AVAVAV Presents a Sales Rack Satire for SS26
“Even in decline, vision can’t be marked down.”
Every single season, Beate Karlsson’s AVAVAV manages to come up with a unique new way to show us the latest collection. For Spring/Summer 2026, the brand is embracing the art of satire, with a new presentation titled “Soon on Sale.” Born from every designer’s biggest fear of “ending up on the sale rack,” the result is a tongue-in-cheek lookbook that features mannequin-like models posing amidst a chaotic backdrop of sales racks and markdowns.
Described in the press release as “A depressing backdrop for presenting brand new designs — and precisely the point,” the new visuals aim to represent the difficulties and challenges faced by emerging designers and brands in the tumultuous world we call the fashion industry.
“Recently, I’ve been thinking a lot about the paradox of being a ‘free creator’ in a system that constantly reminds you of its rules. Without even noticing, I’ve caught myself following them — investing in shows I can’t justify as a small independent brand, designing at a speed I don’t enjoy, watching pieces end up on sale before they’ve even hit the shelves. It’s almost funny, if it wasn’t so exhausting,” Karlsson explains in the release.
“I think many of us are stuck in that contradiction: wanting to create something authentic, while adjusting ourselves to fit into a framework that was built by big brands. This collection is my way of playing with that tension. By presenting new designs in a space that already looks discarded, I wanted to highlight how fragile value has become. It’s sad, but also a little ridiculous — and somewhere in that mix of exhaustion and humour is where I find myself right now,” the designer continues.
Outside of the lookbook’s concept, it showcases the brand’s new SS26 collection, fusing “drippy goth streetwear” and tailoring with playful slogans, glitzy embroidery and sculptural silhouettes. Footwear standouts include the new Luge Heel, crafted with a 22-cm spike, along with the new Moonrubber Cosmic Boot.
Take a look at the new visuals above.
In other fashion news, here’s the latest from Milan Fashion Week.
