After spending a good part of the year rotting in their rooms, who is afraid of a return to life, to society and discover how drastically things have changed? I wouldn’t be surprised if I meet a zombie or someone with three heads or three arms tomorrow. It was all so paradoxical … ghost towns, deserted streets, curfews, people who avoid you as if you had leprosy, it was like being in a film that was a bit fantasy, a bit action and a bit thriller. With this in mind, the AVAVAV brand has imagined a look suitable for this apprehensive return to socialization, revealing a fairly wild future.
Under the artistic direction of Beate Karlsson, the emerging label has captured attention with its boots that look, to say the least, “monstrous”. The “Bloody Feet”, as they are called, are anatomically incorrect due to those overly extended toes, going well beyond the point where a normal foot would be positioned inside. Equipped with a small zipper, they sometimes stretch up to the hip with an almost frayed opening, as if they had been torn off by a monster or even a centenary dinosaur. Proposed in shades of vivid green, blood red, metallic purple, black and faded blue, the extravagant and surreal aesthetic has managed to amass a cult following online. And then the question arises spontaneously: who is AVAVAV?
They fall in love with each other, then both have love at first sight for Italy, to the point of leaving their country of origin: Sweden, to raise their children in the Bel Paese. This time it is not a film but the love story of the duo Linda and Adam Friberg that in 2017 they founded AVAVAV. The brand has its roots in Florence and combines Scandinavian minimalism with sartorial quality. Taking advantage of the mastery of Italian artisans and the experience of local factories, it offers a harmonious combination that sees on the one hand the clean and easy-to-wear design and on the other the elegant quality of Made in Italy.
So a perfect style for a fashion queen who knows how to mix taffeta and sneakers with ease. But what most characterizes AVAVAV is ethics and attention to the environment. Each collection is sold online and produced in small quantities, through the use of leftover scraps from nearby fashion houses, “deadstock luxury fabrics”. A completely sustainable operating philosophy.
After spending so much time escaping the confines of our homes through video games, books and Netflix, returning to the normal world with a sober look, in jeans and a nice top, would be a real shame. Unless, the jeans and the top are not combined with these boots, in that case we would demonstrate how we have been able to use these months of closure to reinvent ourselves. In fact, let’s get out of the primordial soup from which we entered, and let’s dive into superhuman realities and realms.
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