AVAVAV SS26 — Soon on Sale

March 18, 2026

When Fashion Becomes Its Own Satire

瑞典時裝品牌 AVAVAV 向來擅長以幽默與諷刺解構時尚體系。在創意總監 Beate Karlsson 的帶領下，品牌透過戲劇化的視覺語言與誇張輪廓，持續挑戰時尚產業對價值與成功的既定想像。

在 SS26 系列《Soon on Sale》中，Karlsson 將焦點放在設計師最不願面對的情境——自己的作品最終出現在折扣架上。Lookbook 以類似 outlet 賣場的場景為背景，將新系列置於彷彿已被淘汰的環境之中，帶出一種既荒謬又真實的矛盾感。

AVAVAV 將 outlet 比喻為「時尚產業的 ICU」，那些未能在正價市場生存的作品被送往此處維持最後的價值。這個設定直接指向當代時尚體系的核心問題：在高速的系列更新與市場壓力下，即使是成功的系列，正價售罄率也往往只需達到一半。

設計上，SS26 延續 AVAVAV 標誌性的 drippy goth streetwear 美學——扭曲比例、實驗性結構與帶有戲劇張力的輪廓語言。幽默依然是品牌最重要的工具，但在笑聲之下，是對時尚產業過度生產與價值脆弱性的深刻反思。

對 AVAVAV 而言，時尚從來不只是服裝，而是一種關於體系、文化與創造力的提問。

AVAVAV SS26 — Soon on Sale

Swedish label AVAVAV has built its identity on satire. Under the direction of creative director Beate Karlsson, the brand consistently challenges the conventions of the fashion system through theatrical storytelling, exaggerated silhouettes, and a sharp sense of irony.

For SS26, titled Soon on Sale, Karlsson confronts one of fashion’s most uncomfortable truths: the inevitable journey of many collections from runway to discount rack. Set in an outlet-like environment, the lookbook presents new garments as if they have already been discarded — blurring the line between luxury value and retail reality.

In the brand’s own words, outlet stores function as fashion’s “ICU”, where collections go to survive on life support after failing to sell at full price. The concept highlights the industry’s relentless cycle of production, where designers are pushed to create season after season while even a 55% full-price sell-through is considered success.

Visually, the collection continues AVAVAV’s signature drippy goth streetwear aesthetic — distorted proportions, experimental structures, and a deliberately offbeat attitude. Humour remains central, yet beneath the satire lies a pointed reflection on fashion’s fragile value system.