December 4, 2024
Written By
WESH Staff
This September, AVAVAV took the fashion world by storm with its highly anticipated collaboration with adidas at Milan Fashion Week. Known for its disruptive and tongue-in-cheek approach to high fashion, the Florence-based label, led by creative director Beate Karlsson, delivered a show that effortlessly merged avant-garde aesthetics with adidas’ sportswear heritage.
The runway buzzed with energy as models strutted down in exaggerated silhouettes, unexpected textures, and a dose of AVAVAV’s signature surrealism. Adidas' iconic branding—the trefoil logo and three stripes—was reimagined with bold irreverence, appearing as distorted prints, oversized embellishments, and exaggerated trims. Tracksuits became sculptures, sneakers transformed into wearable art, and outerwear seemed to defy gravity with its playful proportions.
One of the standout pieces was a pair of exaggerated, bulbous sneakers, fusing AVAVAV's penchant for humor with adidas' technical precision. Tracksuits were remixed with couture-like tailoring, and puffer jackets appeared to collapse and inflate in real-time—a nod to AVAVAV's exploration of imperfection.
Speaking backstage, Karlsson said, "This collection was about challenging the idea of perfection in both fashion and sports. We wanted to create something that felt a bit absurd but still wearable—something that brings joy."
The show’s theatricality was further heightened by its staging. Models playfully stumbled and exaggerated their movements, referencing AVAVAV's viral "disaster chic" aesthetic, while the soundtrack combined nostalgic adidas campaign jingles with pulsating electronic beats.
The collaboration signifies a bold step for both brands. For adidas, it cements its commitment to pushing creative boundaries in high fashion, while for AVAVAV, it expands its reach into the global sportswear market without compromising its subversive ethos.
Fashion insiders are already buzzing about the collection's commercial potential, particularly the footwear, which is expected to become a must-have for collectors and streetwear enthusiasts alike.
With this collaboration, AVAVAV and adidas have redefined the intersection of high fashion and sportswear, offering a cheeky yet thought-provoking commentary on functionality, status, and the ever-blurring lines between luxury and everyday wear.
