Avavav

Avavav is an independent Swedish fashion brand founded in 2021 by designer Beate Skonare Karlsson. The label occupies an unusual position between luxury fashion, streetwear, performance art, and internet culture. Rather than treating runway presentation as a straightforward display of finished clothing, Avavav uses shows as highly choreographed spectacles in which garments, models, sets, and audience behavior become part of the design language. Its collections frequently parody fashion's preoccupation with wealth, status, beauty, perfection, and commercial performance. Karlsson serves as creative director, while Johanna Blom is the brand's chief executive. Karlsson's work is associated with extreme and deliberately provocative forms, including sculptural silhouettes, latex-inspired bodices, claw-like footwear, cut-out garments, and exaggerated sportswear. The label is often described as a cult or cult-favorite brand because its runway clips and fashion stunts travel widely through social media, generating attention beyond conventional fashion coverage. Avavav's early collections established its interest in discomfort, failure, and theatrical disruption. The Spring/Summer 2023 collection, Filthy Rich, presented models who intentionally fell during the runway walk, turning the idea of fashion-world polish into a satire of wealth and status. For Fall/Winter 2023, Fake It Till You Break It made malfunction the central concept: bags broke, heels snapped, and clothing detached while models moved through the show. The collection combined tracksuits and oversized outerwear with body-conscious dresses, bodysuits, miniskirts, low-cut tops, and printed accessories. The brand continued to use audience participation and social-media criticism as creative material. Its Fall/Winter 2024 presentation, Thanks For Your Feedback, projected hostile online comments into the show environment and invited audience members to throw trash at models. The concept treated online harassment as a physical spectacle and questioned the distance between anonymous digital commentary and real-world cruelty. The collection paired conventional wardrobe references such as Oxford shirts, velour hoodies, and tailored jackets with more fantastical items, including the label's distinctive four-fingered boots. Avavav also developed a notable relationship with Adidas Originals. The Spring/Summer 2025 presentation at Milan Fashion Week was staged as a mock sporting event under the theme High Fashion and Low Performance. Models performed an intentionally unsuccessful 100-meter sprint in designs that transformed sportswear references into fashion objects, including cropped tracksuits, slashed hoodies, sheer skirts, boxing-glove mittens, and bags shaped around Adidas Superstar references. The collaboration treated the normally performance-oriented language of sportswear as an opportunity for satire, impracticality, and visual exaggeration rather than athletic optimization. The second season of the Adidas Originals collaboration was presented through the Fall/Winter 2025 collection, The Hole. Models emerged from grave-like pits onto a grass-covered runway, while the collection explored death, fragility, control, and bodily protection through gothic streetwear, skeletal motifs, and armor-like shapes. In May 2025, the collaboration was promoted with the same High Fashion, Low Performance idea and included avant-garde hoodies, oversized puffer vests, ruched trousers, minimal shorts, and Moonrubber Megaride runners with alien-like forms. Avavav's visibility has been particularly strong in China, where viral runway footage, user-generated posts, and celebrity appearances have helped introduce the brand to a wider audience. Blackpink's Jennie has been associated with Avavav x Adidas pieces. The brand's positioning is therefore less about conventional luxury heritage and more about immediacy, spectacle, humor, and the ability to convert fashion criticism into shareable performance. Its commercial status and ownership structure are not publicly established in the supplied reference material.

Avavav was established in 2021 by Swedish designer Beate Skonare Karlsson, who became the label's creative director. Johanna Blom is identified as the brand's chief executive. From its beginning, the label distinguished itself through a combination of luxury-fashion construction, streetwear proportions, and runway performances designed to be discussed as much as the clothes themselves. Karlsson's design vocabulary includes exaggerated silhouettes, sculptural shapes, body-conscious garments, latex-like surfaces, claw-inspired shoes, cut-outs, and transformed sportswear. The brand's presentations often intentionally interrupt the traditional fashion-show promise of control and perfection. Models may fall, accessories may break, or viewers may be made to confront uncomfortable material drawn from online culture and fashion-industry criticism. The Spring/Summer 2023 collection, Filthy Rich, used staged runway falls to comment on status and the fashion system's relationship with wealth. Fall/Winter 2023's Fake It Till You Break It developed the idea further by making physical failure the collection's central event. Bags broke, heels snapped, and garments came apart while the show proceeded. The clothing combined oversized streetwear and tracksuits with bodysuits, miniskirts, cut-out dresses, low-cut tops, and slogan-bearing pieces. For Spring/Summer 2024, the collection was titled No Time to Design, No Time to Explain. The supplied reference identifies the collection but does not provide further details about its presentation or commercial development. Fall/Winter 2024's Thanks For Your Feedback used projected Instagram comments and audience members throwing rubbish at models to dramatize the relationship between online harassment and public spectacle. The clothing included Oxford shirts, velour hoodies, tailored jackets, and four-fingered boots. The label expanded its sportswear dialogue through an Adidas Originals collaboration. In September 2024, during Milan Fashion Week, Avavav presented a Spring 2025 concept in a sports arena under the theme High Fashion and Low Performance. Models staged an intentionally poor sprint in designs that combined feminine styling with Adidas-derived streetwear, including cropped tracksuits, sheer skirts, slashed hoodies, boxing-glove mittens, and miniaturized Superstar-inspired bags. Rather than promising improved athletic capability, the partnership treated sportswear as a visual and cultural language to be distorted by fashion. In March 2025, Avavav showed The Hole for Fall/Winter 2025, marking the second season of the Adidas Originals collaboration. The grave-like runway entrances and grass-covered setting framed clothing inspired by death, fragility, skeletons, and armor. In May, the associated product launch reiterated the High Fashion, Low Performance concept with exaggerated hoodies, puffer vests, ruched trousers, minimal shorts, and Moonrubber Megaride runners. The brand has attracted international attention through viral runway videos and social-media circulation. China has become an important visibility market, supported by user-generated content and celebrity exposure, including Blackpink's Jennie wearing Avavav x Adidas. Publicly available material in the supplied references does not establish Avavav's headquarters, corporate ownership, revenue, listing status, or independent retail network.

• 2025

  The Hole and second Adidas season

  [1]Avavaven.wikipedia.org

  The Fall/Winter 2025 collection explores death and control while continuing the Adidas Originals collaboration.

• 2024

  Thanks For Your Feedback

  [1]Avavaven.wikipedia.org

  The Fall/Winter 2024 show turns hostile online comments into a physical audience-participation concept.

• 2024

  First Adidas Originals collaboration

  [1]Avavaven.wikipedia.org

  Avavav presents High Fashion and Low Performance at Milan Fashion Week, using a mock sporting event to introduce its Adidas Originals partnership.

• 2023

  Fake It Till You Break It

  [1]Avavaven.wikipedia.org

  The Fall/Winter 2023 show makes breaking garments and accessories a central performance device.

• 2022

  Filthy Rich introduces staged runway failure

  [1]Avavaven.wikipedia.org

  The Spring/Summer 2023 collection uses deliberate model falls to satirize fashion's association with wealth and status.

• 2021

  Avavav is founded

  [1]Avavaven.wikipedia.org

  Beate Skonare Karlsson establishes the Swedish independent fashion label, with Johanna Blom later identified as its chief executive.

Independent, experimental luxury streetwear that combines theatrical performance, satire, internet culture, and deliberately impractical sportswear references.

• Apparel · 2021

  Ready-to-wear collections

  Avavav's main product offer consists of experimental ready-to-wear combining oversized streetwear, tracksuits, hoodies, tailored jackets, Oxford shirts, bodysuits, cut-out dresses, miniskirts, low-cut tops, and sculptural outerwear. The designs frequently reinterpret familiar commercial garments through exaggerated proportions, distressed construction, provocative slogans, or theatrical details.

• Footwear

  Four-fingered boots

  The four-fingered boots are a distinctive footwear concept associated with Avavav's surreal and body-transforming design language. They extend the brand's interest in claw-like and anatomically unusual shoes, treating footwear as a sculptural fashion statement rather than a conventional performance product.

• Collaborative sportswear · 2024

  Avavav x Adidas Originals

  The collaboration reworks Adidas Originals references through Avavav's deliberately impractical, satirical approach. Pieces include cropped tracksuits, slashed hoodies, sheer skirts, exaggerated puffer vests, ruched trousers, minimal shorts, unusual accessories, and transformed sneaker designs. The partnership emphasizes fashion spectacle over technical athletic performance.

• Footwear · 2025

  Moonrubber Megaride runners

  These alien-like runners were included in the second Avavav and Adidas Originals collaboration. Their exaggerated appearance reinforces the partnership's High Fashion, Low Performance premise by presenting a recognizable sportswear category through an intentionally nonstandard, fashion-led form.

• 2025Avavav x Adidas Originals second collaboration

  International · China

  The second collaboration was promoted with imagery contrasting athletes' real performance against models' failed attempts and included exaggerated apparel and Moonrubber Megaride runners.

  Outcome. The campaign reinforced the partnership's satirical treatment of athleticism and performance.

  Source
• 2024Thanks For Your Feedback

  International fashion media

  The show projected Instagram comments and invited spectators to throw rubbish at models, staging online hate as a physical act.

  Outcome. The presentation generated attention for its confrontation with social-media harassment and audience complicity.

  Source
• 2024High Fashion, Low Performance

  International · China

  Avavav and Adidas Originals introduced their partnership through a mock athletic event in which models performed a deliberately unsuccessful sprint in transformed sportswear.

  Outcome. The collaboration extended Avavav's reach while distinguishing itself from conventional performance-focused sportswear partnerships.

  Source
• 2023Fake It Till You Break It

  International fashion media

  The Fall/Winter 2023 presentation intentionally incorporated breaking bags, snapping heels, and separating garments into the runway choreography.

  Outcome. Failure became a central part of Avavav's brand identity and commentary on fashion's demand for perfection.

  Source
• 2022Filthy Rich

  International fashion media

  The Spring/Summer 2023 runway used choreographed falls to parody the fashion industry's fixation on money, status, and polished spectacle.

  Outcome. The presentation strengthened Avavav's reputation for viral, performance-driven runway concepts.

  Source

• 2025

  Launch the second Adidas Originals collectionProduct launch

  Background

  Following the first collaboration and its runway presentation, Avavav continued developing sportswear references through a more gothic and exaggerated design direction.

  Action taken

  The second collection introduced avant-garde hoodies, oversized puffer vests, ruched trousers, minimal shorts, and Moonrubber Megaride runners.

  Aftermath

  The collection extended the partnership's critique of conventional athletic performance and fashion-commercial polish.

  Source

• 2024

  Enter an Adidas Originals collaborationM&A

  Background

  Avavav sought to engage with sportswear while preserving its fashion-art and satire-led identity.

  Action taken

  The brand partnered with Adidas Originals and presented the relationship through the High Fashion, Low Performance concept.

  Aftermath

  The collaboration produced a second season in 2025 and increased the brand's visibility in international and Chinese fashion audiences.

  Source

• Unconfirmed

  AVAVAV creates four-toed footwear styles[2]AVAVAV推出四趾鞋款news24.com

  Florence-based firm AVAVAV created several limited-edition footwear styles featuring four toes, made from deadstock fabrics and silicone.

1. 1Avavaven.wikipedia.org
2. 2AVAVAV推出四趾鞋款news24.com