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.
JSON.parse('[\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E1 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_torta_in_faccia_instag_827b5b638a\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_torta_in_faccia_instag_827b5b638a\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E2 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_3_ac798d1176\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_3_ac798d1176\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E3 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_7_cb83b0b748\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_7_cb83b0b748\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E4 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_5_432a9b4680\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_5_432a9b4680\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E5 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_6_32350f6f8c\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_6_32350f6f8c\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E6 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_f3c05f3409\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_f3c05f3409\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022,\u0022\\u003Cdiv class=\\u0022post-item p-2 position-relative\\u0022\\u003E\\u003Cdiv class=\\u0022slide-pagination bg-dark w-100\\u0022\\u003E7 \\\/ 7\\u003C\\\/div\\u003E\\u003Cdiv class=\\u0022w-100 bg-dark d-flex justify-content-center align-items-center gallery-slider pb-2\\u0022\\u003E\\u003Cfigure\\u003E\\u003Cpicture class=\\u0027picture-bg\\u0027\\u003E\\u003Csource media=\\u0022(min-width: 0px)\\u0022 srcset=\\u0022https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_2_e86cd296ea\\\/preview.webp 754w\\u0022 sizes=\\u0022100vw\\u0022 \\\/\\u003E\\u003Cimg loading=\\u0027lazy\\u0027 src=\\u0027https:\\\/\\\/www.milleunadonna.it\\\/media\\\/avavav_instag_2_e86cd296ea\\\/preview.webp\\u0027 alt=\\u0022Sfilata Avavav torta in faccia\\u0022 class=\\u0027figure-img\\u0027\\\/\\u003E\\u003C\\\/picture\\u003E\\u003C\\\/figure\\u003E\\u003C\\\/div\\u003E\\u003C\\\/div\\u003E\u0022]')
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.
