2023-10-10 09:40:50
At this year’s Milan Fashion Week Spring/Summer 2024, the Italian label presented AVAVAV its new SS24 collection. Creative Director Beate Karlsson describes the collection as a dark and humorous portrait of the forced speed in the fashion industry.
AVAVAV SS24: A fashion race once morest time
An alarming melody accompanies the models as they hastily walk down the runway with quick steps. Half-dressed, a model stumbles into the spotlight and restlessly pulls a white blouse with colorful orange flowers over her head. Another model runs down the catwalk to quickly present her look, which consists of a black leather coat with playful fringed elements and large fur boots.
An elegant black dress with a horn-shaped neckline and studded details is portrayed by a model wearing only one shoe on her feet. In addition to large cut-out backs, interesting fringed details, and oversized sweatshirts, the collection also includes dresses made entirely of gaffer tape or suits made entirely of yellow Post Its. Beate Karlsson’s collection was inspired by her own reality, as the label’s ownership changed and she found herself under pressure, alongside lawyers and contracts, to create a spring collection. The theme of timelessness is reflected not only in the collection itself, but also in the models’ performance, which conveys the feeling of frustration and chaos.
The woman behind the innovative brand
The AVAVAV label is known for its unusual fashion shows, and the creative mind behind it is Beate Karlsson. The artist and designer was born in Stockholm in 1995 and studied fashion design at Central Saint Martens and the Parsons School of Design. With the label AVAVAV, which was founded in 2020, she lives her creativity to the fullest and also draws attention to important topics, like in the Fall/Winter 23 show, where she draws attention to the unwritten rules of luxury and what happens if someone breaks it. In the show you see street style mixed with dominant femininity, and in every look something breaks, the heels of the boots break off, a blouse is torn to shreds by a ghost, or a necklace breaks and its pearls roll down the runway. Beate Karlsson’s debut collection “Filthy Rich” is a playful commentary on the perspective of status and money in the fashion industry. Voluminous fur boots, dollar sign applications, and finger-ankle boots are the highlights. The special thing: every model stumbles on the catwalk.
AVAVAV explores the boundaries of fashion
AVAVAV stands for creative freedom, humor and design evolution. With her designs, Beate Karlsson creates a new, special perspective on the world. Their collections are characterized by innovative cuts and shapes, from asymmetrical dresses to unusual silhouettes, AVAVAV has it all. They are not always wearable everyday pieces, but rather great works of art that also make a strong statement.
Text: Gina Kisters – Photos: AVAVAV/PR
AVAVAV SS24 Show @ MILAN FASHION WEEK Runway Pictures
AVAVAV SS24 Backstage
1697307892
#AVAVAV #SS24 #TIME #DESIGN #TIME #EXPLAIN #MILAN #FASHION #WEEK #Mode #Shopping #Designer #Trends
