AVAVAV SS25
AVAVAV’s SS25 show, in collaboration with Adidas Originals, delivered a captivating and thought-provoking take on athleisure, using satire to blend functionality and absurdity. Known for their theatrical, boundary-pushing approach to fashion, AVAVAV continued to challenge conventions, this time reimagining what athletic-inspired fashion could look like when taken to its extremes.
Given this summer's obsession with grand sporting events, the collaboration with Adidas Original merges avant-garde design with one of the most iconic sportswear brands in the world. It highlighted just how far athleisure has evolved from its original focus on comfort and practicality. AVAVAV cleverly played with this idea, showing how the trend can easily drift into the realm of the exaggerated and impractical when pushed too far.
Set in Milan’s historic Forza e Coraggio, the runway was transformed into a sprinting track, with models running down in outfits that ranged from sleek, athletic pieces to dramatically exaggerated designs that bordered on the theatrical. Some looks blended Gothic streetwear with sportswear, adding an edge to the show’s playful critique of athleisure. The crowd, seated like spectators at a sporting event, heightened the atmosphere, creating a unique fusion of fashion and performance.
A standout piece that quickly went viral was a painted Adidas jacket with bold red stripes, perfectly capturing AVAVAV’s ability to create visually arresting, conversation-starting looks. The show’s blend of high-fashion satire and streetwear was a reminder of how fluid modern fashion can be, continuously evolving and pushing the boundaries of what’s considered wearable.
More than just a visual spectacle, the performance mirrored the competitive, cutthroat nature of both the sports and fashion industries, where standing out is essential for survival. AVAVAV has often used its shows to critique the pressures within the fashion world, and this season was no exception. The fast-paced, performance-driven presentation felt like a commentary on the relentless need to stay memorable in both arenas.
While the performance aspect of the show might overshadow the garments themselves, it undeniably reinforced AVAVAV's reputation for creating shows that challenge and engage. The SS25 collection may be remembered more for the spectacle than the individual pieces, but in doing so, AVAVAV continues to cement its position as one of fashion’s most daring and thought-provoking brands.
words ELLIS DOWLE
Creative director - @beate.karlsson
Film director - @danielhallberg
Production partner & set design - @urbanproductionevents
Video - @videogang_
Photo - @riccardo_giancola @tiziano.ercoli
Casting - @lydia.tesfay @selmadeumic
Product collaboration partner - @adidasoriginals #adidasOriginalsAvavav
Make up - Michele Magnani Global Senior Artist @maccosmeticsitalia
Hair - @wellaprofessionals_italia Technical sponsor & Official Beauty partner of Camera della Moda #WellaMFW
Assistant to creative director - @jennifevu
2nd assistant to creative director - @fridamichaelsen
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