A Playful Fusion of High Fashion and Athletic Culture on AVAVAV’s SS25
Words MATTIA MARCASSA BARBIERI
Avavav’s Spring/Summer 2025 collection, showcased at Milan Fashion Week, took an irreverent approach to fashion, combining high fashion with athletic culture in a show filled with humor, satire, and unexpected chaos. Creative Director Beate Karlsson transformed the runway into a sport-themed spectacle set in the Forza e Coraggio sports arena, where models were tasked with a playful mock race—a satirical take on the idea of breaking world records.
The models didn’t glide down the runway with grace; instead, they stumbled, power-walked, and even chatted on their phones, with one model collapsing after a sprint, driving home the absurdity of the moment. The collection featured a collaboration with Adidas Originals, blending sporty elements with Avavav’s signature experimental style. The garments included wide-legged pants, pleated details, and goth-inspired streetwear, paired with playful accessories like finger-cutout hats and surreal three- fingered gloves. Adidas’ distinctive Three Stripes were incorporated into Avavav’s iconic four-finger footwear in a subversive, avant-garde way that grabbed the front stage. The whole approach challenged the audience’s perception of the seriousness of both professional sports and the fashion industry by fusing exaggerated, almost costume-like designs with colorful streetwear. The show’s set, which was constructed from 15 tonnes of recycled denim scraps, demonstrated the brand’s dedication to sustainability by turning waste materials into a humorous runway.
Avavav’s SS25 collection was not just a runway show; it was a theatrical performance that blurred the lines between sport, fashion, and comedy. Beate Karlsson’s subversive take on the fashion industry continues to challenge conventions, blending playful irreverence with thought-provoking commentary. By turning the runway into a chaotic sports scene, Avavav cemented its status as a brand that refuses to take itself too seriously, delivering both laughs and fashion-forward designs in a single stroke.
