The brand AVAVAV presents distinctive fashion shows with captivating performances, each conveying profound messages.

Titled “Filthy rich,” the SS23 offered a playful comment on fashion’s obsession with prestige and wealth. In this collection, models deliberately fell to the floor during their walking. In the words of Creative Director Beate Karlsson, “In the time of recession; cash and escapism are at the top of the agenda.” 

“This collection and the runway show are an ironic observation of how we use wealth and richness as a sort of power move. Instead of using the ‘demnaesk’ idea of putting tacky logos and statements on expensive clothing, I wanted to do the opposite. For the past year, I’ve embraced our generation’s escapism trend through ‘fake it until you make it energy. I’ve enjoyed faking richness, but there’s an inevitable backlash when reality hits you. I wanted to do an emotional sensation exposing this through the runway show, enhancing the ever-known concept of success and failure built around the SS23 collection.” added Karlsson.

The AW23 collection “Fake It Till You Break It” showed a unique performance that left a lasting impression. The garments that models were wearing were deliberately torn away. In this collection, Beate Karlsson devoted herself to the unwritten rules of luxury and explored what happens when one breaks them?drawing on the shame that comes with bad quality and pieces falling apart?a collection mixing street with dominant femininity. 

This year, the SS24 collection was presented under the motto “No time to explain.” This runway elicited a spectrum of reactions from the audience. On the one hand, there was a positive reception, with innovation, performance art, and satirical elements in an actual fashion show. One attendee noted, “It is the way to be real for a change, very creative.” However, not everyone viewed it favorably. Some critics looked at it as a mere gimmick and a joke. Leading comments like, “It is a ridiculous performed fashion show, terrible, designers are lost.”

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