AVAVAV: The Fashion Label That’s Taking the World by Storm
Beate Karlsson, the mastermind behind AVAVAV, has been making waves in the fashion industry with her unique blend of humor and style. In previous seasons, her runway shows have featured models collapsing, clothes falling apart, and even the audience throwing trash at the designs. While some may question the brand’s tactics for attention, others can’t get enough of the viral moments that have become synonymous with AVAVAV.
But for Spring 2025, the label found a happy medium. In a sporty catwalk at Milan’s Forza e Corragio sports arena, AVAVAV poked fun at the world’s obsession with the Olympics by challenging models to break the 100-meter world record. Spoiler alert: most of them gave up, some took phone calls, and one even vomited. But amidst the chaos, the brand also debuted a collaboration with adidas Originals that was both real and well-designed.
According to Karlsson, partnering with the sportswear giant was a dream come true. “Especially since AVAVAV is still such a baby compared to adidas, which comes with so much legacy and history,” she said. “It’s pretty wild that we can paint on a garment, and everyone immediately recognizes it as adidas. That’s something you can only achieve as a global player like them.”
The AVAVAVification of adidas Originals was full of experiments, illusions, and breakthroughs. Trench jackets were cut short, puffer jackets were oversized, and form-fitting tops were avant-garde enough for a Berlin club. Some models even played tricks on the eye, wearing adidas track jackets that were actually just painted directly on their bodies. And of course, the brand’s signature four fingers motif was incorporated into the iconic Superstar sneaker and other pieces.
While AVAVAV’s fashion brigade may not have broken any track-and-field records, they certainly made a statement with their fun-filled identity and fashion innovation. Check out the Spring/Summer 2025 collection in the gallery above and stay tuned to Hypebeast for more coverage of Milan Fashion Week.
