La provocazione aveva uno scopo sociale ma l’esito è stato, per la prima volta, quello di una passerella colma di spazzatura con modelle e modelli bersaglio di rifiuti di ogni genere. Nell’ultimo giorno della Milano Fashion Week, è successo di tutto alla sfilata di Avavav, marchio svedese che ha presentato la collezione Autunno/Inverno 2024 in modo alquanto singolare.
Lo sfogo del pubblico
Agli ospiti sono stati infatti distribuiti guanti in lattice e contenitori pieni d’immondizia con l’invito a lanciarli contro le modelle e i modelli in passerella. C’era d’aspettarsi che in tanti non raccogliessero il suggerimento e invece, il pubblico si è scatenato in un liberatorio tripudio di lanci di rifiuti di ogni genere colpendo le indossatrici sul corpo e sul viso.
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Metafora dell’odio social
L’invito al lancio del pattume non era però di una trovata fine a se stessa: rappresentava la scelta della direttrice creativa Beate Karlsson di porre l'attenzione sulla violenza dell’odio diffuso ogni giorno sui social network. E infatti durante il volo dei rifiuti e l’atterraggio sui corpi delle modelle, sui display della sala venivano proiettati alcuni commenti realmente postati in rete contro il brand. Il finale, su una passerella ormai colma di rifiuti, è stato l’apoteosi: alla stilista, uscita come da prassi a salutare il pubblico, è stata lanciata una torta in faccia.
