This is why all the models fell on the catwalk during Milan Fashion Week

The AVAVAV fashion show at Milan Fashion Week opened awkwardly when the first model to walk the runway fell to the floor.

The audience was left confused when the model who walked the runway after her also fell - and the one after her.

Later the reason for their fall was found

not to be missed

09/29/2022

Thursday, September 29, 2022, 11:55 p.m

• Share on Facebook

• Share on WhatsApp

• Share on Twitter

• Share by email

• Share in general

• Comments

  Comments

Models fall during Milan Fashion Week (@futurist__)

Milan Fashion Week opened on a jarring note when the models of the fashion brand AVAVAV slipped on the runway, fell one after the other and left the audience in shock.

Videos of the embarrassing display have garnered millions of views online and thousands of comments.

Later it became clear what exactly knocked all the models off the runway and the network called it a "genius decision".

Fashion brand AVAVAV, led by creative director Beat Carlson, made its debut in Florence and presented the Filthy Rich collection featuring luxury logos redesigned with the letters AV and shirts designed with the words Cash Cow.

Carlson also created a chain of three Rolex watches, which can be yours for just $300,000.

And that's what happened on the track

So why did they fall?

After the bizarre fashion show, Carlston said that the falls of the models on the runway were planned and fabricated in order to convey a message of satire and disdain for the excessive seriousness of the fashion industry.

In a press release, AVAVAV described the collection as a commentary on the current social agenda, where "money and escapism" are at the top of the scale.

The stunt of falls, then, is intended to refute the seriousness that the industry imposes on itself and to glorify the "fake" personas that people adopt.

"It's so easy in this generation to fake and filter parts of our lives on social media, but it can all disappear so easily," Carlson told Vogue, "The falls illustrate that. The fall makes you forget about the mask you put on. Reality catches you right there ".

good to know (in advance)

The quality water of Eden Water - at your home in a compact and designed water bar

Served on behalf of Eden Water

@futurist__

AVAVAV is a genius for this??

♬ Chase - KSLV Noh

@endfashionwars AVAVAV SPRING 23' #fashion #fashioninspo #vouge #runway ♬ sonido original - phonkmusicl

However, the designer was not blind to her own hypocrisy and says that she is not embarrassed by the matter because she can "see the irony in it".

She added: "Lately, I want to look like I'm neat, look rich, like I don't have any problems. So many of us want to look rich and now I do too. In our collection we tried to take the part we like in the fashion industry but still do our own thing."

On TikTok, viewers recoiled from the display as they were unsure whether the falls were accidental or genius.

"The opening of the display shocked me for a second," was written in response to the video that has gained more than 11 million views.

"This display is going to go viral all over the web just because of such a simple concept," wrote another.

Others made fun of the double meaning of the words "fall collection" (can also be translated as "fall collection").

Many praised Carlson, writing that her idea was "iconic,"

@hypebae Models were "dropping" looks on the runway during AVAVAV Spring 2023 runway show Milan Fashion Week by Beate Karlsson.

?

Link in bio for full article.

#mfw22 #milanfashionweek2022 #beatekarlsson ♬ original sound - HYPEBAE

Since joining AVAVAV in 2020, Carlson's designs have caused quite a stir on social media — including Doja Kat's chicken leg boots with which she performed at the 2021 MTV Video Music Awards.

• Fashion

• News

Tags

• models

• Milan Fashion Week