AVAVAV’s fashion week shows always achieve something difficult to achieve: being a mix of provocative and thought-provoking. From their chaotic catwalks, where models often challenge the boundaries of dress, to the way they handle the culture of hate on social media, each show becomes a visual manifesto, a scathing commentary on the industry, disguised as viral moments that make you think and celebrate at the same time. In its spring/summer 2025 offering at Milan Fashion Week, the brand elevated its game, taking the conversation about fashion and sport to new levels.
Set in Milan’s epic Forza e Coraggio Stadium, AVAVAV designers seamlessly merged the catwalk with a racetrack. The models, defying both the laws of physics and the public’s expectations, attempted – with little success – to beat the 100-metre world record. Some collapsed after a few metres, others answered their phones or cursed the organisers. It was a performance full of irony, reflecting the disconnection of luxury fashion with the physical reality of sport.
The jewel of the event was undoubtedly the AVAVAV x adidas Originals collaboration. Creative director Beate Karlsson described it as a lifelong dream. ‘It’s an honour to play with their DNA so powerfully, it’s incredibly fun! Especially since AVAVAV is still a baby brand compared to the history of adidas. From the beginning, I was encouraged to ‘make fun’ of adidas. The irony in how we treat sport and fashion so seriously, while having fun exploring that tension, has been a mind-blowing journey,’ says Karlsson.
As a fresh, modern reinterpretation of Balenciaga, the SS25 collection opted for oversized silhouettes: shrunken sweatshirts, long, straight-cut T-shirts, and absolute drop trousers. Iconic pieces such as four-point boots, tabi mittens, and ‘Larva’ bags were added, all created from recycled materials, fusing high-end fashion with a clear commitment to sustainability. The stark, raw palette played with contrasting black, white and red, while sporty silhouettes were mixed with gothic touches such as black and white veils, bandaged pieces and surreal headwear.
Texture was another key point: velvet, translucent tulle and worn denim were combined with second-skin fabrics, uniting the sensuality of the human body with fashion as a canvas. The most radical proposal: a model who ‘wore’ an adidas optical illusion sports jacket, painted directly onto her skin, taking the notion of fusion between sport and fashion to a totally disruptive level.
AVAVAV x adidas Originals is now available at the adidas online shop.
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