Milan-based Avavav led by designer Beate Karlsson presented a spring 2025 collection featuring an Adidas collaboration during Milan Fashion Week. Titled “Forza e Coraggio” (strength and courage), the presentation took place on a track in the heart of the city.
Reflecting Karlsson’slove a good laugh, models who wore shoes ranging from kitten heels to a Superfingers Superstar, jogged around the track often with hilarious results. In one instance, the model’s Adidas tracksuit was painted on.
“In this collection, we’re announcing a partnership with a global sports brand: it’s Adidas. We’ve been working with them for one-and-a-half years now very closely to bring the collection together, so that has definitely influenced [our “mood-board”],” Karlsson told Culted. “We’re definitely not a sports company, so I tried to find the irony in us trying to do sporty and athleticbecause we’re so not. It’s been super fun! [We’ve put] sports elements on the graphics on our clothing, like, there’s the number ‘13’ [on a lot of the collection], which is like an unlucky player number. We’re basically just trying to be funny.”
Avavav and Adidas Originals collaborative collection is slated to hit retail in November 2024.
