This weekend, Creative Director Beate Karlsson showcased her Spring 2025 runway collection for Avavav during Milan Fashion Week. Staged on a Milan running track in the heart of the city, the collection titled Forza e Coraggio which translates to “Strength and Courage”. The collection blends the label’s signature humor and edgy aesthetics with and featured a collaboration with Adidas Orignals.
In an interview with Culted, Karlsson elaborated on the creative process behind the collaboration and says, “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”]. We’re definitely not a sports company, so I tried to find the irony in us trying to do ‘sporty’ and ‘athletic,’ because 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.”
Karlsson’s playful approach adds another layer of irony to Avavav’s avant-garde design ethos, using the iconic appeal of the Three Stripes as a design element to create a capsule that will be sure to please. The Avavav x Adidas Originals collaboration is slated to hit retail in November 2024.