Oatly Unveils Three Oat-Based Signature Drinks at Avavav's A/W 2026 Milan Show
Oatly partnered with Avavav at Milan Fashion Week to create three oat-based signature drinks inspired by the Autumn/Winter 2026 collection’s silhouettes and textures. The New Fashioned (bourbon oat), Lace Bottoms Up (cocoa butter–laced non-alcoholic) and Jell-OAT Shot (matcha, apple, herbs) were showcased in a reversed runway performance.
1. Collaboration Overview
At Milan Fashion Week, Avavav staged a reversed runway performance where guests were observed and models became spectators. Oatly joined this immersive format, integrating its brand messaging into a cultural exchange that blended performance art with product experience.
2. Signature Drinks
Oatly developed three exclusive oat-based beverages aligned with Avavav’s design language: New Fashioned, a clarified bourbon oat drink; Lace Bottoms Up, a non-alcoholic cocoa butter–laced serve; and Jell-OAT Shot, a matcha, apple and herb jello shot merging drink and dessert.
3. Strategic Implications
This collaboration highlights Oatly’s push beyond traditional dairy alternatives into culture-driven partnerships. By translating fashion concepts into flavors, the company aims to deepen consumer engagement and reinforce its image as an innovator in both plant-based innovation and lifestyle branding.