Milan Fashion Week 2023: AVAVAV’s unique showcase challenges unrealistic expectations of fashion industry

The concept behind the show was symbolic of the stress and chaos caused due to the unrealistic deadlines and expectations in the fashion industry.

AVAVAV's runway display forces us to rethink the rigid deadlines of fashion showcases. (Source: AVAVAV/Instagram)

Season after season, Stockholm-born designer Beate Karlsson presents a fashion show for AVAVAV that is meme-worthy. After presenting falling models last year at the Milan Fashion Week, this year too, the designer showcased an interesting concept.

For Spring/Summer 2024 at Milan Fashion Week, Karlsson presented a “half-baked” showcase, in which stress-induced models rushed down the runway, barely clothed and struggled to put on the rest of their outfits.

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The concept behind the show was symbolic of the stress and chaos caused due to the unrealistic deadlines and expectations in the fashion industry.

The fashion show started with the backstage crew pinning post-it notes on the wall to signal the beginning of the show, before pushing a model on the runway, who took two steps before heading backstage in a fluster.

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Another model walked down the runway sporting a graphic t-shirt with the words “ADD BACK?!” printed across it, a symbolic nod to impossible timelines linked with putting on a fashion showcase. Some models also had their mascara running down their eyes, with “NO TIME TO DESIGN” emblazoned on their hoodies.

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Captioning their Instagram posts from the show with the same words, “No time to design, no time to explain,” AVAVAV aptly put across their message.

While the show was a reflection of the industry’s unachievable standards and timeframes presented in a humorous manner, some fashion enthusiasts were not pleased with the representation.

AVAVAV received flak with users deeming it “not stylish”. “This was sick,” quipped one such user. However, others understood the deeper meaning behind the showcase and commented, “It’s true, everything is such a rush! So many collections a year, season after season, not much time.”

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For the unversed, AVAVAV is a sustainable luxury label from Florence, Italy. Known for its seamless blend of Swedish minimalism and Italian craftsmanship, the brand is committed to conscious production. Its kitsch Y2K aesthetic and unconventional way of representing fashion make it stand out.

ALSO READ | Gigi Hadid, Kendall Jenner walk the runway at Versace show but late Kobe Bryant’s daughter steals the spotlight

Despite the chaotic display and online criticism, AVAVAV SS24 collection has grabbed the attention of the fashion industry. We can’t wait to see more of what the brand has in store!

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