Runway fails or AVAVAV SS23 fashion show?

Milan Fashion Week SS23 was full of memorable moments and AVAVAV spring 23 was surely one of them!

Florence-based label #AVAVAV led by BEATE KARLSSON had their debut fashion show at #MilanFashionWeek. While you may remember it as the “models falling on the runway” show, Karlsson — who also took a tumble — shared the deeper meaning with VOGUE.

Titled “Filthy Rich”, the collection features “bootleg” Fendi, Louis Vuitton, Gucci and Dior monograms reinvented with the label’s AV logo and more pieces of satire. “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. Falling shows this,” she says.

Was this all for social media and going viral? Not exactly.

Karlsson says that she is a conceptual #designer because she enjoys finding new, catchy concepts which “simply does well on social media” although she has had inner discussions with herself wondering if she’s doing this because it’ll go viral or if it’s something she stands behind as a design.

Do you think creatives feel pressured to go viral?

#fashionshow #runwayshow

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