“No Time to design, No Time to explain”
Written by Charlie Killen
Edited by Jessica Eagles
Recently, at London Fashion Week a brand called AVAVAV created an interesting show with a message about how bad fast fashion is. They had models not fully dressed or putting pieces on when walking down the runway. Some outfits had messages like ‘add back’, ‘add shape’ or ‘no time to design’. It was a simple idea that made quite an impact! My favourite outfit is the one where a model is tapped up in the shape of a maxi dress. It just stands out so much that fast fashion can’t even keep up with its own pace! It shows the reality that clothes aren’t made to the correct shape, size or even pieced together properly.
The makeup and hair was eye catching. It was wet hair strands stuck down the face for most of the models. Then the models with makeup had black, smudged, tear-like makeup running down their faces. It blended so well with the hair. It also shows how upsetting fast fashion can be. All the makeup had the same theme however you couldn’t see all of their faces. Lots of them had hats with eye holes or hoodies with drawstrings pulled tight around their faces.
Small details I also noticed were them correcting the brand’s name at the back of the runway at the start of the show; an extra ‘AV’ was taken down off of the wall. Someone of the models were pushed onto the runway by the producers. There were missing shoes and models not walking properly. Some of the female models didn’t have tops. I saw one that just had some tap across her chest and another one who just walked down covering them with her hands. The choreography was so well planned as it really made the show seem chaotic and unorganised. This Brand uses these tactics to make them go viral as viewers are drawn to their original and different presentation style.
AVAVAV also did an Autumn Winter 2023 show where all of the clothes fell off of the models as they walked down the runway and at the end of the show the back board drops so you can see the behind the scenes, where the producers, stylists and models were getting readyt. On their TikTok video of this (linked at the bottom) they caption it ‘Today we presented our AW23 collection, annoyingly everything broke </3
The AW23 collection 'Fake it til you break it' comments on the industry's seriousness around luxury and how it is being redefined, through a runway show where the products are falling apart.
@Beate Karlsson’. This explains how they are demonstrating how bad fast fashion is and how it isn’t made with proper quality as it’s so rushed.
This style of work is so fascinating and presented so well. You could watch it on repeat and notice a new clever message each time. The message behind their work is so important and eye opening. I personally didn’t realise how bad fast fashion was until I watched these fashion shows. If you haven’t seen the videos already you should definitely check them out. I’ve linked below the two I was talking about so you can see for yourselves!
https://vm.tiktok.com/ZGJvaEFqn/ ( No Time to Design)
https://vm.tiktok.com/ZGJvmdR2a/ (AW23 show)
