Runways are not only platforms to present your product/collection but also to present your brand, mission, and vision. In Milan Fashion Week, AVAVAV was a great example of how adding storytelling to your runway show or your collection presentation, could create an impact.
The brand’s Creative Director, Beate Karlsson, tripped up the final leg of shows for Milan Fashion Week – quite literally, with models falling on the runway – with a debut, nouveau riche collection of ready-to-wear and accessory items that conceptualized the ideal of “success and failure.”
With money (and the pursuit of it), as the collection’s inspiration, Karlsson sent a dizzying cadre of models down the runway in blinged-out bathing suits with dollar-sign emblems, sheath dresses that toyed with familiar designer logo implementation, extremely oversized hoodies and jackets, padded shoulders and artisanal denim.
Karlsson says: “This collection and the runway show are an ironic observation of how we use wealth and richness as a sort of power move. Instead of using the ‘demnaesk’ idea of putting tacky logos and statements on expensive clothing I wanted to do the opposite. The ‘Moonster’ boots are constructed in thick foam to reach the voluminous silhouette. It’s been a fun continuation of our ‘Fingers’ and a new method for us to create sculptural footwear. I thought it was fun and funny to make ridiculous statements that scream ‘I AM WEALTHY.’”
“For the past year, I’ve embraced our generation’s trend of escapism through ‘fake it until you make it’ energy. I’ve enjoyed faking richness, but there’s an inevitable backlash of when reality hits you. I wanted to do an emotional sensation exposing this through the runway show, enhancing the ever-known concept of success and failure that is built around the SS23 collection,” added Karlsson.
Apart from telling a certain story about the collection and the brand, this presentation created a great buzz on social media and various media channels which eventually increases the brand's awareness and interest in AVAVAV.
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