The dark side of social media, the realm of hate comments, and that profound sense of insecurity it inevitably carries: AVAVAV‘s FW24 is a denunciation of the obsession with impossible beauty standards that leave no space for our genuine personalities to express themselves. The right to be who you want to be surpasses any judgment.
AVAVAV FW24
Moodboard
Navigating blindly, attempting to conform when all one truly desires is to be free from norms, impositions, and judgments. AVAVAV’s models parade down a runway filled with garbage while the audience hurls more trash at them, a powerful metaphor for the hate comments that unfortunately populate social media. Thus, these urban and edgy souls must dodge the waste in an effort to preserve their identity, amidst oversized garments, fabric cuts, transparencies, shirts, and cozy sweaters. Defending oneself against social (and non-social) assaults is a real and contemporary daily challenge.
AVAVAV FW24
Our Favorite Looks
A collection that provokes, sends messages, and prompts reflection, all elements found in the various runway looks. Long dresses, oversized shirts, grunge ties, ripped stockings, knee-high boots, pleats, sweaters with raised cuts, and cut pants, with a palette ranging from black to gray, passing through delicate purple, green, and hints of red. A strong and alternative social and societal denunciation wants, and must, make itself heard.
AVAVAV FW24
Details
Strategic cuts, recurring “Filthy Rich” and “Hate” writings, sharp belts, oversized pants, naked dresses, baseball caps, intriguing footwear, and practical bags created in collaboration with Eastpack. Nothing is as it seems: isn’t this perhaps one of the significant problems arising from the uncontrolled use of social media?
AVAVAV FW24
Beauty
A makeup of denunciation that aims to emphasize the impossible and foolish desire to seek a standardized and unattainable beauty force that often causes both psychological and physical trauma. Michele Magnani, key makeup artist leading the MAC Cosmetics team, saw this as a challenge and an opportunity for experimentation to support this message: how? Through exaggerated lips, pronounced dark circles, patches on the nose, bruises, and even bloody tears. Among the key products, we find the Paintstick Palette from the Mac Pro line, used here for face painting bruises; many pencils, including Lip Pencil Stone, and MACximal Silky Matte Lipstick (on both eyes and lips). Hairstyles are messy, disregarding conventions and free. At least they are.
Photos by Luca Ortolani
Thanks to MAC Cosmetics
