The AVAVAV FW23 collection called Fake It Till You Break It was recently showcased at Milan Fashion Week and it created a spectacle in the moment—and a social media frenzy afterwards—as models’ clothing was intentionally ripped off them as they walked. Creative director Beate Karlsson said "I’ve been asking myself; why is luxury so serious? Is it because we strive to be perfect? Could bad quality still be luxurious? The last collection was all about keeping up a fake projection of wealth and the personal failure of losing face when this illusion crashes."
For the Spring/Summer 2023 season, AVAVAV commented on the "superficiality of fashion" by having models falling over themselves. As always, the runways by Beate Karlsson are ones to watch.
Undone Luxury Fashion
AVAVAV FW23 Ripped Clothing Right Off of the Runway
Trend Themes
1. Undone Luxury Fashion - Designers can create collections that showcase the beauty of imperfection and deconstruction, and blur the line between luxury and authenticity.
2. Interactive Runway Shows - Fashion brands can take their runway shows to the next level by creating immersive experiences that incorporate technology and encourage audience participation.
3. Sustainable Fashion Disruption - The trend towards sustainable fashion can be further disrupted by incorporating the concept of undone luxury, and showcasing the beauty of upcycling and deconstruction.
Industry Implications
1. Fashion Industry - Fashion designers and brands can incorporate the concept of undone luxury into their collections, disrupting traditional notions of luxury and creating unique and authentic designs.
2. Event Industry - Event planners can work with fashion designers to create immersive and interactive runway shows that offer a new level of engagement for the audience.
3. Sustainable Fashion Industry - Sustainable fashion brands can incorporate the concept of undone luxury into their designs, disrupting the traditional notions of sustainable fashion and creating unique and authentic pieces that showcase the beauty of upcycling and deconstruction.