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Library/Campaign/AVAVAV Fake It Till You Break It
Grade B21 sourcesHIS-00851

AVAVAV Fake It Till You Break It

Campaign · 2023 · Notable

47Editable slideCertificate

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

Original · AVAVAV / Beate Karlsson / Daniel Hallberg

gastt Fashion

@gastt_fashion · Feb 27, 2023

Looks from the AVAVAV Autumn / Winter 2023 Show by Beate Karlsson , ‘Fake it til you break it’. The show “comments on the industry’s seriousness around luxury and how it is being redefined, through a runway show where the products are falling apart.”

49.4K131
Post · @gastt_fashion on X
Clip · @hahahallberg on TikTok
Avavav on Instagram: "AW23 - ‘Fake it til you break it’ Creative director - @beate.karlsson Film director - @danielhallberg Photographer - @petroli0 Videographer - @leo.casalini Mua -…
Avavav on Instagram
Looks from the AVAVAV Autumn / Winter 2023 Show by Beate Karlsson , ‘Fake it til you break it’. The show “comments on the industry’s seriousness around luxury and how it is being redefined, through…
@gastt_fashion on X
@AVAVAV Fashion Show #milanfashionweek #fail #fashionfail #fashionweek #funny #lol #fashion
@hahahallberg on TikTok
Com saltos quebrados e saias rasgadas, desfile "caótico" viraliza na internet | CNN Brasil
CNN Brasil
SSENSE on Instagram: "@avavav’s new collection will melt your mind. Designer @beate.karlsson sent SSENSE some messages from her HQ about her collection and how she wants to challenge fashion."
SSENSE on Instagram
Avavav_5
Metal Magazine
El desfile en Milán en el que la ropa se le rompió a todos los modelos
ELLE México
Milan Fashion Week: Fall/Winter 2023
Articles of Clothing / Chloe Iris Kennedy
CULTED COMMUNITY TALKS: EVERYTHING FALLING APART AT AVAVAV’S FW23 SHOW | Culted Entertainment
Culted
The most viral fashion shows of the FW23 season
FashionUnited
AVAVAV's 2023 Runway - 'Fake it till you break it'
The Courier

Spread Score

How it works
Reach65Contagion35Breadth20Velocity65Longevity4647

Numbers

Director edit only, live; seed/top-ten total unavailable
128.1M
As of Oct 15, 2026 · TikTok · Self-reported · Daniel Hallberg / TikTok
Peak date
Week of Feb 27, 2023
Feb 27 ’23 to Week of Feb 27, 2023
Platforms
4
Started on Instagram
Origin
Stunt
Fashion & accessories

Mechanics

  • Real-world spectaclePrimary
  • Transgression
  • Mystery & lore
  • Controversy
  • Platform jump

How it spread

Trace the origin

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.

Dates use the stated precision; chart positions are date anchors.

Google searchesFeb ’23MarAprMayJunAugOctPeakInstagramPressXTikTok
InstagramPressXTikTok

13 more events on this chart

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Timeline (16)

  1. February 2023

    AVAVAV precursor · Feb 2023

    AVAVAV teased a new chapter with Karlsson in a Cash Cow hoodie speaking through a disguised voice.[1]

  2. AVAVAV seed · Feb 27 ’23

    AVAVAV published its AW23 film showing garments breaking and the backdrop collapsing.[2][3][4][5]

    Avavav_5

  3. ELLE México press · Feb 27 ’23

    ELLE México covered the show as a parody of luxury fashion.[6]

    El desfile en Milán en el que la ropa se le rompió a todos los modelos
Origin
Stunt
Sector
Fashion & accessories
Region
IT
Director edit only, live; seed/top-ten total unavailable
128.1M
As of Oct 15, 2026 · TikTok · Self-reported · Daniel Hallberg / TikTok
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Google searchesFeb ’23MarAprMayJunAugOctPeakInstagramPressXTikTok
InstagramPressXTikTok

13 more events on this chart

Join free to see them

  1. February 2023

    AVAVAV precursor · Feb 2023

    AVAVAV teased a new chapter with Karlsson in a Cash Cow hoodie speaking through a disguised voice.[1]

  2. AVAVAV seed · Feb 27 ’23

    AVAVAV published its AW23 film showing garments breaking and the backdrop collapsing.[2][3][4][5]

    Avavav_5

  3. ELLE México press · Feb 27 ’23

    ELLE México covered the show as a parody of luxury fashion.[6]

    El desfile en Milán en el que la ropa se le rompió a todos los modelos

  1. platform jump · Feb 27 ’23

  2. platform jump · Feb 27 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

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Why it worked

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