It's a crazy shoe that is slowly leaving the virality of social networks to impose itself in real life. We're talking about the "four-finger" boots of Avavav, a label founded in 2017 by Linda and Adam Friberg, bought in 2020 by two Swedish buzz enthusiasts: Johanna Blom and Beate Karlsson. Since then, this leather accessory, characterized by its four fingers that act as an extension of the toes, seems to be a unanimous choice on the red carpet. She was spotted on the feet of Lyas, co-founder of fashion app Fenzy, at GQ magazine's Men of the Year ceremony on Nov. 30. A few days earlier, it was British Vogue journalist Alex Kessler who adopted them at a party in London. The price of this new fashion fad? 1,350 euros.
The Viral Boot
Presented by Avavav for several seasons, the "four fingers" ankle boots really made a splash at the Spring/Summer 2024 show, which was held in Milan at the end of September. On this day, the show relied on a false improvisation. Understand that the models, like movie actors, were parading at a run, their faces sometimes panicked, sometimes made up with fake tears. True stars of the catwalk, the boots were worn several times: with faded low-rise jeans, a skirt and hoodie combo worn inside out and, the highlight of the show, a suit made entirely from post-it notes. "I wanted to transfer the anxiety of the dizzying pace of the fashion industry into this collection, which denounces the lack of time, and the stress and frustration that comes with it," Beate Karlsson told Fashion Network backstage. This show-show has been viewed more than 5 million times on the brand's Instagram.
Avavav Spring/Summer 2024 show. (Milan, 24 September 2023) Imaxtree
To further promote its signature boots, Avavav is betting on virality. Judging by a campaign published on his Instagram page in early November, featuring "paparazzi" models leaving supermarkets or airports. To highlight this accessory, there is no need for celebrities, the label preferring to bet on unknown faces in the battalion. An offbeat choice, which is starting to have an effect: for its December issue, the British edition of Cosmopolitan magazine offered its cover to Julia Fox, fully dressed in iconic Avavav pieces such as the "three-finger" gloves and the "Cunt" cap. It remains to be seen if the model, known for her eccentric style, will soon be tempted by the boot of the moment.