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The Swedish brand Avavav, which is cooperating with Adidas this season, organized its fashion show in the form of a model race at the Milan stadium on September 22. A fashion way to make us (re)feel the emotions of the Paris 2024 Olympics.
It’s a pretty chaotic race. Models run, others stand still, some have blood stains on their clothes, and one does not care what is happening and prefers to end the phone call. The subversive Swedish brand based in Florence made headlines once again during its Milan Spring/Summer 2025 show on September 22nd. This season, he staged his models in the stadium, happily playing on the nostalgia of the Paris 2024 Olympics, which seems to have captured everyone, including the fashion world.
Founded by eccentrics Johanna Blom and Beat Karlsson, the label took advantage of fashion week to unveil a collaboration with Adidas. Cropped shirts, three-layer hats that become laces that fall over the face, giant three-fingered gloves, the creations are bold and fun, redefining the codes of the sports equipment manufacturer in a more than modern way.
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This is not the first time when the brand shows off its clothes in an impressive way. If the guests for this show received an energy drink and a racing bib indicating their place as a gift, then last season they had at their disposal to throw garbage at the models parading from the catwalk. creators regularly undergo. A softer message was sent at this Milan stadium, showing the values of sport, difference, courage and a little nerve.
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Source: Le Figaro
