Pie in the face, falling and littering. guests disturb Avavav’s parade

The scene reminds of an episode of the TV series Game Of Thrones. The one where Cersei Lannister is sentenced to a “walk of shame” through the streets of King’s Landing. During his journey, he becomes the target of trash thrown by citizens. On February 25, however, the scene took place during the Avavav fashion show presented in Milan. In the first row, the guests have several white buckets containing a bunch of waste. Balls of paper, soda cans and plastic bottles become real projectiles as soon as the first model appears on the catwalk.

The further the parade goes, the more the ground turns to trash. It is enough to complicate the approach of the models, many of whom lose their balance and collapse on the sticky floor. The set is just as chaotic. ruined tights, ripped trousers, sweatshirts with cut-off sleeves, bandaged noses and vampy lenses make for a grunge and deliberately unruly wardrobe. At the end of the show, creator Avavav comes out to greet his audience, seconds before kicking a man who appears out of nowhere.

Questioning the fashion industry

“Is this just another Avavav ploy or a way to express how much the public loves to throw hate at fashion when they can,” asked user X (ex-Twitter). “The irony is that fashion or clothing itself is trash,” replies another. The very strong images and videos of the parade on social networks open the debate. Nothing like this confirms that the popularity of this Florence-based brand continues to grow. The idea behind this parade is above all to highlight the gratuitous hate and sometimes the excess of enthusiasm that spreads on social media. Avavav Fall-Winter 2024 reflects the easy criticism that a fashion brand carries, for example, at the end of a fashion show. Instead of waiting for the end of the show, the two Swedish creators offer the public a chance to express themselves live. “At the entrance to the parade, glasses of vodka were offered to warm the room,” the article says. Fashion network .

The Avavav label, founded in 2017 by Linda and Adam Friberg, was bought in 2020 by two Swedish booze fans, Johanna Blom and Beat Carlsson. Post-Covid, the duo is quickly getting people talking about them. Innovative, Avavav’s creations champion eccentricity to the point of shaking up the codes of fashion shows during Fashion Week. His spring-summer show, which opened in Milan in September 2024, was inspired by the restlessness of the infernal rhythms of the clothing industry. The models then paraded around at a jogging pace, sometimes wearing four-toed shoes…which didn’t cause an internet sensation.

In video: Cesar’s 2024 red carpet