Avavav flipped the runway
we made it drinkable
Avavav and Oatly come together at Milan Fashion Week for Avavav’s A/W 2026 show, to blur the lines between fashion, performance and flavour. The show ran in reverse: guests were observed; models became spectators. It was fashion as performance rather than presentation — playing with exposure, perspective and power. Our part? Take those ideas and pour them into the glass.
Avavav’s reversed format reframed who gets seen and who does the seeing. Inside that world, we didn’t just show up with trays; we translated silhouettes into sips so the concept travelled from fabric to flavour.
A shared language
of culture and experimentation
Avavav’s reversed format reframed who gets seen and who does the seeing. Inside that world, we didn’t just show up with trays; we translated silhouettes into sips so the concept travelled from fabric to flavour.
“For me, fashion is about creating worlds — not just clothes. This format let us work with contrast — observation vs exposure, depth vs entertainment — while responding to an industry still shaped by a male gaze. Working with Oatly felt natural because they don’t just make oat drinks, they build culture. The drinks became an extension of the collection — playful, strange, thoughtful and very Avavav”
– Beate Karlsson, Creative Director at Avavav.
The creative exchange reflects a shared belief in expression without boundaries. Both Swedish-born brands are known for challenging convention in their respective industries, Avavav through radical runway performances, and Oatly through culture-shaping brand storytelling and plant-based innovation.
From silhouettes
to sips
Together with Beate, our team developed three signature serves inspired by materials, textures and themes in the collection. The brief was simple: keep it conceptual, integrated and, obviously, delicious.
“We wanted to support Avavav in a way that felt meaningful and fully inside the performance. It wasn’t about pouring drinks; it was about building something unexpected together”
– Rowena Roos, Head of FADE at Oatly.
The three signature drinks
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NEW FASHIONED
A clarified bourbon oat drink that reframes a timeless classic through a plant‑based, fashion‑forward lens. (Contains alcohol; adults only where applicable.)
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Lace Bottoms Up
A non‑alcoholic serve in a cocoa‑butter‑laced glass, nodding to fragility, texture and contrast.
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Jell-Oat Shot
A playful oat‑based jelly shot with Oat Drink Matcha, apple and herbs. Somewhere between drink, dessert and design object.
Why this matters
(beyond one night in Milan)
This collaboration is part of our ongoing experiment to stretch oat‑based creativity beyond the usual drinks menu — into culture, design and the places where ideas collide.
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Want more taste‑bending ideas? Check out our Look book.