Following the intense reactions to
AVAVAV
's Spring/Summer 2024 presentation, the online community was abuzz with mixed opinions. While some applauded the show's artistic depth, others criticized it as being "trash."
For the brand's next showcase,
creative director
Beate Karlsson decided to embrace the controversial feedback head-on. As attendees gathered for AVAVAV's FW24 presentation in Milan, the ambiance took a literal turn towards the unconventional.
Two large screens flanking the runway displayed candid
social media comments
about the label, ranging from praise to disdain, with phrases like "This brand is a joke" and "AVAVAV is overrated" prominently featured.
In a bold move, AVAVAV distributed buckets of assorted debris to the audience, encouraging them to hurl the contents at the models as they made their way down the catwalk. And to everyone's surprise, the audience enthusiastically embraced the unconventional directive.
As the show commenced and models strutted out, they faced a barrage of balled-up paper, fruit peels, broken glass, and various liquids. One model, adorned in a delicate white hooded dress paired with AVAVAV's collaboration with EASTPAK, bore the brunt of the onslaught, emerging with a uniquely stained and dampened ensemble.
BAFTA 2024 | Deepika Padukone to Margot Robbie & Ryan Gosling: Best dressed celebs on the red carpet
Another model, clad in a striking red skirt ensemble, unfortunately slipped and fell amidst the chaos during the finale walk, adding an unplanned element of drama to the proceedings. Meanwhile, other models valiantly navigated through the debris-strewn runway, showcasing resilience in the face of adversity.
Despite the unconventional setting, AVAVAV's FW24 collection featured a range of avant-garde designs, including hooded dress shirts, frilly mini dresses, oversized hoodies with intricate cutouts, voluminous trousers, statement calf boots, eccentric neckties, and oversized sunglasses reminiscent of Balenciaga's iconic aesthetic.
In a final unexpected twist, Beate Karlsson herself was pied during her concluding "thank you" walk, serving as a fittingly unconventional end to a runway show that embraced the concept of "trash" fashion in every sense of the word.
English (US) ·