Have you ever experienced the inspiring power of creativity? Beate Karlsson, the creative director of Avavav, is a designer from Stockholm who harnesses this power through her work. Her creations and fashion shows become the talk of the fashion week every season. Through her designs, she skillfully expresses and presents the unbearable and painful emotions often hidden in life with delicacy and humour. Her work is a reflection of everything she sees and experiences. Karlsson’s “don’t take yourself too seriously” attitude is her way of understanding fashion and the era she lives in, offering a way for herself and others to experience happiness.
What are your sources of inspiration? Why did you choose the theme “No time to design, No time to explain” for your Spring/Summer 2024 collection?
My inspiration comes from everything I see and experience, and it’s usually driven by an emotion that defines my current state at the time. I also like studying the time that we live in. For example, our latest collection “No time to design, No time to explain” is based on the stress and time constraints I experienced over the past year.
What is the most challenging and disturbing aspect of being a designer?
Production and limited time.
How do you feel about fashion? What do you like and dislike about it?
I have mixed feelings. I love working in fashion and trying to elevate what it can or should be. I hate the stress of it though. It is one of the most fast-paced creative processes if you follow its seasonal calendar. But I can’t complain. I love my job and I wouldn’t want it any other way.
The way you showcased your collection was very interesting, especially the models’ runway walks. What message did you want to convey with this approach?
There is usually some darkness in the themes we’re investigating and humour allows for an easier and more fun approach to these topics. So humour is a tool for us to process challenges while helping us stay grounded and not take ourselves too seriously.
Love yourself, no matter how hard it can be.
Beate Karlsson
Why did you choose to interpret your collection through humour? What did you represent to you?
The runway shows are a way for us to present the story behind the collection and elevate the message we hope to deliver with the designs.
How do you think fashion connects with people in the real world?
Everyone wears clothes. Fabric is the first thing we’re wrapped in once we’re born. It is our protective layer as animals. But I can imagine why many people have difficulty understanding or respecting fashion as an art form. I guess it can seem shallow or even unnecessary. I think clothes has the ability to make people feel very strong emotions, especially because of their contact with the body. I’m not sure if I understood the question correctly though haha!
How do you prepare for each new season?
It’s different every time, but I usually develop an internal library of thoughts and visions that I use to kickstart a new collection.
What do you find the design process brings to you?
It brings a sense of thrill and happiness that can almost feel therapeutic.
What else brings you joy?
My life partner, who is also my partner at Avavav. My family, friends, cat, and internet memes. I am happy when the people I respect and love succeed and when cruel people fail. I find happiness in watching movies, going on vacations, the moment after finishing a runway show, eating delicious food, and many more!
What does “Self-Love” mean to you?
Love yourself, no matter how hard it can be.
Translated by Hala Kassem
Editor
Fung Hiu KwanCredit
Lead Photo: Vogue Hong Kong
