When one thinks of fashion shows, the traditional image is that of models gracefully parading down the runway. But who would have imagined a runway where models fall or appear in seemingly unfinished garments? Well, that was the masterstroke of AVAVAV with their collection “No Time to Design, No Time to Explain” which mesmerized Milan Fashion Week.
Swedish creative director of the brand, Beate Karlsson, didn’t just present fashion; she showcased a performance that underscored the frantic pace and pressures of the industry. A bold statement making the anxiety and rush of modern times in the fashion industry palpable.
The stage was an explosion of colors and styles, blending high fashion with streetwear. Dresses pinned together with safety pins, sweaters with provocative slogans, and standout pieces like the outfit covered in post-it notes quickly became the talk of the town. Accessories, from rubber boots with four toes to square-shaped Moon Boots, further solidified the image of a brand unafraid to push boundaries.
With a grin, Karlsson explained that the collection aimed to mirror the “anxiety of the dizzying pace of the fashion industry,” but with a playful twist. AVAVAV isn’t just a brand; it’s a movement, a critique, and a celebration of contemporary fashion.
In an era where everything seems to be mass-produced, AVAVAV demonstrated that fashion can still be innovative, fun, and most importantly, authentic. This show won’t be easily forgotten and has surely positioned AVAVAV as a brand to watch in fashion’s future.
