avavav

AVAVAV is an independent fashion house founded in its current form in 2021 by creative director Beate Karlsson. Though the brand has Swedish roots and leadership, it is based in Florence, Italy. The label first gained notoriety under previous founders in 2017 for its use of deadstock fabrics from luxury houses, a practice that continues. However, under Karlsson's direction, AVAVAV has become a viral phenomenon celebrated for its humorous, chaotic, and theatrical runway shows that merge fashion with performance art. These spectacles, which have featured models intentionally falling or clothes designed to break apart mid-walk, serve as a satirical commentary on the fashion industry's pressures, obsession with status, and questions of quality.

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