We have already lectured you on the wonders of the label A.W.A.K.E. from former Fashion Director at Harper’s Bazaar Russia Natalia Alaverdian. And if you have bought the current print issue of SLEEK, you would have seen it styled beautifully in our Iceland editorial. So when we were invited to the SS17 presentation in Paris last week, we naturally went along and snapped the scene for your perusal, and asked Alaverdian a few questions on her process for SS17.
SLEEK: Natalia, you always base the line around an animal, what is this season’s breed of choice?
NATALIA ALAVERDIAN: A jellyfish! They are so sculptural, they lend themselves so easily to design.
SLEEK: You were a stylist, how does that affect your process?
NA: I work directly on the body, draping and cutting from there, I think that is why other stylists like my work, I am always thinking about the final silhouette.
SLEEK: What is the ‘hero’ piece of the collection?
NA: I love it all, but I really enjoyed designing the seaweed-coloured linen fabric that reminds me of a fishermen’s clothes. During the design process, I started to think about Dutch Masters paintings and their depictions of the sea, and then Dutch blue and white china, and of course, the jellyfish – that the random way in which my brain works – it all comes together and then I drape and construct the pieces.
SLEEK: Who is the A.W.A.K.E customer?
NA: The UK is our best market, the looks appeal to a British sensibility.
Photos by Nico Stinghe.