Milan Fashion Week, renowned for its high-octane glamour and cutting-edge designs, was left stunned by the avant-garde showcase presented by fashion brand AVAVAV. Breaking away from traditional runway conventions, AVAVAV took a bold and unconventional approach to unveiling its new collection, leaving audiences in awe and sparking a conversation about the boundaries of fashion and art.
In a move that defied expectations, the audience was handed various types of the trash before the catwalk commenced. Two large screens flanking the runway displayed candid social media comments about the label leading from praise to disdain, with phrases like “This brand is a joke” and “AVAVAV is overrated” prominently featured.
As the models strutted down the runway, adorned in Avavav’s latest creations, spectators were encouraged to throw the trash at them, and even the designer herself, Beate Karlsson was pied during her concluding “thankyou” walk. This unexpected twist in the presentation left attendees bewildered yet captivated by the spectacle unfolding before them.
The inspiration behind this audacious display stemmed from online trolls who had derided Avavav’s previous summer-spring collection as “trash.” Rather than shying away from the negative comments, the designer chose to confront them head-on, embracing the concept of “trash” fashion in every sense of the word. By incorporating elements of discarded materials and unconventional aesthetics into the new collection, Avavav transformed criticism into creativity, turning insults into inspiration.
In a world where digital discourse reigns supreme, Karlsson’s shows serve as poignant social experiments, challenging the status quo with every strut down the runway. From projected online comments to staged interactions, Avavav’s runway isn’t just a catwalk; it’s a stage for societal introspection.
With each collection, Karlsson boldly confronts the dichotomy of our digital age, blurring the lines between virtual and physical realms. Whether you view it as a gimmick or a stroke of genius, Avavav’s disruptive approach to fashion demands attention and sparks crucial dialogues about the future of the industry.
Nothing but mental health disorder.