AVAVAV SS24 is a cry for help in the face of chaos induced by unrealistic deadlines

The brand’s recent viral runway show speaks to the pressure to meet unrealistic deadlines in the fashion industry, with models rushing down the runway, scantily clad and with makeup running down their faces.

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During Milan Fashion Week, AVAVAV brought the stress and chaos of the modern era to the runway: the collection, which parodied the lack of time in the industry, featured T-shirts with messages like “NO TIME TO DESIGN” and models with “Filthy Rich” tattoos. The irony peaked with outfits made of sticky notes and foam blocks with the inscription “ADD SHAPE”.

The struggle to create a new collection following fashion’s seasonal calendar and dealing with the usual brand issues (i.e. Karlsson’s own life) is what inspired this SS24 line with his trademark wry humor. AVAVAV “is all about stress,” according to a press release.

And, speaking of Milan Fashion Week, check out the new era of Gucci by Sabato de Sarno.