As a longtime follower of the fashion industry and someone who appreciates a good dose of humor in my wardrobe, I must say that Beate Karlsson’s AVAVAV continues to be an intriguing and entertaining brand. The Spring 2025 collection, showcased at Milan’s Forza e Corragio sports arena, was a perfect blend of fun and fashion – much like trying to break the 100-meter world record while taking a phone call!
Beate Karlsson’s label AVAVAV is known for its mischievous sense of humor. Previous runway shows have featured models suddenly collapsing during a walk, clothes disintegrating, and audience members throwing trash at the designs in real time. The internet has mixed opinions on Karlsson’s attempts to go viral: some appreciate her approach to TikTok-era popularity, while others wonder if her attention-seeking stunts detract from the true purpose of a fashion show – presenting fashion. No matter the stance, fully charged smartphones are always prepared for any surprises at AVAVAV’s shows.
In Spring 2025, the brand chose a balanced approach: on a sporty runway in Milan’s Forza e Corragio sports arena, it playfully mocked global Olympic enthusiasm by setting its models a task to break the 100-meter world record (it turned out that most couldn’t make it, some took calls and one even got sick). Simultaneously, it unveiled an authentic and stylish partnership with adidas Originals.
Karlsson expressed her long-held ambition to collaborate with the sportswear titan, adidas, mentioning its rich history and legacy compared to AVAVAV. She found it astonishing that their designs on an adidas garment were instantly recognizable worldwide, a privilege only granted to global powerhouses like them. From the onset of their collaboration, she was urged to poke fun at adidas. The blend of irony in taking both sports and fashion seriously while still maintaining a serious demeanor during this exploration has been an exciting journey for her.
As a passionate admirer, I’d describe the reimagination of adidas Originals as a thrilling journey bursting with innovations, optical illusions, and groundbreaking designs. Trench coats were artfully trimmed short, puffer jackets dramatically expanded, and form-fitting hoodies, avant-garde enough for a Berlin nightclub, graced the runway. Some models played visual tricks, showcasing adidas track jackets that were astonishingly painted onto their very bodies. Meanwhile, the iconic Superstar sneaker was reinvented with a shell toe emblazoned with AVAVAV’s four-finger symbol, while caps and hats bore finger-shaped cut-outs or a reinterpretation of adidas’ Three Stripes by Karlsson.
Although AVAVAV’s fashion team didn’t break any sprinting records, they undeniably took significant steps forward in their journey. They managed to harmoniously blend their playful essence with innovative fashion trends.
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2024-09-22 21:56