Milan Fashion Week: AVAVAV turns online trolling into runway art, unveils bold statement collection

Online trolling became the inspiration for the Italian Fashion brand AVAVAV as the director Beate Karlsson launched its Fall/ Winter 2024 collection at Milan Fashion Week.

Rubbish thrown at the models as a metaphor

The brand's dramatic act on the runway hit the headlines as the guests were given plastic gloves and buckets of trash to throw at the models as they walked on the runway. The videos were shared on the official page of Milan Fashion Week with the caption "The show performance included rubbish thrown at the models as a metaphor of the rejection and hatred on social media".

As a symbolic representation of the online chaos generated by social media trolls, models were pelted with banana peels, water bottles, coffee cups, and miscellaneous junk. Beate Karlsson's bold move at Milan Fashion Week aimed to reclaim autonomy and authority for her brand, offering a rare display of unfiltered honesty seldom seen on fashion runways.

The creative director expressed that this collection is her preferred one thus far, featuring sheer dresses, oversized collared shirts, the brand's distinctive four-toed boots.

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