The Avavav FW24 runway show serves as a dark satire on what internet hate would look like if put into a physical space. In actuality, it doesn’t look much different than the medieval era when a walk of atonement and the stoning of witches were de rigueur. Only for this presentation, the models are acting symbols of self-respect, maintaining an unbroken expression as the audience throws garbage on them, staining their bodies and clothing. The show represents the energy that has defined the creative director Beate Karlsson’s making of the collection, which means abolishing whatever the world thinks of the young brand. Karlsson often sees her storytelling as cognitive behavioral therapy, and in this case, it’s been about keeping a sole focus on elevating the product and the Avavav look.

According to Karlsson, “While the internet is the future, we think it’s curious that internet-behavior is so primitive. This show puts the hate on the runway as a bizarre experiment, where verbal aggression is translated through vulgar actions.”

Avavav has gained worldwide recognition for its conceptual and humorous ideas, abilities to stir strong emotions and its pioneering silhouettes. Their loud approach and huge exposure has created strong opinions for the brand.

The collection has street influences, but with a goth, feminine punch. Some key looks include hooded button up shirts, styled with medieval, cross-shaped ties and tailored suits. Avavav presents some strong new silhouettes like their “shoulderless” hoodie, that carries a ghost-like appeal. Sculpted caps, resembling the shape of sporty cycling helmets and bottoms merging skirts and pants into an exciting new silhouette. The brand also presents its Avavav x Eastpak capsule collection for the first time during the show. Eastpak’s iconic Pakr is reimagined in a double backpack silhouette, next to “four fingered” mini bags and a multi Pakr bumbag.