# AVAVAV Fake It Till You Break It

> TikTok listed 128.1 million views on its director’s edit of a staged runway breakdown.

- Owner: AVAVAV
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2023-02-27
- Peak date: Week of Feb 27, 2023
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 47 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Transgression, Mystery & lore, Controversy, Platform jump

## Summary

AVAVAV released a runway film in which heels broke, clothes detached and the set collapsed. TikTok listed 128.1 million views on its director’s edit. Culted, CNN Brasil and fashion publications carried the stunt and the debate over its meaning.

## Timeline

- Feb 2023 — AVAVAV (Instagram) — AVAVAV teased a new chapter with Karlsson in a Cash Cow hoodie speaking through a disguised voice.
- 2023-02-27 — AVAVAV (Instagram) — AVAVAV published its AW23 film showing garments breaking and the backdrop collapsing.
- 2023-02-27 — ELLE México (Press) — ELLE México covered the show as a parody of luxury fashion.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/avavav-fake-it-till-you-break-it

Cite as: How It Spread (2026). “AVAVAV Fake It Till You Break It.” Case HIS-00851. Spread Score v1.2: 47/100. Updated 2026-10-15. https://howitspread.com/id/HIS-00851