Every single season, Beate Karlsson’s AVAVAV manages to come up with a unique new way to show us the latest collection. For Spring/Summer 2026 , the brand is embracing the art of satire, with a new presentation titled “Soon on Sale.” Born from every designer’s biggest fear of “ending up on the sale rack,” the result is a tongue-in-cheek lookbook that features mannequin-like models posing amidst a chaotic backdrop of sales racks and markdowns.

Described in the press release as “A depressing backdrop for presenting brand new designs — and precisely the point,” the new visuals aim to represent the difficulties and challenges faced by emerging designers and brands in the tumultuous world we call the fashion industry.

“Recently, I’ve been thinking a lot about the paradox of being a ‘free

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