AVAVAV’s Spring/Summer 2025 collection, presented in Milan on September 22nd, took place in a stadium, transforming the athletic space into an unconventional runway. Upon arriving, guests were handed bibs with seat numbers, and the stadium seats were adorned with Swedish sports drink Vitargo and energy bars. It was almost as if the audience was about to participate in a race, but thankfully, that wasn’t the case.
At the heart of AVAVAV’s unique show presentation is the creative director, Bea Åkerlund, and her partner, Swedish comedian, actor, and filmmaker, Daniel Hallberg. For this season, Hallberg, dressed in a suit, took to the field and announced, “Today, I’m going to break the world record in the 100-meter dash!” As he spoke, the first model, sporting the first look, took off in a running stance, signaling the beginning of a truly unique runway experience.
This season, the track within the stadium became the “running” runway. The first look featured a model wearing a tight-fitting hoodie with Adidas Originals’ iconic three stripes, carrying a Wネーム logo-emblazoned handbag, running down the track. AVAVAV’s signature flare pants were incorporated, alongside four-finger shoes and bags that featured the Adidas Originals three stripes. Even the iconic Superstar sneakers received a playful twist with a four-finger attachment on the shell.
But the models didn’t just run; some gave up mid-race and started walking, others made calls while running, and one even vomited on the track – all contributing to AVAVAV’s signature surreal humor, bringing laughter to the audience.
Towards the end of the show, a darker, horror-inspired aesthetic emerged. There were parkas and pants with skeletal cutouts, shirts with the “unlucky” number 13, and a bride in a blood-stained bandage-like top.
The final look was a trompe l’oeil, making it seem as if the model was wearing an Adidas Originals jacket, but in reality, it was painted directly onto their body. This playful twist, a hallmark of AVAVAV’s design philosophy, was a perfect ending to the collection.
Bea Åkerlund, the creative director, explained, “From the very beginning of our partnership, we were encouraged to approach Adidas in a funny and playful way. There’s a lot of irony in taking both sports and fashion seriously, and it’s been incredibly enjoyable to play within that space while maintaining a genuine approach.”
The Adidas Originals collaboration will be available online and at select stores starting in November.
