Models were pushed and shoved down the runway with no time to waste, running back and forth to reflect unrealistic time crunches.
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Stockholm-born designer Beate Karlsson closed Milan Fashion Week with another viral runway show, constantly amazing her audience with humorous experiences at AVAVAV. Last season, AVAVAV’s co-ed collection fell apart on the runway, seeing Spring/Summer 2024 erupt in distress.
The intimate showcase was flooded with fashion-hungry attendees eager to see what Karlsson would bring, and she didn’t disappoint. First, backstage staff rapidly pasted AVAVAV-scribbled pages on the wall before pushing a model onto the runway. She quickly returned backstage in stress-induced chaos, barely taking two steps before heading off.
The second model walked speedily with no time to waste, wearing a graphic T-shirt pinned at the sleeves with “ADD BACK?! lettering, mimicking fast-paced design processes. Others tried to keep calm with mascara-filled tears streaming down their faces, presenting “NO TIME TO DESIGN” hoodies that reflect the SS24 concept.
Orange roses blossomed on delicate shirting put on in motion, while laughable hoodies were reversed to conceal your appearance. “Filthy Rich” tattoos were blasted on models’ bare chests, leaving tops unclothed with sheer leggings, gloves, and furry boots. The collection reflected the industry’s unrealistic time crunches, juggling a million things at once season after season.
AVAVAV’s comical collection was rounded out by tongue-in-cheek looks that left attendees in tears. Foam blocks scurried back and forth with “ADD SHAPE” written in Sharpie, followed by a dark-eyed model wrapped in duct tape. The final outfit was seamlessly amusing, creating an oversized suit solely from post-it notes.
Take a closer look at AVAVAV’s SS24 collection in the gallery above.