From wardrobe malfunctions on the runway to food scraps being thrown at models, it’s clear that Avavav’s creative director, Beate Karlsson, is not afraid of spectacle. 

The Stockholm-born designer first gained fashion world recognition with her wearable replica of Kim Kardashian's butt, but now it's her elaborate shows that garner viral attention. Avavav was formed in 2021, and ​Karlsson has injected humor into the brand despite the often-serious nature of the fashion industry. Most notably, at Avavav's Fall/Winter 2024 show during Milan Fashion Week, attendees were encouraged to throw trash at the models, a tangible experience to symbolize the online spite directed at the brand.

As Karlsson prepares to unveil her latest collection this weekend in Milan, anticipation builds for another viral show. CULTURED rang up Karlsson for her thoughts on MFW and tips for navigating the chaos that comes with it.

CULTURED: What’s the mood this season?

Beate Karlsson: It’s silly season.

CULTURED: What’s the first thing you’re going to do after the show?

Karlsson: Have a drink and celebrate with the team and friends of Avavav.

CULTURED: Where are you going after to eat/celebrate?

Karlsson: We’ll most like go to Bar Basso for drinks and then for dinner Giacomo, then later Q Club for our after party.

CULTURED: One thing you can’t survive fashion week without?

Karlsson: The Avavav team, and coffee.

CULTURED: What’s the app you use the most during fashion week?

Karlsson: Probably WhatsApp.

CULTURED: What’s your uniform during fashion week?

Karlsson: T-shirt with jeans or sweatpant.

CULTURED: What’s your fashion week guilty pleasure?

Karlsson: Lots of wine and pizza and pasta, don’t feel guilty tho.

CULTURED: What’s the biggest misconception about fashion week?

Karlsson: That it’s glamorous.

CULTURED: Biggest fashion week no-no?

Karlsson: Attending alone.

CULTURED: Best advice you’ve ever gotten from a fellow designer for surviving the week?

Karlsson: Moving to men’s fashion week.