At Milan Fashion Week Spring/Summer 2024, AVAVAV's backstage reveal showcased the brand's signature rebellious and subversive aesthetic. Models armed with radical makeup and styling stood before the camera, seemingly rejecting the traditional grammar of luxury fashion.
Since its founding, AVAVAV has rapidly gained attention by infusing its work with cynicism and humor toward the existing fashion system. The SS24 collection backstage embodied that same attitude. Wet-look hairstyling, bold color blocking, and garments emblazoned with graphic slogans delivered the designer's message with unflinching directness.
Particularly striking were the makeup and hair treatments that obscured or transformed the models' faces. This approach suggests that fashion shows can transcend merely displaying clothing, becoming arenas for experimenting with identity and expression. Once again, AVAVAV delivered Milan's most provocative voice this season.
Since its founding, AVAVAV has rapidly gained attention by infusing its work with cynicism and humor toward the existing fashion system. The SS24 collection backstage embodied that same attitude. Wet-look hairstyling, bold color blocking, and garments emblazoned with graphic slogans delivered the designer's message with unflinching directness.
Particularly striking were the makeup and hair treatments that obscured or transformed the models' faces. This approach suggests that fashion shows can transcend merely displaying clothing, becoming arenas for experimenting with identity and expression. Once again, AVAVAV delivered Milan's most provocative voice this season.
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