AVAVAV

Founded in 2017, AVAVAV is a fashion brand based in Florence, Italy that aims to decrease the fashion waste problem in the fashion industry. The Italian brand, AVAVAV, that built itself on sustainability, seen during multiple Milan Fashion Weeks, has left an impression on the fashion industry. The brand has conveyed sustainable messages and demonstrates their stance on fashion and ethics through the fashion shows, rather than “claiming” it on their website. One of their latest shows in Milan has the clothes ripping off the models’ bodies. At the beginning of the show when the first item broke, it seemed surprising as luxury brands are known for their high quality products and appeared as “careless” by the brand. However as the show continued, it became increasingly obvious that the simple “mistake” was intentional and the products broke more drastically each time. Finally, the show ended with even the wall collapsing. Personally, this show has stood out since it gave the impression that the brand was criticising fast fashion and that itself communicated the values of the brand. “Unconventional” was the term that the brand AVAVAV had been labelled as by several articles. Typically within a fashion show, it is simply to present a new collection by a brand therefore the crowd has become accustomed to the simplicity. Nevertheless, AVAVAV continues to revolutionise that fashion beyond “just clothes”.