Waste thrown on models, designer caked... the funny fashion show of the clothing brand Avavav

A parade like no other.

Far from the usual images of fashion shows where the catwalks are as clean as a whistle, the Avavav brand has completely broken the codes by offering spectators the opportunity to throw trash at its models during Milan Fashion Week.

In the front row, after being offered a shot of vodka "to warm up the room", the guests had gloves and buckets filled with waste to throw on the catwalk, or even directly at the models, even if it meant aiming them in the face. head.

An original production whose aim was to denounce the numerous malicious comments about the brand and the models regularly published on social networks.

Also read: These aficionados chase the stars during Fashion Week in Paris

Balls of paper, cans, plastic bottles, tomatoes, eggs, banana peels... barely a few seconds after the start of the parade, garbage flies and piles up on the podium, even making some people lose their balance. mannequins in this rain of waste.

As for clothing, Avavav's fall-winter 2024 collection is just as chaotic with stained shirts, torn tights and even holey pants.

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Designers known for their eccentricity

A fashion show that denounces the easy criticism that many creators suffer at the end of a fashion show.

This is why the two Swedish designers wanted to offer the public the opportunity to express themselves directly, in a virulent and absurd way, in front of the models.

The icing on the cake was that at the end of the show, the eccentric Swedish designer from Avavav Beate Karlsson came to greet her audience before being smeared by a man in a cap who had gotten up from his chair for the occasion.

Avavav 24 fw runway show filled with trash🚮 and pie to the the face🥧 😂#runway #FashionWeek #fashion pic.twitter.com/1ncVDmzu6X

— Shooting Shining 🌞 (@ShootingShining) February 26, 2024

A show which did not fail to provoke a reaction on social networks, with several Internet users ironically remarking that this type of show is often an opportunity to present “clothing waste”.

Madness or stroke of genius?

Still, the publicity stunt seems successful for the brand owned by two Swedes, Johanna Blom and Beate Karlsson, known for their eccentricity.

As Madame Figaro notes, in September 2023, the show had its models parade at a pace to denounce the anxiety of the infernal rhythms of the clothing industry.