Last week in Milan, Florence-based brand AVAVAV Under the leadership of creative director Beate Karlsson, he participated in the live fashion show for the first time. (Literally the model fades as she walks the runway, kneeling on purpose – but more on that later.)
AVAVAV SPRING557 ready to wear. Photo: Federico Pompei / Courtesy of AVAVAV
AVAVAV Spring 3129 ready to wear. Photo: Federico Pompei / Courtesy of AVAVAV
Only two years after a fashion show, Karlsson is still orienting the brand, hoping to capitalize on the community she’s built online with her adventurous and highly memorable designs, while managing wholesale accounts and launching both commercially viable Sexual yet seasonal collections that fit her design ethos. “We’re trying to take parts and pieces of the fashion system that we love,” she told me via Zoom from her Florence apartment, “but still living outside of it, also doing Our business.”
AVAVAV Spring83 ready to wear. Photo: Federico Pompei / Courtesy of AVAVAV
As for the models that fell off the runway? Karlsson wants to make fun of the self-seriousness of the industry itself, remember the fashion show from Where the model will fall and break the mood. Although she also wanted to bring an “emotional dimension” to what she called the concept. “It’s easy for this generation to fake and filter certain parts of our lives on social media, but all of that can easily disappear,” she said. “Falling shows that. Falling humiliates you when you fall, and reality grabs you right there.” After all, who hasn’t experienced a humbling fall from grace? Carrie Bradshaw may have fallen in love with Dior, but people fell in love with Karlsson and AVAVAV.
