Secret Location never fails to inspire, create and lead – both through boldly relevant choices in desirable clothing lines as well as through its innovative and daring marketing campaigns.

A.W.A.K.E. is a UK brand which primarily manufactures its pieces in house. Secret Location is the exclusive retailer here in Canada. This week, their social media will be focused on the brand and they currently have many of the pieces from the collection available in store now. A.W.A.K.E. was founded in 2012 by Natalia Alaverdian. Natalia’s unique eye for fashion has developed through a multi-disciplinary career encompassing styling, art direction and photography. 

“Natalia’s goal with A.W.A.K.E., an acronym for All Wonderful Adventures Kindle Enthusiasm, is to propose a personal and distinct voice through clothing that balance conceptual, storytelling aspirations with commercial viability”.


Outstanding amongst her contemporaries is Natalia’s interpretation on classic shirting, tailored coats, and dresses, each with an distinctive, rare quality punctuated by a series of very specific influences, inspired by animals and characters from history, art and film; predominantly those arising from Japanese art and culture.