Natalia Alaverdian
From Wikipedia, the free encyclopedia
She was born in Moscow, Russia and raised in Belgium.[3] After some internships in London after school she went to visit her relatives in Moscow and landed minor jobs in Marie Claire Russia and later in Grazia Russia.[2] For some time she was the fashion director for Harper's Bazaar Russia[4] and at that time she did some photography for the magazine.[2] At that time hers was "street style".[5] She founded her own brand A.W.A.K.E. in 2012 in London.[4] Her runway show in 2016 attracted international mainstream media attention.[6] Likewise, her Spring 2026 ready to wear line was reviewed favorably by Vogue.[7]
In an interview she told how she came up with the name of the brand. Initially she decided on the name "Awake", but then she thought this is a too generic word. She decided to add points between the letters and then tried to fit the words to the acronym. Her efforts resulted in the phrase "All Wonderful Adventures Kindle Enthusiasm".[4]