AVAVAV and adidas Give "Runway" a New Meaning for SS25
Welcome to Sprint Summer 2025.
AVAVAV‘s fashion week showcases are always one to watch. From parading half-dressed models down the runway to encouraging the audience to throw online haters in the trash, each show offers a unique commentary on the state of the industry while masquerading as a viral moment that you can’t help but celebrate. Its Spring/Summer 2025 showcase at Milan Fashion Week was no different, this time exploring fashion’s relationship with sports.
Set inside Milan’s Forza e Coraggio sports arena, the SS25 showcase merged runway show with track race, as models weakly attempted to break the world record in short-distance running. With some of the cast giving up after a few mere meters, other models spent time chatting on their phones or cursing the event organizers.
Elsewhere, this season’s showcase saw the debut of AVAVAV’s new collaboration with adidas Originals, a “long-time dream” of creative director Beate Karlsson. “I’m honored and beyond happy to have the opportunity to play around with their incredibly strong DNA—it’s so much fun! Especially since Avavav is still such a baby compared to adidas, which comes with so much legacy and history. From the beginning of our partnership, I was encouraged to ‘make fun’ of adidas. There’s so much irony in how seriously we take both sports and fashion, and exploring that while maintaining a serious attitude has been incredibly fun,” she explains.
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Read on for Hypebae’s review of AVAVAV SS25.
WHERE: The collection showcase was held in Milan’s Forza E Coraggio “Strength and Courage” Sports Center, also the name of the collection. Taking place on a massive track and field venue, the showcase saw AVAVAV’s models “run” down the track.
WHO: It-girl of the moment, chef and model Gabbriette was one of the biggest names in attendance at the brand’s showcase, sporting the new collaboration with adidas Originals.
SEE: In an almost Balenciaga-like fashion, this season’s collection favored shrunken hoodies, oversized, long-line tees and waterfall pants. Elsewhere, SS25 presented 4-toed boots, tabi-style mittens and upcycled superstar “Larva” bags. Arriving in a strong color palette of black, white and red, the collection offered a range of sports-inspired silhouettes, merged with gothic architectural references that transformed into black and white veils, bandaged two-pieces and head-dresses.
HEAR: 21 Savage’s “Redrum” soundtracked the runway show, transforming into a techno anthem loved by sports fans everywhere: “Sandstorm.”
TOUCH: Velvet jackets, translucent tulle veils and distressed denim dominated this season’s textures, paired with a focus on second-skin fabrics and using the body as a canvas. This season, one model appeared “dressed” in an optical illusion adidas track jacket, painted directly onto her body.
TASTE: Ultimately, AVAVAV SS25 says: the weirder the better. Monster-inspired shapes and proportions are here to stay.
