Avavav Turns the Runway Inside Out – and Oatly Pours it Forward

MILAN, March 01, 2026 (GLOBE NEWSWIRE) — Avavav and Oatly, the world’s unique and largest oat drink firm, come collectively at Milan Style Week for Avavav’s Autumn/Winter 2026 present, to blur the boundaries between style, efficiency and taste.

Staged as a reversed runway, the present turned the conventional format inside out: company turn into the ones being noticed, whereas fashions take their place as spectators. Persevering with Avavav’s ongoing exploration of style as efficiency slightly than presentation, the idea performs with publicity, perspective and energy, reframing who will get seen, and who does the seeing.

Inside this immersive world, Oatly didn’t simply present up; it made the efficiency drinkable, translating silhouettes into sips.

A shared language of tradition and experimentation

Talking about the inventive change, Beate Karlsson, Inventive Director of Avavav, stated:

“For me, style is about creating worlds – not simply garments. Over the years, Avavav has turn into identified for creating performances slightly than conventional runway exhibits. This format allowed us to work with distinction, between remark and publicity, depth and leisure, whereas responding to an trade nonetheless formed by a male gaze, regardless of being constructed round womenswear and feminine customers.

Group has at all times mattered to us, however proper now it feels extra essential than ever. Working with Oatly felt pure as a result of they don’t simply make oat drinks, they construct tradition. They perceive humor, experimentation, and imaginative and prescient. The drinks grew to become an extension of the assortment, playful, unusual, considerate and very Avavav.”

The inventive change displays a shared perception in expression with out boundaries. Each Swedish-born manufacturers are identified for difficult conference of their respective industries, Avavav by radical runway performances, and Oatly by tradition-shaping model storytelling and plant-primarily based innovation.

From silhouettes to sips

Working carefully with Karlsson, Oatly developed three oat-primarily based signature drinks impressed straight by the assortment’s supplies, textures and conceptual themes. The outcome was a sensory crossover the place style concepts have been translated into taste, texture and kind – residing inside the identical inventive universe as the present itself.

Rowena Roos, Head of FADE at Oatly, stated:

“We wished to help Avavav’s present in a manner that felt significant, conceptual and absolutely built-in into the expertise. Working carefully with Beate, we translated her silhouettes and concepts into three signature drinks that belong to the identical world as the efficiency. It wasn’t about pouring drinks, it was about constructing one thing surprising collectively.”

The inventive change marks Oatly’s continued evolution past the drinks class, in search of out inventive collisions that spark dialog throughout style, tradition and design.

Oatly’s signature drinks

Created completely for the Milan Style Week present, the three signature drinks reinterpret basic types by Avavav’s design language and Oatly’s oat-primarily based innovation:

• New Customary: A clarified bourbon oat drink, reimagining a timeless basic by a plant-primarily based, style-ahead lens.
• Lace Bottoms Up: A non-alcoholic signature drink served in a cocoa butter–laced glass, referencing fragility, texture and distinction present in the assortment.
• Jell-OAT Shot: A playful oat-primarily 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