This season’s Milan Fashion Week saw a number of show-stopping moments, but one particular presentation divided audiences and sparked conversation.
AVAVAV’s Trash-Themed Runway Show
The label AVAVAV, helmed by creative director Beate Karlsson, staged a show where models walked the runway while audience members threw what appeared to be crumpled paper balls and other debris.
“When we told all the models the idea, they were all really into it,” Karlsson said.
What Was the Meaning Behind This Show?
The performance was intended to be a commentary on the often negative and critical online reception the brand has faced since its launch.
The reactions to the show were varied. Some praised its boldness and attempt to spark dialogue about important issues. Others, however, found the performance distasteful and disrespectful to the models. They argued that using models as human targets, even if with simulated objects, was inappropriate and potentially harmful.
The result of the show was a total unknown to the brand itself. “We really don’t know how it’s going to turn out,” admitted AVAVAV’s publicist, Hannah Bjorkman, backstage at the runway show. “There is going to be all this liquid, but we can’t rehearse with that because it will ruin the clothes!”
The Relationship Between Fashion & Online Discourse
Beyond the immediate controversy, the AVAVAV show has raised questions about the evolving relationship between fashion and online discourse. Traditionally, fashion designers have used their platforms to showcase creativity and influence trends. However, the rise of social media has opened a direct line of communication between brands and consumers, often leading to both praise and criticism.
The AVAVAV show can be seen as an attempt to navigate this new landscape, sparking a dialogue about the potential harms of online negativity while simultaneously using the platform’s power to garner attention. The show’s ultimate impact remains to be seen, but it serves as a reminder of the complex and often intertwined spheres of fashion and online engagement.
Regardless of individual viewpoints, the AVAVAV show undeniably generated significant buzz and discussion at Milan Fashion Week. It’s forcing the fashion industry and the wider public to confront the often-toxic nature of online discourse and the impact it can have on individuals and brands alike — which, at the end of the day, is a conversation that needs to be had.
