At this fashion show in Milan, everything went wrong

The vicarious embarrassment you feel when a model falls in the middle of the catwalk is truly cringeworthy, because you can only imagine how uncomfortable this must be for that person. I always find it funny how they just keep walking with such a straight face as if nothing is wrong. And that is exactly what happened at this fashion show in Milan: everything that could possibly go wrong actually went wrong.

@hahahallberg @AVAVAV Fashion Show #milanfashionweek #fail #fashionfail #fashionweek #funny #lol #fashion ♬ Benny Hill Theme – TV Themes

The Swedish creative designer Beate Karlsson of the brand AVAVAV (yes, try pronouncing that) is known for completely ruining her runway shows. Last year, she had her models intentionally trip over their own feet during a show, and this year she came up with the idea of having every piece of clothing fall apart. In the end, she did it once again, because during the show the heels of the boots fell off, the handles of bags broke, and clothing items tore apart; in short, it looked terrible. When Karlsson came on stage at the end of the show, the set behind her collapsed as well. People literally had to jump out of their seats to avoid the falling wall; quite dangerous actually.

Of course, you don't just do this as a designer, I assume, so I did some research. What turns out? There is a whole line of thought behind it. Beate recently stated in a press release that she finds the concept of embarrassment very interesting, and what is the most embarrassing thing for a big brand during a fashion show? Clothing that falls apart. I wonder if it really gives a good name to your brand, because when I saw it, I thought to myself: what on earth is going on here? I can't deny that it certainly attracts attention and that it will be talked about one way or another, because that is what every brand ultimately wants. Bad publicity is still publicity.

Source: hypebae.com
Image: Federico Pompei, Courtesy of AVAVAV