AVAVAV exposes fashion’s fragile value system with saratical sale rack | AVAVAV Spring 2026 – Milan Fashion Week

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by brownfashionagal

Avavav has built its reputation on satire and spectacle, so this season’s Soon on Sale presentation felt surprisingly toned down. Set against the backdrop of an outlet store with mannequins posing as models and everything marked 80% off, Beate Karlsson leaned into fashion’s harshest truth: the industry’s obsession with sales racks and the pressure it places on designers. The concept was clever—sad, funny, and sharp in its commentary—but the clothes themselves didn’t quite land with the same punch.

That’s not to say there weren’t good ideas here. The detailing stood out when you looked closely: crushed velvet masquerading as denim, boned hoodies shaped like uptown cocktail dresses, miniskirts edged in lace, and Karlsson’s signature ribcage motifs sprayed across pieces. Even terrycloth got the Avavav treatment, turned into tailored separates and sculptural dresses. Accessories, as always, pushed the absurdist edge, with spiked Luge heels and cosmic Moonrubber boots carrying the brand’s DNA.

The clothes felt more restrained this time, the collection leaned safer than expected. Maybe that’s Karlsson recalibrating, moving away from the grind of big shows and chasing virality.