No Time For Design At The AVAVAV Milan Fashion Show
No Time For Design, No Time To Explain. That’s the theme from this year’s AVAVAV Spring/Summer 2024 collection. The Milan Fashion Week presentation over the weekend was pretty literal. There was no time for design. Models were shoved out onto the runway, seemingly half-dressed and unready, and it was all very unexpected and fun.
See for yourself:
https://www.instagram.com/reel/CxmItU-qIV3/
I’m gonna start this by admitting that I know nothing about fashion. If you know me or have even ever seen me, you are well aware. If I’m wearing a designer, it’s likely because someone fashionable donated it to Goodwill and I happened to come across it on the rack. In that instance, I almost certainly don’t even realize that it is a designer brand. GAP to me is fancy, and before this morning I’d never even heard of AVAVAV. After watching their most recent fashion show though, I’ll remember them.
Is it fashion?
AVAVAV is a clothing brand based in Stockholm (I Googled them). Their AVAVAV fashion show at Fashion Week in Milan this past Sunday was posted to their account on Instagram, and it’s taken the internet by storm. People are divided. Is this fashion? Is it satire? Is it both? Is it just a gimmick? I’m not sure, but I like it a lot.
It’s so clever and fun. Whatever you think about the clothing itself, or the possibility of you ever wearing anything like it, you have to admit that it’s creative. There’s something attractive about watching something and not knowing what to expect. The half-dressed part is fitting to the theme, but literally shoving the models out onto the runway is next level. Having them appear stressed and hurried, and even running is so great. And if we’re honest, their hurried half half-dressed looks are not that far from the way any of us regular folks look when we’re heading out the door for weddings and really, any occasion ever.
AVAVAV’s Instagram account shared the video of the show this past weekend, and in the caption also gave credit to all that contributed. They included the individual model accounts, hair and makeup stylists, all of it.
The collection, and show they put together to showcase it was creative, exciting, and really fun to watch. What’s more? They’ve done this before.
Last Year’s Show
AVAVAV’s Spring/Summer 2023 show last year had a theme of Fake It Til’ You Break It. And again, a super literal show. The items in the collection were designed to fall apart on the runway. Actually, break on stage. Even the stage setup itself was meant to collapse at the end of the show. It’s weird and fun, and sort of genius.
I’d prefer this type of show to a typical runway strut any day. The collections are really cool too. I never heard of them before this morning, but if the internet is divided, then add me to Team AVAVAV. Again, I know nothing, at all, about fashion. But I know that the clothes are interesting to look at. The models are too. I’m into it. I’ll never buy any of this stuff, but who really does? The next time I see the brand AVAVAV, or a video of one of their runway shows, you can bet I’m gonna check it out. They may have had ‘No Time to Design’, but they certainly put together a great show.
We can also always turn to their website the next time we’re in need of a jacket made of Post-It Notes or giant fur shoes with platform toes cut out. I like THESE gloves too. Three fingers, three color versions (light, dark, and purple), and surprisingly affordable at $115. Buy those and check out some other interesting finds HERE.