A revolutionary brand what ‘’hiding”; inside an ideal world may imply for my generation within which we can finally get rid of the monotony we recently suffered. Communicating something concrete through his/her creativity, being able to capture the attention through imagination. Accordingly, what caught our eye is the brand that was created in 2017 by the Swedish Linda and Adam Friberg, who established the headquarter in Florence. The brand concerned is‘’AVAVAV’’ with Beate Karlsson as creative director. We had the chance to interview Beate Karlsson who is the creative Director of AVAVAV.

Currently the artist/ fashion designer Beate Karlsson is the creative director of Avavav.Beate breaks the monotonous fashion trends and with AVAVAV she focuses on creative limitlessness and being kind to our planet, in fact AV is a 100% sustainable brand. One of the cornerstones of AV brand is the ability to reinvent themselves starting from the dead-stock, saving them from the final disposal operation.

BIANCA NICOLUCCI: I want to thank you both for your time and for the inspiration you gave us. Firstly, I’d like to discuss with you the importance of being able to express your own personality and diversity without being scared to take a risk especially during such harsh and uncertain times (I’ve read about how the wastes of AVAVAV’s new luxurious fabrics have been used with no consent)

BEATE KARLSSON: Hi Bianca, it’s a pleasure talking to you as well, thank you for your kind words. I completely agree – it feels as though we’ve been in a merry go around of trends from the 70s, 80s and 90s going on replay, shaping a monotonous industry. With AV I hope to break that tendency with creative limitlessness and being kind to our planet.

BIANCA NICOLUCCI: One of the cornerstones of your brand is the ability to reinvent yourself starting from the dead-stock, saving them from the final disposal operation. How many items are you actually able to produce by the offcuts you find?

BEATE KARLSSON: Yes we are mainly focusing on deadstock findings for our production. We usually are able to make between 7 to 30 pieces for each design from the leftover fabric we find.

BIANCA NICOLUCCI: ‘’Pure escapism”; is the title I wanted to give to this interview and your brand is currently the one that seems to be in tune whit such concept. It is a brand that is focused on the future, as stated in your presentation. On the contrary I would like to ask if by chance there has been an early inspiration used in the past for the development of the second collection?

BEATE KARLSSON: All of my collections and creative projects are born out of ideas that I try to mix or break to come with something interesting and hopefully new. The inspirations go back to when I was a child and everything I’ve experienced since, so I guess you could say that I’m inspired by both the past and the present.

BIANCA NICOLUCCI: Your strong point is that AVAVAV is a 100% sustainable brand, showing that it’s possible to combine innovation and ‘’sustainability’’; unfortunately, the latter it’s a new concept within the fashion world. Did you have any initial difficulties in following purely sustainable ethics?

BEATE KARLSSON: Oh absolutely. The industry is systemized in a way that makes it difficult to break though and adapt to sustainable processes while still being a beneficial business. We are constantly looking for new ways to grow while still considering the limitations of our planet.As of right now, deadstock, stock and recycled fabric together with local production is our method for keeping our sustainable integrity.