Avavav Turns the Runway Inside Out - and Oatly Pours it Forward
MWN-AI** Summary
At Milan Fashion Week on March 1, 2026, Avavav showcased its Autumn/Winter 2026 collection in a groundbreaking "inside-out" runway format, where attendees became the observed while models assumed the role of spectators. This innovative concept, designed to challenge traditional fashion presentations, highlighted the themes of exposure and perspective, and aimed to reshape the dynamics of visibility in the industry, particularly in challenging the enduring male gaze that influences womenswear.
Partnering with Oatly, a leader in oat drinks, Avavav's show transformed the essence of fashion into a multi-sensory experience, directly connecting the visual elements of the collection with unique beverages. Oatly crafted three signature drinks inspired by the garments’ materials and themes: the "New Fashioned," a plant-based take on a classic bourbon drink; "Lace Bottoms Up," a non-alcoholic creation served in cocoa butter–laced glass; and the whimsical "Jell-OAT Shot," merging Oatly Matcha with playful textures.
Beate Karlsson, Creative Director of Avavav, emphasized the importance of collaboration with Oatly, celebrating their shared ethos of creativity and cultural engagement. The collaboration reflects a collective vision of breaking down industry boundaries and elevating the conversation across fashion and food culture. Oatly’s engagement in the event underscored its evolution beyond beverage production to a more immersive brand presence that intertwines food design with fashion storytelling.
Both brands, rooted in Swedish innovation, challenge conventions and reimagine their respective fields, using creativity as a conduit for broader cultural dialogues. The Milan show not only exemplified Avavav's commitment to performance but also positioned Oatly as a cultural architect, blending flavor, style, and experience into a cohesive celebration.
MWN-AI** Analysis
The collaboration between Avavav and Oatly during Milan Fashion Week presents a compelling intersection of fashion and lifestyle branding that investors should closely analyze. Both companies embody a radical approach to their industries, focusing on innovation, community, and cultural impact, which can be instrumental in capitalizing on emerging consumer trends.
Avavav's unique reversed runway concept challenges traditional norms of fashion presentation, shifting focus to audience engagement and experiential design. This form of radical expression may resonate well with Gen Z and millennial consumers who prioritize brand experiences over mere products. As they seek authenticity and narrative-driven marketing, brands that align their values with social consciousness—like Avavav—are likely to benefit from heightened consumer loyalty and brand equity.
Oatly's involvement signifies a strategic move beyond just food and beverage, immersing itself in the cultural zeitgeist. By crafting signature drinks inspired by fashion elements, Oatly transcends its core category and taps into lifestyle branding. This expanded narrative not only enhances brand visibility but may also lead to increased product demand, especially in the thriving plant-based market segment. Investors should be wary of Oatly's stock price volatility due to intense competition from both established dairy brands and new plant-based entrants but can look for opportunities in its innovative collaborations.
In conclusion, the fusion of Avavav’s bold fashion statement and Oatly’s cultural narrative creates a rich tapestry for market strategies. Investors should consider tracking both companies as they evolve their branding narratives, especially amid growing consumer interest in sustainability, creativity, and authentic engagement. Investing in brands that prioritize culture and community not only supports long-term growth but also aligns with a shifting consumer landscape towards meaningful consumption.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
MILAN, March 01, 2026 (GLOBE NEWSWIRE) -- Avavav and Oatly, the world’s original and largest oat drink company, come together at Milan Fashion Week for Avavav’s Autumn/Winter 2026 show, to blur the boundaries between fashion, performance and flavor.
Staged as a reversed runway, the show turned the traditional format inside out: guests become the ones being observed, while models take their place as spectators. Continuing Avavav’s ongoing exploration of fashion as performance rather than presentation, the concept plays with exposure, perspective and power, reframing who gets seen, and who does the seeing.
Within this immersive world, Oatly didn’t just show up; it made the performance drinkable, translating silhouettes into sips.
A shared language of culture and experimentation
Speaking about the creative exchange, Beate Karlsson, Creative Director of Avavav, said:
“For me, fashion is about creating worlds - not just clothes. Over the years, Avavav has become known for creating performances rather than traditional runway shows. This format allowed us to work with contrast, between observation and exposure, depth and entertainment, while responding to an industry still shaped by a male gaze, despite being built around womenswear and female consumers.
Community has always mattered to us, but right now it feels more important than ever. Working with Oatly felt natural because they don’t just make oat drinks, they build culture. They understand humor, experimentation, and vision. The drinks became an extension of the collection, playful, strange, thoughtful and very 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
Working closely with Karlsson, Oatly developed three oat-based signature drinks inspired directly by the collection’s materials, textures and conceptual themes. The result was a sensory crossover where fashion ideas were translated into flavor, texture and form - living inside the same creative universe as the show itself.
Rowena Roos, Head of FADE at Oatly, said:
“We wanted to support Avavav’s show in a way that felt meaningful, conceptual and fully integrated into the experience. Working closely with Beate, we translated her silhouettes and ideas into three signature drinks that belong to the same world as the performance. It wasn’t about pouring drinks, it was about building something unexpected together.”
The creative exchange marks Oatly’s continued evolution beyond the drinks category, seeking out creative collisions that spark conversation across fashion, culture and design.
Oatly’s signature drinks
Created exclusively for the Milan Fashion Week show, the three signature drinks reinterpret classic forms through Avavav’s design language and Oatly’s oat-based innovation:
- New Fashioned: A clarified bourbon oat drink, reimagining a timeless classic through a plant-based, fashion-forward lens.
- Lace Bottoms Up: A non-alcoholic signature drink served in a cocoa butter–laced glass, referencing fragility, texture and contrast found in the collection.
- Jell-OAT Shot: A playful oat-based jello shot combining Oatly Matcha, apple and herbs, blurring boundaries between drink, dessert and design object.
Oatly Contact: Sergio Guimaraes, Prime Group, sergio.guimaraes@primegroup.com
About Avavav
Avavav is a creative-driven designer brand, shaped by the contrasts of modern culture, seen through the female gaze. We are committed to building an ecosystem fueled by unique design, strong identity, and distinctive storytelling. Avavav operates under the creative direction of Beate Skonare Karlsson, whose vision is defined by a commitment to creative independence and a continuous exploration of form, proportion, and silhouette.
About Oatly
We are the world’s original and largest oat drink company. For over 30 years, we have exclusively focused on developing expertise around oats: a global power crop with inherent properties. Our commitment to oats has resulted in core technical advancements that enabled us to unlock the breadth of the dairy portfolio, including alternatives to milks, ice cream, yogurt, cooking creams, spreads and on-the-go drinks. Headquartered in Malmö, Sweden, the Oatly brand is available in more than 50 countries globally.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/803af778-6be2-46d5-8cc8-5503995840a8
FAQ**
How does the partnership between Avavav and Oatly Group AB OTLY enhance their respective brand identities during Milan Fashion Week, and what impact could this have on consumer perception?
In what ways does Oatly Group AB OTLY plan to leverage the creative concepts from this collaboration in their future marketing and product development strategies?
Considering the innovative signature drinks introduced, how might Oatly Group AB OTLY assess the market response to the integration of fashion elements into their beverage offerings?
What are the potential risks and rewards for Oatly Group AB OTLY in engaging with the fashion industry, especially in the context of cross-industry collaborations like this one?
**MWN-AI FAQ is based on asking OpenAI questions about Oatly Group AB (NASDAQ: OTLY).
NASDAQ: OTLY
OTLY Trading
-3.13% G/L:
$10.68 Last:
39,920 Volume:
$10.64 Open:
