The scene is reminiscent of an episode of the series
Game of Thrones
.
The one in which Cersei Lannister is condemned to a “walk of shame” through the streets of King’s Landing.
During her journey, she becomes the target of garbage thrown by citizens.
On February 25, however, the scene took place during the Avavav fashion show, presented in Milan.
In the front row, guests have several white buckets which contain a bunch of waste.
The balls of paper, soda cans and plastic bottles then become, as soon as the first model appears on the catwalk, real projectiles.
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The further the parade goes, the more the ground turns into trash.
Enough to complicate the approach of the models, many of whom lose their balance and collapse on the sticky floor.
The collection is just as chaotic: frayed tights, torn pants, sweatshirts with slashed sleeves, bandages on the nose and vampire lenses make up a grunge and deliberately disordered wardrobe.
At the end of the show, creator Avavav comes to greet her audience, a few seconds before being kicked by a man who appears out of nowhere.
The designer of the Avavav brand gets a pie in the face at the end of her fall-winter 2024 show. (Milan, February 25, 2024.) Imaxtree
Questioning the fashion industry
“Is this just another Avavav gimmick, or a way to express how much the public loves to throw hate on fashion whenever they can?”, asks a user on X (ex- Twitter).
“The irony is that fashion or clothes are themselves waste,” another responds.
On social networks, the very strong images and videos of the parade are opening the debate.
Nothing like this to confirm that the notoriety of this brand, based in Florence, continues to rise.
The idea behind this parade is above all to highlight the gratuitous hatred, and sometimes the excess of enthusiasm, which sweeps across social networks.
Avavav's fall-winter 2024 reflects easy criticism, that which a fashion brand suffers at the end of a fashion show for example.
Rather than waiting for the end of the show, the two Swedish creators offer the public the opportunity to express themselves live.
“Glasses of vodka were offered at the entrance to the show to warm up the room,” says an article from
Fashion Network
.
Also read: Why are these strange “four-toed” shoes everywhere on red carpets?
Founded in 2017 by Linda and Adam Friberg, the Avavav label was bought in 2020 by two Swedish buzz fans: Johanna Blom and Beate Karlsson.
Post-Covid, the duo quickly manages to get people talking about them.
Innovative, Avavav's creations advocate eccentricity, to the point of shaking up the codes of fashion shows during a Fashion Week.
For its spring-summer 2024 unveiled in Milan in September 2023, the show was inspired by the anxiety of the infernal rhythms of the clothing industry.
The models then paraded at a running pace, sometimes wearing four-toed shoes...which did not fail to cause a sensation on the Web.
In video, The 2024 César red carpet