Feb 27

Feb 27 Avavav FW24

Half performance, half social experiment Avavav FW24 runway show explores what happens when online hate is transposed into a physical space questioning what engagement means nowadays and how online commentary mediates our relationship with creativity in fashion.

Providing the guests with branded plastic gloves and buckets of trash meant to be thrown at the models as they walked down the runway, and with the installation of digital screens displaying the not-so-pleasing comments the brand has received, Avavav tried to regain control of the narrative.

If the internet was a physical space, you probably wouldn’t enjoy living there. One way or another, it’s Avavav’s world.

With the models acting as a symbol of the brand’s stubbornness and integrity, their unbroken expressions proved once again that Beate Karlsson won’t retreat and, instead, she will embrace the internet dynamics (be they positive or negative) and subvert them.

The same subversion was visible in the garments with “shoulderless” hoodies with their ghost-like appeal, reinvented cross-shaped ties, deconstructed shirts and impeccable suits.

The brand also presented its Avavav x Eastpak capsule collection for the first time during the show.

“While the internet is the future, we think it’s curious that internet behavior is so primitive”. This show puts the hate on the runway as a bizarre experiment, where verbal aggression is translated through vulgar actions» commented the creative director of the brand.

And this intersection of temporalities is probably one of the things Avavav is the best at; at the same time a social and ironic commentary on the present and a vision for the future of fashion.