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FW26 MFW Presentation
On February 28, 2026, Avavav presented its Fall/Winter 2026 collection in Milan. For "The Female Gaze", the runway was literally reversed. Guests entered one by one and were led directly into the show. In a stark room, models stood in two parallel lines, forming a human runway. Each guest walked alone between them—observed by a room full of women. There was no front row, no audience to perform for, only the gaze of the models. A soundtrack of male voices describing their “female muse” filled the space, echoing how women have long been framed and defined. At the exit, a live monitor showed new arrivals undergoing the same passage. In this inversion, the viewer became the viewed. The collection questioned the perspectives through which femininity has historically been shaped and consumed. While womenswear remained the industry’s core, its visual language had often been constructed from an external point of view.
SS26 MFW Presentation
For Spring/Summer 2026, Creative Director Beate Skonare Karlsson presented the collection under the name "Soon on Sale". Set in a basement outlet store, it provided a depressing backdrop for presenting brand new designs — and that was precisely the point. The Presentation is a satire on fashion’s discount culture, exposing how creativity is devalued and exhausted by a system obsessed with constant novelty.
FW25 MFW Runway show
For the FW25 show models covered in soil and blood, clawed their way onto the runway with exhaustion and expression of surrender, an embodiment of Creative Director Beate Skonare Karlsson’s recent personal journey of balancing vulnerability with perseverance. The show named “The Hole” presents a collection woven with fragility and strength, exaggerated femininity juxtaposed with armor and anatomical illusions.
SS25 MFW Runway show
The Avavav SS25 show was a blend of runway presentation and sports competition and a platform to unveil Avavav’s highly anticipated collaboration with adidas Originals. Creative Director Beate Skonare Karlsson blends goth streetwear with cutting-edge silhouettes, unveiling a collection with a focus on strong shapes and unconventional pieces.
AW24 MFW Runway show
In medieval times people were throwing feces, stones, and trash at each other. Online, those times are not of the past. Hate comments and internet trolls have become a part of modern culture. The show, titled "Thanks for your feedback", is an experiment where this verbal brutality is translated into a physical space, and hopefully shows that it isn’t necessarily a reflection of reality. The models act as symbols of self-respect, keeping a straight face while being trashed.
SS24 MFW Runway show
No time to design. No time to explain.
AW23 MFW Runway show
For the AW23 collection, Creative Director Beate Karlsson devoted herself to the unwritten rules of luxury and explored what happens if one, literally, breaks them. Drawing on the shame that comes with bad quality and pieces falling apart, the AW23 show enhances the ever-known concept of success and failure. A collection mixing street with dominant femininity.
SS23 MFW Runway show
Titled “Filthy Rich,” the Avavav SS23 collection looked to playfully comment on fashion’s fixation on status and wealth. In the words of Creative Director Beate Karlsson; “In a time of recession; cash and escapism are at the top of the agenda”.
