Avavav’s Spring Summer 2025 runway show at Milan Fashion Week turned the traditional fashion spectacle upside down. Set in the Forza e Coraggio sports arena, the show blurred the lines between fashion and sports, humorously presented as a world record attempt in short-distance running.
SPRING SUMMER 2025
The result? Pure chaos. Models stumbled down the runway, giving up after mere meters, power-walking, or chatting on their phones. One model even vomited after an ambitious sprint, perfectly embodying Avavav’s rebellious spirit.
Creative Director Beate Karlsson capitalized on the world’s obsession with sports, crafting a show that was equal parts hilarious and disruptive. While the scene was far from the poised elegance typical of fashion week, it was a fitting representation of Avavav’s ethos—challenging conventions and adding humor to high fashion.
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The runway was also the stage for Avavav’s much-anticipated collaboration with adidas Originals, a partnership Karlsson had long envisioned. The collection featured bold, goth-infused streetwear, including Avavav’s signature wide-leg pants with pleated details, black veils draped over models, and headwear that reimagined classic 90s berets with an athletic twist. Avavav’s iconic four-finger footwear made a statement, with special editions showcasing adidas’ Three Stripes along the sides.
This wasn’t just a tribute to adidas’ sports legacy; it was a bold reinterpretation of it. Avavav transformed classic adidas pieces, like the Superstar sneaker, into avant-garde designs with playful details like shell toe attachments featuring the four-finger motif. Accessories took on an almost surreal quality, including finger-cutout hats and three-fingered football gloves, while adidas’ airliner bags were reworked into sculptural forms.
Avavav’s SS25 collection playfully questioned the seriousness of both fashion and sport, inviting audiences to laugh and enjoy the chaos. By flipping expectations on their head, Avavav once again delivered a show that was as thought-provoking as it was entertaining, cementing its place as a brand that refuses to take itself—or the fashion world—too seriously.
