Wake up to the fashion pack's favourite new label, A.W.A.K.E

Kim Kardashian was seen kitted out in A.W.A.K.E twice during her Paris Fashion Week parade and the brand was also the focus of the first Buro 24/7 Fashion Global Initiative event last week. The label has been simmering away for the past two years appearing in numerous magazines globally and worn by the street style pack, but this week it seems set to become a household name. Here's what you need to know about the brand...

A.W.A.K.E is a London-based label founded by Natalia Alaverdian - a Russian-born, Belgium-raised, half-Armenian fashion director, stylist, photographer and designer. Alaverdian served as fashion director at Harper's Bazaar Russia for five years before switching to a more photography and art direction-based role at the magazine, where she then also began her label in 2012.

A.W.A.K.E is an acronym for All Wonderful Adventures Kindle Enthusiasm, which, the designer explained in an interview with the New York Times in 2012, is basically her way of saying, strike while the iron is hot.

Natalia Alaverdian with an A.W.A.K.E design Photo: Instagram: awake_uk

After creating her first collection Alaverdian, 32, told Style.com: "I've wanted to design since I was about 10 years old, but I was scared of the technical aspect of it, so I went into styling. My boyfriend convinced me to take the leap. Life's too short."

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Striking while the iron was hot, the designer created her label, which is heavily influenced by Japanese art and culture. Each season, she also takes inspiration from a different creature - from a giraffe to a rooster and this season, a dragonfly - her focus is on statement pieces that highlight the female form using rich materials, lavish textures and inventive silhouettes. Perfect, you might think, for someone with Kim Kardashian's body.

Explaining how important her past experience has been to her design, Alaverdian told the New York Times, "I know how clothes are supposed to fit, and I have a very precise idea of what I want."

Natalie Joos, Caroline Issa and Miroslava Duma all wearing A.W.A.K.E. Photos: Rex/Instagram: awake_uk

The label was quickly picked up by numerous fashion magazines, with the clothes appearing in features for Vogue, Harper's Bazaar and Elle, among others. The statement pieces also became popular with the fashion pack - with Miroslava Duma, Natalie Joos and Caroline Issa frequently choosing the label for their show-going attire.

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Reality star Kim Kardashian discovered the label earlier this year, first wearing a structured pink dress in March and, last week, plumping for the designer twice over her fashion marathon in Paris Fashion Week, and once in London. Kardashian explained that it was her husband, Kanye West who introduced her to the flourishing label.

Kim Kardashian in two A.W.A.K.E designs during Paris Fashion Week. Photos: Rex

Speaking to WWD , she said: "He researches everything and he loves to find new talent, Cheap Designer Bags and he introduced me to her and told me she's part Armenian, and so am I."

Kardashian in March this year and last week wearing A.W.A.K.E designs.Photos: Rex/Instagram: awake_uk

If Kardashian's influence wasn't enough to make the label one to watch (which it no doubt will be), Miroslava Duma, founder of Buro247.com and street style favourite, has picked A.W.A.K.E to be the first brand celebrated in the site's new global Fashion Forward Initiative, which supports young and up-and-coming design talent. The event, which will now be held annually, celebrated Alaverdian in star-studded, cocktail party style, Micheal Kors bags attended by the likes of Giambattista Valli, David Koma and Mario Testino, as was co-hosted by Duma, Kardashian, Melvin Chua and Caroline de Maigret.

So watch this space because A.W.A.K.E looks set to take the world by storm in the coming months. And if you fancy shopping the collection now, the line is carried at both Browns and Avenue 32 .

Kim Kardashian's Paris Fashion Week marathon: the outfits

Kim Kardashian at Balmain's spring/summer 2015 show Photo: Getty

GIVENCHY'S LACE SIREN
Gracing designer friend Riccardo Tisci's spring/summer 2015 show was always going to be Kim's biggest style spectacle. And disappoint the preened, primped reality TV star did not. Clad in a bespoke black lace Givenchy jumpsuit with tighter-than-tight bustier and biker jacket draped over her shoulders, Kim managed to keep her assets in and her leather on while navigating baby North West into the venue. The 18-month-old was, incidentally, wearing a child-friendly replica of Kim's luxe lady of the night garb, with kiddie's Dr. Martens.

IN THE NUDE

"She's a nude operator..." Sade almost once sang. A befitting theme tune for Kim, whose outfit colour spectrum mostly varies between black and nude. A master of the fleshy palette, KK stepped out for a spot of Paris shopping in a triumvirate of beige.

Unsurprisingly, Kanye is also a fan of Kim's figure-hugging fashion.

Photo: Instagram/kimkardashian

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THE FLEDGLING BRAND CHAMPION
As well as being a poster girl for the bespoke services of doting designers Riccardo Tisci and Olivier Rousteing (the brain behind Balmain) Kim has been heralding emerging label A.W.A.K.E. And guess what? She has her fashion-conscious husband, Mr. West to thank for the introduction.

"He researches everything and he loves to find new talent; he introduced me to her and told me she's part Armenian, and so am I,'" Kim told WWD. "I'm all about empowering other women to be successful and it's really important to me to support designers that I believe in and friends that I believe in that are hardworking." KK paired this origami embellished LBD with a pair of trusty Hermès heels.

A SPOT OF SELF-PROMOTION
Wondering where Kim gets her slightly sheeny bodysuits from? Not Marks and Sparks, but Maison Martin Margiela, no less. The aspiring designer also took the opportunity to show Paris one of the Kardashian Kollection skirts, paired with a Josh Goot coat, of higher price pioints.

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KO-ORDINATING CLEAVAGE
Who knew Kanye had such sculpted pectorals? The couple caused much titillation on the Lanvin front row as they both flashed the gifts that God gave them.

Kim's feather-embellished outfit statement came just hours after the star was attacked outside the Balmain presentation by Ukrainian prankster Vitalii Sediu. [Louis Vuitton Bags]

NUDE ROUND TWO
Newcomers to Kim's wardrobe have already learnt of the lady's penchant for nude, and will most probably have gathered that her clothes come in just one size: extra tight. So, when Kim's leggings also take on the skin hue something really special is born. Luckily we didn't have time to dwell on whether Kim was wearing a smooth groove with her Alaïa tights, as we were enraptured with the beaded Balmain confection hanging off her shoulders. Doesn't Kanye look miffed that he doesn't have one too?

Photo: Getty

BALMANIA
A true Balmain pin-up, Kim plumped for a heavily patterned white dress from Olivier Rousteing's Resort 2015 collection, paired with lace-up booties, a choker and cuff from the spring/summer 2015 collection.

BALENCIAGA BABY
Possibly our favourite Kim-does-PFW look was the kovered-up black Balenciaga ensemble she slipped into to support Alexander Wang at his spring 2015 showcase. And Yeezus did little North put on a good show for her front row debut.

A.W.A.K.E ambassador
So passionate about newfound brand A.W.A.K.E (All Wonderful Adventures Kindle Enthusiasm), Kim agreed to co-host Buro 24/7 Fashion Forward Initiative party in honour of designer Natalia Alaverdian. The label's top fan opted for another architectural dress by Alaverdian for the celebration. Prepare to see A.W.A.K.E make waves after this.

It’s Oh So Quiet (Except Outside the Shows)

Anyone looking to find calm in Paris on Friday would have done well to avoid the Louvre. The crowd rubbernecking at Dakota Fanning and Carla Bruni before that afternoon's Dior show, was intense. But inside, things were far more tranquil: the venue was divided into circular, salons, isolating editors and buyers from the celebrity scrum.


Raf Simons’ collection built on his sober, down-to-earth couture show in July. Said the designer in his show notes, “For this collection I wanted to continue; I thought there was more to explore.” The show was called Providence (Extended Remix) and many of the looks had an angelic feel: many were all-white and voluminous, inspired by 18th century court coats. They also referenced astronaut uniforms, with a touch of ‘60s futurism. The last two looks featured sweeping gilets in bright pink and gold, a stunning visual complement to Simons’Replica Designer Sunglasses white canvas

Issey Miyake let loose a bunch of white balloons in his show tent, an image of calm and cheer that jibed nicely with a collection that was inspired by clouds. The balloons were attached to strips of audiotape, an invention of the composer Ei Wada, who “played” them during the show. The haunting experimental music paired nicely with Miyake’s white cumulus-like creations, many in a new proprietary fabric the company is calling 3-D Steam Stretch, used on oversize jackets and puffy dresses.

Isabel Marant always has pieces you want to buy and wear straight out of the show, and this season was no different. She jumped on the serenity bandwagon with looks like a loose white tunic with origami folds and a rope belt, paired with perfectly frayed white pants. When she wasn’t going full Zen, Marant squeezed in some sex appeal, in the form of shimmery micro mini dresses, perhaps for when you’re feeling less contemplative.

“Moor’s Gaze” was the title of Hussein Chalayan’s latest collection, and he drew interestingly on Moroccan paneled windows, which found their way into a black-on-black print on a silk dress. Another intricate print looked like the aerial view of a Moorish garden, an enclosed oasis of peace. Of course, the designer, who’s celebrating his 20th anniversary, had to shatter the calm with a note of provocation: a series of prints of women in burqas, with fiery red nails. Best Replica Basketball Shoes: Kobe Bryant, LeBron James, Kevin Durant, Air Foamposite One etc...

Fashion week: everything we've loved so far

Karlie Kloss in the Mugler spring/summer 2015 show Photo: Getty

PARIS FASHION WEEK

Trend-predicting with Isabel Marant
The French designer has a knack for creating footwear we didn't know we couldn't live without until we spy it on her runway… Will the studded, single-thong sandal which she and many of her models padded down the catwalk in be a bit hit next year? You bet…

Photos: Isidore Montag

The new wrap stars
Autumn has officially arrived in Paris and of course, the fashion-forward folk are wrapping up with this season's must-have cover ups. Burberry's blanket capes (left) have been spied, nonchalantly paired with a dressy Louis Vuitton bag, while those of us without deep pockets can take inspiration from the waist-cinched shawl on the right.

Photos: Elizabeth Khan-Greig

David Koma's Mugler debut
London-based Koma is the new creative director of the brand, and even though he has already designed a resort collection for the brand, this was his first catwalk show. And what a showstopper it was: Jessica Stam and Georgia Jagger showed off his sexy, figure-hugging creations while a smoking Karlie Kloss led the finale.

Pphoto: Getty

Delvaux's descent on the city of light
Delvaux, the Belgian purveyor of beautiful bags and the oldest luxury brand in the world, opened its first Paris store inside the city's magnificent Palais Royal. Worth just a snoop around alone next time you find yourself in the Paris capital, we're hankering after that very mini bag.

Photo: Instagram/halaalhumaid

MILAN FASHION WEEK

Marni's flower market
Amidst the hubbub of the Milan shows, Marni treated show goers to some floral relief. Celebrating the Italian label's 20th anniversary, Marni filled a market space with flowers, baskets of bulbs, healthy plant-based snacks and grown-your-own kits. A bloom-based delight.

Fendi's floral pony
The humble pony tail was given a whole new lease of life thanks to Fendi's spring/summer 2015 show. We expect to see this leather orchid creation adorning the 'dos of the street style set next season.

Photos: EPA/AFP

Mini handbags Micheal kors bags
Fendi's mini Peekaboo bag might have done the rounds in New York and London, but in Milan the handbags are getting even smaller! Almost keyring-sized, we've no idea what you might fit in one but we've settled on the fact that we would actually quite like to own one.


Photos: Elizabeth Khan-Greig/AFP

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Sparkling slides
There's no escaping pool slides, they really are here to stay. So, if we're going to have to wear them, we choose Fausto Puglisi's gem-studded version.

Photo: @soojmooj/Instagram

Caught with a cone
Who is this dapper Dan having a moment with a chocolate cone? It's good to know that even the sharpest MFW attendees will risk spoiling their best tailoring on a delicious gelato.

Photo: Reuters

The Ice Queen melts

What's this? Anna Wintour showing emotion? It appears so - her icy exterior was melted by the warm glow of celebrity as she met Kate Moss and Amy Adams on the on the front row and Gucci and MaxMara, respectively.


Photos: Reuters/AP

Full skirts
Autumn? What autumn? The seasonal shift might be apparent in London, but for Milanese women on the show circuit the heat is on to flounce their summeriest of skirts. Think vivid patterns and gorgeous gingham that wouldn't go amiss on the Riviera.


Photos: Elizabeth Khan-Greig

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LONDON FASHION WEEK

The backwards bumbag
The fanny pack may have had a resurge in popularity thanks to the normcore 'trend', but there's no whiff off American tourist about the ones that lurked London. Rather, these are luxe-y compartments that sit pretty on the lower back, with delicate hardware, rather than plastic as buckles.

You'll have to wait for Whistles spring/summer 2015 collection (above) to hit stores to secure one of the double zip gold and black ones, but for now placing one on your hip is just as erm, hip.

Photos: Elizabeth Khan-Greig

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Glitter-dipped details

Nail artist Katie Hughes created a swoon-worthy nail at Michael van der Ham with Butter London Nail Lacquer in Dob and Yummy Mummy for a "fingers dipped in glitter effect" (above). While Lucia Pica's mirrored eye at House of Holland (below) was literally our dream party look.

Photos: @picalucia/@katiejanehughes/Instagram

Fashion week's own funfair
Anya Hindmarch has become the cool, fun aunt of fashion week. Last season the accessories innovator gave us handbag wielding models on a human supermarket conveyor belt; for spring/summer 2015 there were giant neon fairground teacups. The Kinks 'Teenage Kicks' blared out as Hindmarch unveiled graffiti as the premise of her spring 2015 collection. We'd say 'rock on', but we'd sound like a total Dad.


Photos: AFP and Elizabeth Khan-Greig

Lose the sleeves
How did London show-goers ward off the British chill on the streets while remaining chic on the front rows? By employing long sleeveless jackets in varying shades of grey. Perfect for layering snug cashmere or cotton layers underneath.
See what else Olivia Palermo wore to London Fashion Week

Photos: Elizabeth Khan-Greig

Ruffled feathers
Don't get us wrong, there were many things to ooh and ahh at in Erdem's spring/summer 2015 collection, but we can't stop thinking about these feather dappled lovelies. Imagine turning up to a party in one. Exactly.

Photos: AFP

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NEW YORK FASHION WEEK

Kendall kicks ass
Rumours might be circulating that the youngest Kardashian clan member is being bullied by other models due to her success on the runway, but we happen to think she nailed her spring/summer 2015 appearances at Diane Von Furstenberg (below left) Tommy Hilfiger (below right) and Marc Jacobs. Chin up Kendall, they are just jealous.

Photos: Isidore Montag

Jenna Lyons' futuristic shoes

Forget flashy heels, it was all about flats on the streets of New York. Free Run Trainers - but our favourites had to be Jenna Lyons' holographic Nikes. While we would look like an overgrown toddler if we wore these, Jenna just looked really, really cool. Grrr.

Photos: @isabelwilkinson/Instagram/@jcrew/Twitter

OPENING CEREMONY TAKES A BOW
Why put on a catwalk show when you can stage a one-act play written by Spike Jonze and Jonah Hill, starring the likes of Rashida Jones, Karlie Kloss, Dree Hemingway and Elle Fanning? That's exactly what Opening Ceremony thought. 100% Lost Cotton was staged at the Metropolitan Opera House and was set during the casting and fitting of an imaginary Opening Ceremony show, with Fanning playing 16-year-old fledgling model Julie. It aimed to shed light on the inner workings of modelling, offering a satirical and darkly humorous take on what it's like to be a model during fashion week. Where did the clothes come into it? They were part of the background, adorning the other models at the 'casting', and obviously all the actors and actresses. Clever.

Elle Fanning, Dree Hemingway and Karlie Kloss in 100% Lost Cotton

Give them a hand

Rings are sooo last season. It's all about the hand adornment at the moment, and thanks to Instagram we got close-ups of some of the best during NYFW. Our favourite is this one, above, captured by stylist Tamu McPherson and seen on the hand of PR director Sue Giers. Grown-up sparkly stars - what's not to love? Zanna Roberts Rassi's, below, is a close second.

Garance Dore on Her & Other Stories Collab

Garance Doré's new collaboration with & Other Stories, H&M's luxe sister brand, is rolling out like an 18th century novel: slowly, in bite-sized installments, as if to prolong the enjoyment. Last week, we revealed the first few images Doré shot to celebrate the label's upcoming opening of its only stateside store, and they were surprisingly un-Doré. Instead of photos of cool couples in cafes or sketches of chicly dressed women, the French illustrator, photographer, and blogger shot quintessentially New York scenes, which were beautiful, fashion designer bags but devoid of people.

For the next round of images, which will appear on stories.com tomorrow, Doré's up to the same trick, shooting New York-y things that remind her of the label's seminal fall trends, like the color maroon:

Photo: & Other Stories

Photo: & Other Stories

...as well as their patterned jewelry, china wholesale en bag, which she saw echoed in things like pretzels and street lamps:

Photo: & Other Stories

"This project was different from putting clothes on a model; instead, you have to observe and question the object," Doré told us of her approach to shooting landscapes and detail shots instead of her usual portraiture. "In that sense, it's very interesting, Cheap Designer Michael Kors Bags but also challenging to find a matching inspiration, pattern, or color in the city. I had different places in mind and then let myself be open for surprises in the street. The project made me become a tourist in my own city, trying to see everyday street objects in an artistic way."