{"id":1058235,"date":"2025-10-10T13:05:25","date_gmt":"2025-10-10T13:05:25","guid":{"rendered":"https:\/\/dimensionturistica.com\/es\/?p=1058235"},"modified":"2025-10-10T13:08:24","modified_gmt":"2025-10-10T13:08:24","slug":"soon-on-sale-new-avavav-collection","status":"publish","type":"post","link":"https:\/\/dimensionturistica.com\/es\/soon-on-sale-new-avavav-collection\/","title":{"rendered":"\u201cSoon on Sale\u201d – new Avavav collection"},"content":{"rendered":"\n

Satire on Consumerism and Creativity\u2019s<\/strong> Collapse into Commerce<\/strong><\/p>\n\n\n\n

MILAN, September 2025<\/strong> \u2013 For Spring\/Summer 2026, Avavav<\/strong> presents its new collection in an unusual setting \u2014 not where fashion is born, but where it struggles to survive: the outlet store<\/strong>, fashion\u2019s ICU.<\/p>\n\n\n\n

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In a conceptual lookbook and short film, mannequin-like models stand stiffly while crowds of shoppers rush around them, grabbing clothes covered in sale tags. It\u2019s a bleak backdrop for new designs \u2014 and that\u2019s exactly the point. The show, titled \u201cSoon on Sale,\u201d<\/strong> is a satire about a designer\u2019s biggest fear: ending up on the sale rack. The irony is clear \u2014 discounts are seen as failure, yet the fashion system relies on them. Even selling just 55% of items at full price is considered good.<\/p>\n\n\n\n

Designers are forced to create nonstop, speeding up the fashion cycle until creativity is drained away. For small independent brands, this pressure is not only unsustainable \u2014 it\u2019s harmful. It wastes resources, cheapens the work, and leaves little space for true creativity. The SS26 collection<\/strong> takes Avavav\u2019s signature mix of drippy goth streetwear and experimental tailoring and pushes it further \u2014 reflecting the constant demand for \u201csomething new.\u201d One mannequin-like model wears a bright red sequin dress that perfectly shapes the body \u2014 until you see the bold print on the back: \u201c80% SALE.\u201d<\/strong> The message is sharp and ironic \u2014 beauty immediately undercut by devaluation.<\/p>\n\n\n\n

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A grey hoodie dress<\/strong> combines casual and sculptural elements, with puffed short sleeves and a circular skirt that create an odd but eye-catching shape. Avavav\u2019s famous smocked pants<\/strong> return in exaggerated form, pooling on the floor like a puddle. Faux-fur accessories \u2014 from top hats to fox tails \u2014 bring quirky retro flair to modern streetwear looks.<\/p>\n\n\n\n

Creative Director Beate Skonare Karlsson reflects: \u201cRecently I\u2019ve been thinking a lot about the paradox of being a \u2018free creator\u2019 in a system that constantly reminds you of its rules. Without even noticing, I\u2019ve caught myself following them \u2014 investing in shows I can\u2019t justify as a small independent brand, designing at a speed I don\u2019t enjoy, watching pieces end up on sale before they\u2019ve even hit the shelves. It\u2019s almost funny, if it wasn\u2019t so exhausting. I think many of us are stuck in that contradiction: wanting to create something authentic, while adjusting ourselves to fit into a framework that was built by big brands. This collection is my way of playing with that tension. By presenting new designs in a space that already looks discarded, I wanted to highlight how fragile value has become. It\u2019s sad, but also a little ridiculous \u2014 and somewhere in that mix of exhaustion and humour is where I find myself right now.\u201d<\/em> <\/p>\n\n\n\n

First shown in SS25, the rib-cage motif<\/strong> now becomes a clear brand signature. It appears everywhere \u2014 sprayed onto crochet, cut into hoodies, patched on shirts, and slashed across a skeletal maxi dress. It\u2019s not new this season \u2014 and that\u2019s the point. Footwear turns surreal: the Luge heel<\/strong> takes inspiration from high-speed sports gear but exaggerates it into a 22-centimeter spike \u2014 more parody than performance. The Moonrubber<\/strong> shoes evolve into cosmic boots that look ready for a walk on the Milky Way. With SS26<\/strong>, Avavav exposes the absurd cycle of fearing the sale rack while depending on it \u2014 and the damage that mindset does to creativity. It\u2019s also why the brand skipped a runway show this season: endless spectacle can\u2019t coexist with genuine artistic integrity.<\/p>\n\n\n\n

The result is both sad and funny, serious yet playful \u2014 but most of all, honest. Set in fashion\u2019s ICU, Avavav presents something truly alive: a refusal to burn out, and a reminder that even when the system is failing, vision can never be discounted.<\/strong><\/p>\n\n\n\n