and understanding and appreciation of the brand is just priceless. I think it’s thanks to them that A.W.A.K.E. has a future and has gotten where it is, so far.
