Avavav challenges haters with its Fall/Winter 2024 collection. The line debuted on the last day of the Milan Fashion Week. For the occasion, the Italian brand organized a fashion show based on… trash! The main goal of the show is to send a message against hate on social media.
Avavav was created in Florence by Swedish fashion designers Linda and Adam Friber. They want to achieve to combine the Florentine craftsmanship with Scandinavian minimalist style to create a sustainable luxury brand with ironic vibes. A famous example of their work are Finger Boots, ankle boots created with genuine recycled leather with four fingers. Another perfect example of their work are the Claws, monstrous-looking hand-shaped boots.
Their extreme experimentalism often provokes offensive comments or mockery on social media. Avavav does not let it affect it, on the contrary it challenges its haters with a special fashion show. The brand provided guests with latex gloves and bins full of garbage, inviting the attendees to throw the garbage at the models if they didn’t like what they saw. While the models walked on the runway covered in trash, the screen projected real insults posted on the brand’s social media. For the grand finale, the designer received a pie in the face.
Here fashion becomes a pretext to reflect on an increasingly widespread phenomenon, hatred, a wave where we can all be victims and perpetrators. This can often lead to serious problems, such as bullying, depression and suicide.
