The AVAVAV FW23 collection called Fake It Till You Break It was recently showcased at Milan Fashion Week and it created a spectacle in the moment—and a social media frenzy afterwards—as models’ clothing was intentionally ripped off them as they walked. Creative director Beate Karlsson said “I’ve been asking myself; why is luxury so serious? Is it because we strive to be perfect? Could bad quality still be luxurious? The last collection was all about keeping up a fake projection of wealth and the personal failure of losing face when this illusion crashes.”
For the Spring/Summer 2023 season, AVAVAV commented on the “superficiality of fashion” by having models falling over themselves. As always, the runways by Beate Karlsson are ones to watch.
