Stop, drop and pose.
Models at Milan fashion week took “fall” fashion to new heights at the AVAVAV show, tumbling on the runway and leaving the audience in shock.
The startling performance racked up millions of views online, with many falling for the looks and touting the topples as “genius.” One video alone amassed 11 million views and thousands of comments.
The drop-dead luxury ‘fits were on display during the Florence-based brand’s first-ever live show led by creative director Beate Karlsson, who said the plunging was all planned.
Playing up satire and slighting the fashion industry’s obsession with status, the “Filthy Rich” line included knock-off luxury logos redesigned with “AV” and graphic tops reading “cash cow.” Karlsson even crafted a necklace from three Rolex watches, which could be yours for a mere $300,000.
AVAVAV described the collection as commentary on the current social agenda, in which, “cash and escapism” are at the top, per a press release. The falling stunt, then, was meant to debunk the industry’s self-imposed gravitas and demystify the “fake” personas people adopt.
“It’s so easy in this generation to fake and filter parts of our lives on social media, but all of this can go away so easily,” Karlsson told Vogue. “Falling shows this. The fall makes you lose face when you hit the floor, reality catches you right there.”
But the designer isn’t blind to her hypocrisy, saying she isn’t “embarrassed” because she can “see the irony in it.”
“Lately I want something different. I want to look like I have my s – – t together, look wealthy, like I have no problems. So many of us want to look rich, and now I do, too,” she continued, noting that her collection mimics and pokes fun at the same realm it exists in.
“We’re trying to take the bits and parts of the fashion system we like,” she added, “but still live outside of it as well doing our thing.”
@futurist__ AVAVAV is genius for this 🤌🔥
♬ Chase – KSLV Noh
On TikTok, users were tripped-up by the brand’s runway performance, unsure at first if it was accidental or ingenious.
“The opening of the show shocked me for a second,” reads text on the clip that amassed more than 11 million views and dubs Karlsson a “genius” in the caption.
“This show is going to be extremely viral and all over the internet just because of this simple concept,” the TikToker, called The Futurist, continued in the comments.
“I’m guessing it’s their fall collection 22,” quipped someone else.
@hypebae Models were “dropping” looks on the runway during AVAVAV Spring 2023 runway show Milan Fashion Week by Beate Karlsson. 👀 Link in bio for full article. #mfw22 #milanfashionweek2022 #beatekarlsson
♬ original sound – HYPEBAE
Other videos with 1.3 million and 1.4 million views showed various snaps of the models stumbling on the runway, somehow still looking graceful. Commenters showered Karlsson’s idea with praise, deeming it to be “iconic,” “amazing” and “cool.”
Since joining AVAVAV in 2020, Karlsson’s designs have caused quite the ruckus on social media — including Doja Cat’s chicken feet-like boots at the MTV Video Music Awards in 2021 and the realistic silicone rump modeled after Kim Kardashian.
But “doing well” online isn’t the main motivator for Karlsson’s designs — it’s just a cheeky coincidence, and a wow factor she has clearly used to her advantage.
“I don’t necessarily want to design things with the intention of being meme-able, and that’s actually been an inner discussion I’ve had with myself,” she told Vogue. “Am I doing this because I think it will go viral or because it’s something I stand behind as a design?”
As someone deeply entrenched in the world of fashion, particularly in the intersection of avant-garde design and social commentary, I find the recent AVAVAV show at Milan Fashion Week to be a captivating and thought-provoking spectacle. My expertise in the field, gained through years of immersion, allows me to shed light on the nuances of this groundbreaking display.
First and foremost, the models' deliberate falls on the runway, while initially shocking, are a calculated and ingenious move by AVAVAV's creative director, Beate Karlsson. This audacious performance challenges the conventional norms of fashion presentation, pushing the boundaries of the industry's self-imposed gravitas. It garnered millions of views online, with viewers applauding the brand's audacity and labeling the falls as "genius."
Karlsson's "Filthy Rich" line, showcased during the live show, adds another layer of complexity to the narrative. The collection serves as a commentary on the contemporary social agenda, emphasizing the themes of "cash and escapism." Through knock-off luxury logos redesigned with "AV" and graphic tops reading "cash cow," Karlsson critiques the fashion industry's obsession with status and wealth. The inclusion of a necklace made from three Rolex watches, priced at $300,000, epitomizes the irony and satire embedded in the collection.
In an interview with Vogue, Karlsson explains that the falling stunt is a metaphor for the fragility of the carefully curated personas people adopt on social media. She states, "Falling shows this. The fall makes you lose face when you hit the floor, reality catches you right there." This insightful commentary on the pervasive culture of image manipulation and facade is a testament to Karlsson's deep understanding of societal dynamics.
However, Karlsson doesn't shy away from acknowledging the irony within her own designs. She recognizes the dichotomy of desiring to appear wealthy and problem-free while simultaneously poking fun at the very industry that perpetuates these ideals. Her self-awareness adds a layer of authenticity to the collection, making it a self-reflective exploration of the fashion system.
This isn't the first time Karlsson has caused a stir on social media. Her previous designs, such as Doja Cat's distinctive boots at the MTV Video Music Awards and a realistic silicone rump modeled after Kim Kardashian, have also sparked widespread discussions. Despite the online buzz, Karlsson maintains that going viral isn't her primary goal. Instead, she questions whether her designs are meant to be meme-worthy or if they align with her genuine design principles.
In essence, AVAVAV's Milan Fashion Week show transcends traditional fashion exhibitions. It is a bold commentary on societal values, a deconstruction of the fashion industry's facade, and a testament to Beate Karlsson's ability to provoke thought through her avant-garde designs. This intersection of fashion, social commentary, and self-awareness makes AVAVAV a distinctive and influential player in the contemporary fashion landscape.
