AVAVAV's Chaotic Milan Fashion Week Show: A Bold Statement on Fashion Realities

AVAVAV's runway show during the final day of Milan Fashion Week's AW24 edition took an unexpected turn as audience members showered models with trash, including banana skins, crushed cans, and even eggs. The chaotic presentation, directed by designer Beate Karlsson, served as a commentary on the harsh criticisms she has faced from online trolls since founding the brand in 2019. Screens displaying a continuous stream of negative Instagram comments flanked the runway, emphasizing the relentless hate directed towards Karlsson.

Known for her wildly creative approach to showcasing collections, Karlsson has previously presented a collection that fell apart mid-walk and unveiled a messy, unfinished offering in the last season. AVAVAV's runway shows are part performance pieces, provoking reactions and sparking conversations about the state of the fashion industry. This season's show, with its unconventional and controversial elements, aimed to highlight the challenges faced not only by designers but also by models who endure online vitriol.

While some online comments dismissed the show as "not fashion" and deemed it "trash," Karlsson's presentation succeeded in making a powerful statement about the complexities and criticisms within the fashion world. Models, briefed on the show's unconventional nature during casting, willingly participated, showcasing solidarity with designers who often bear the brunt of online negativity. The chaotic atmosphere, with planted actors initially throwing trash from the audience, escalated as front-row spectators joined in, covering the catwalk in refuse.

In the midst of airborne eggs and splattered models, Karlsson herself didn't escape the unconventional presentation unscathed. A member of her team smashed a family-sized pie in her face as she took her bow. Karlsson explained that the show was inspired by medieval times when audiences would throw rotten tomatoes at performances they disliked. Despite the controversy, the clothes themselves, featuring Karlsson's signature style of slouchy hoodies, logo-branded tees, and satirical caps, showcased quality craftsmanship and humor, resonating with fashion enthusiasts who appreciate a sense of irreverence.