Why are these strange “four-toed” shoes everywhere on red carpets?

It’s a crazy shoe that’s slowly moving away from social media virality to establish itself in real life. We’re talking about four-toe ankle boots from Avavav, a label founded in 2017 by Linda and Adam Friberg, bought in 2020 by two Swedish women who love the buzz: Johanna Blom and Beat Carlsson. Since then, this leather accessory, characterized by its four fingers that act as an extension of the leg, seems to be unanimous on the red carpet. He was spotted at the feet of Lyas, the co-founder of Fenzy fashion app, during the ceremony. Men of the year (Men of the Year, French) on November 30 from GQ magazine. A few days ago it was the reporter Vogue: Englishman Alex Kessler, who adopted them at a party in London. The fashion price of this fashion. 1350 euros.

Viral shoes

Avavav’s “four-toed” ankle boots, presented for several seasons, really caused a sensation at the spring-summer 2024 fashion show, which was held in Milan at the end of September. The show that day was based on fake improv. Understand that the models, like movie actors, paraded at a galloping pace, their faces sometimes panicked, sometimes fake tears. The real stars of the catwalk, the ankle boots were worn multiple times with low-rise faded jeans, a skirt and shirt combo inside and, the highlight of the show, a suit made entirely of maillot. “I wanted to convey the anxiety of the dizzying rhythms of the fashion industry in this collection, which condemns the lack of time, as well as the stress and frustration that comes from it,” explained Bate Carlson. Fashion network behind the scenes This fashion show has been viewed more than 5 million times on the brand’s Instagram.

To further promote its signature ankle boots, Avavav is going viral. Judging by the campaign published on his Instagram page in early November, which features “paparazzi” models leaving a supermarket or an airport. You don’t need celebrities to highlight this accessory, the label prefers to rely on unknown faces in the battalion. Inadequate bias starting to take its toll. British edition of the magazine for the December issue Cosmopolitan offered its cover to Julia Fox, fully decked out in Avavav’s signature pieces, like three-fingered gloves and a ‘Kunti’ (Sal*pe, French) hat. It remains to be seen if the model known for her eccentric style will soon be tempted by the ankle boots of the moment.