The fashion calendar's heyday – September – continues. During New York fashion week, models were exchanged for influencers and in London temporary fashion museums were opened, but in Milan it was a Swede who became the talk of fashion week.
"It's general chaos, and everyone is in a hurry," says designer Beate Karlsson about the show "No time to design, no time to explain".
Pik against own industry
On social media, clips abound of half-naked models running down the catwalk in half-finished garments, and some with only one shoe. It's duct tape, post-it notes, shirts without a back and a hoodie with the print "Made in Italy (or China, can't remember)".
"We try to joke and kind of tweak ideas like 'what happens if you misspell production?'. Such types of errors happen quite often because production is so rushed.
Models fall
It's not the first time Beate Karlsson has gone viral for her views. Last year, the models stumbled, and the time after that the clothes broke on the runway.
"The themes we generally work with are some kind of truth for us as a small brand competing against the giants. Whether it's about money or the industry moving too fast," says Beate Karlsson.
Important to stand out
In the comment fields there is both praise and praise. While some love Beate Karlsson's innovative thinking and artistic touch, others believe that it is a PR stunt.
"There are a lot of shows chasing exposure, but we're just trying to get grounded in what we want to say. I hope people understand the whole story behind it, and how it connects to the industry.