Beate Karlsson – the Queen of Viral Runway – has returned to deliver us an astonishingly eccentric catwalk for AVAVAV Fall 2024 RTW Collection. Inspired by cyberbullying and online hatred towards the brand, the show had garbage, including banana skins, soda cans, crushed paper, and actual eggs, tossed at the models.
According to the Stockholm-based brand’s designer, the fashion show was “kind of inspired by medieval times, when people would throw rotten tomatoes at performances they didn’t like.” Later, on Milan Fashion Week’s official page, it stated that “The show performance included rubbish thrown at the models as a metaphor for the rejection and hatred on social media.” To accentuate the theme, negative comments from the brand’s social media page were projected onto the runway as models continued to walk. At the end of the show, as Karlsson emerged from backstage to express gratitude to the audience, a member of her team hurried toward her and slammed a family-sized pie into her face.
Karlsson expressing thanks to the audiences at the end of the show
Amidst the dynamic chaos of the runway, AVAVAV’s latest collection unfolded, presenting an array of monochrome silhouettes, intricate cutouts, and alluring sheer styles. Each ensemble offered a unique glimpse into the designer’s creative vision, captivating the audience with its blend of edgy sophistication and playful irreverence. One standout look featured an eye-catching all-red ensemble, characterized by a bold baggy pattern and daring cutout details adorning the sleeves. The vibrant hue commanded attention, while the innovative design elements added a sense of avant-garde flair to the piece. Similarly, a sheer white dress exudes elegance and allure, its simple silhouette and bodycon pattern making a compelling statement on the runway.
AVAVAV Fall 2024 Ready-to-Wear Collection
Throughout the collection, oversized hoodies and torn tights juxtaposed frayed shirting and buttoned pencil skirts, creating a juxtaposition of rugged streetwear and refined tailoring. A palpable aura of rebellion permeated the air, as faded t-shirt dresses, slashed tops, and buckled blazers infused the looks with a sense of defiant energy. Notably, the collection’s thematic motifs extended beyond mere aesthetic appeal. Tees emblazoned with cheeky slogans like “sale” and “NO TIME TO DESIGN” added a satirical touch, offering a playful commentary on the frenetic pace of the fashion industry.
AVAVAV Fall 2024 Ready-to-Wear Collection
My personal highlight from the show is the makeup looks of the models, who are covered with faux blood, bandages and bruises. This is Karlsson’s way of transforming online hate into chaos in physical space and showing the distressing impact of it on models. Following the show, Karlsson’s point was reinforced as Instagram users took to the comments section to express how the theatrics overshadowed the perceived simplicity of the garments, while also criticizing the designer for her treatment of the models. However, backstage, several members of the cast revealed that they had been briefed on the show’s proceedings during the casting process and had willingly consented to participate.
AVAVAV Fall 2024 Ready-to-Wear Collection
In essence, AVAVAV’s comical yet thought-provoking collection transcended mere fashion, offering a playful commentary on the complexities of the industry and the human condition. With each look and each runway moment, the designer challenged conventions, embraced the unexpected, and left attendees in tears of laughter and awe.