Trolling is that one subject we do not talk about enough, when it deserves all the attention – given the kind of impact that it can leave on people. For some reason, we have become a society that normalizes it. However, AVAVAV’s recent fall showcase served as an exhibit of this subject.
At the Milan show of the brand, audiences were offered buckets of trash and gloves to throw them at the models. So here, the audiences were participants for the show itself. Avava’s Director, Beate Karlsson did this with the intention to point at the online hate and get people talking about it. Other than that, she wanted to kick start the brand by being real.
Basically, the trash was the metaphor for the rejection and hate that artists get online. It felt like a refreshing take on the realities of social media. On top of that, it was something new for a fashion showcase. The fact that a brand tried to impart some social messaging in their work deserves acknowledgment.
This leaves us with something to think about.
