Russian-born, Belgian-raised, London-based A.W.A.K.E. designer Natalia Alaverdian is as cute as they come—all smiles and endearing modesty. Just two years ago, the former fashion director of Harper's Bazaar Russia decided to hang up her styling hat to set up her own label, A.W.A.K.E., also known as All Wonderful Adventures Kindle Enthusiasm.
Now in her fourth season, the 33-year-old is living her own fairy-tale life, full of modern storybook characters: Kim K. is wearing her collections, Miroslava Duma and Natalie Joos make up a self-professed "dream team," and the street-style blogs adore her. Needing to know more, we photographed the pint-sized princess in her temporary Airbnb pied-à-terre in London, and then caught up with her over via Skype as she darted from event to event back in Moscow.
Shop all A.W.A.K.E. here
ALICE TATE: You’re usually a Fashion Week regular—did you do Fashion Month this year?
NATALIA ALAVERDIAN: I did Paris Fashion Week; though, I presented the collection there so I mostly stayed in my space and didn’t see many shows—only three or four.
How was it doing it from the other side of the industry then?
Well, I can't say I miss running around the circuit much; though, I’d say it felt more like working this season! It is absolutely fascinating going to see other people’s stuff, but for me, it's more fun to do my own thing.
And now Kim Kardashian is wearing your collections! Has it started to go crazy?
Well it's not really going crazy. Kim has been wearing a lot more of my pieces and she looks really good in them. Above all, I’m excited at the fact that she looks beautiful in them, and subsequently she attracts the attention of other women who can look beautiful in them too.
Who else has been wearing your stuff?
Well over Fashion Month, Miroslava [Duma] hosted a Buro 24/7 Fashion Forward initiative event, which I was involved with. Kim, who came to support me and wore my collection. Also Shala Monroque, Sofia Sanchez, and Veronika Heilbrunner all wore my stuff for the occasion. That was quite nice.
Tell us about your design aesthetic. What are your current inspirations?
The collection is based around the '60s and '70s, and also Japan, as usual! Though, this season I took more of a fun take on Japan, thinking about Manga girls, anime, and aiming to position it somewhere between the sweet Lolita and the gothic Lolita. Some bits are very frilly and girly, while others, I imagined what Jane Birkin would wear in a Japanese anime.
For readers, every season you pick our a spirit animal to inspire your collection. What was it this season?
For Fall/Winter 2014, it's the peacock, and for Spring/Summer 2015, it's the dragonfly. The dragonfly was used in the prints mainly, but also it's presented through lightness, the mesh materials, and transparency, like the wings of the fly. We also did a shimmering, green jacquard, which reflects their slig
Now in her fourth season, the 33-year-old is living her own fairy-tale life, full of modern storybook characters: Kim K. is wearing her collections, Miroslava Duma and Natalie Joos make up a self-professed "dream team," and the street-style blogs adore her. Needing to know more, we photographed the pint-sized princess in her temporary Airbnb pied-à-terre in London, and then caught up with her over via Skype as she darted from event to event back in Moscow.
Shop all A.W.A.K.E. here
ALICE TATE: You’re usually a Fashion Week regular—did you do Fashion Month this year?
NATALIA ALAVERDIAN: I did Paris Fashion Week; though, I presented the collection there so I mostly stayed in my space and didn’t see many shows—only three or four.
How was it doing it from the other side of the industry then?
Well, I can't say I miss running around the circuit much; though, I’d say it felt more like working this season! It is absolutely fascinating going to see other people’s stuff, but for me, it's more fun to do my own thing.
And now Kim Kardashian is wearing your collections! Has it started to go crazy?
Well it's not really going crazy. Kim has been wearing a lot more of my pieces and she looks really good in them. Above all, I’m excited at the fact that she looks beautiful in them, and subsequently she attracts the attention of other women who can look beautiful in them too.
Who else has been wearing your stuff?
Well over Fashion Month, Miroslava [Duma] hosted a Buro 24/7 Fashion Forward initiative event, which I was involved with. Kim, who came to support me and wore my collection. Also Shala Monroque, Sofia Sanchez, and Veronika Heilbrunner all wore my stuff for the occasion. That was quite nice.
Tell us about your design aesthetic. What are your current inspirations?
The collection is based around the '60s and '70s, and also Japan, as usual! Though, this season I took more of a fun take on Japan, thinking about Manga girls, anime, and aiming to position it somewhere between the sweet Lolita and the gothic Lolita. Some bits are very frilly and girly, while others, I imagined what Jane Birkin would wear in a Japanese anime.
For readers, every season you pick our a spirit animal to inspire your collection. What was it this season?
For Fall/Winter 2014, it's the peacock, and for Spring/Summer 2015, it's the dragonfly. The dragonfly was used in the prints mainly, but also it's presented through lightness, the mesh materials, and transparency, like the wings of the fly. We also did a shimmering, green jacquard, which reflects their slig