Avavav SS27 Chooses Restraint Over Runway Spectacle
For SS27, Avavav moved away from the viral stunts and provocative runway moments of recent seasons. Beate Skonare Karlsson focused on form, sculpture, and the garments themselves rather than building a new brand universe. The collection suggests that a quieter approach may be its own kind of statement.
Avavav’s SS27 collection marks a turn away from the label’s recent reliance on attention-grabbing stunts and provocative runway moments. Designer Beate Skonare Karlsson instead emphasized form, sculptural qualities, and the clothing itself, rather than constructing a new brand world. In fashion, where spectacle often drives conversation, this quieter direction suggests that restraint can serve as its own statement. The shift places the garments, not an expanded universe, at the center of the collection.
This move could affect fashion audiences, designers, and retailers who track runway trends. If a label known for spectacle prioritizes form and sculpture, it may encourage quieter design values and shift how attention is rewarded. Consumers might encounter less stunt-driven coverage, while industry professionals could reconsider what makes a collection memorable. The broader impact remains uncertain, since one season’s direction may not reshape culture on its own.