Favoring or introducing experimental or unusual
The avant-garde (from French, "advance guard" or
"vanguard", literally "fore-guard") are people or works that are
experimental or innovative, particularly with respect to fashion, art,
lifestyle or culture.
The avant-garde pushes the boundaries of what is
accepted as the norm or the status quo. Many fashion designers have
aligned themselves with the avant-garde movement to create a buzz around
their name, brand, or designs. When clothing is designed in an
unusual manner (possibly outlandish manner), it typically garners more
attention from celebrities and the press. The media and bloggers
enjoy writing about clothes, shoes, or accessories that don’t fit the
norm. Frankly, avant garde fashion provides interesting
photographs and news. Purposely creating unusual clothing helps
develop brand awareness which often trickles down from the media to
A few fashion designers and brands that can be
considered to be avant-guard include Yohji Yamamoto, Thierry Mugler,
Gareth Pugh, Paco Rabanne, Comme des Garçons, Viktor & Rolf,
Marques'Almeida, Jacquemus, Vivienne Westwood, and Thomas Tait.
Avante-garde is a style defined through strong
personality. The style can be sophisticated, intriguing, and
striking. Fashion designed in this manner can also be considered
to be mysterious as well as intimidating for typical consumers. Avante
garde fashion is typically very modern but can take on aspects of
vintage as well. Because this style of clothing is often produced
with unusual shapes and sometimes unusual fabrications, it often takes
on the appearance of being more of a costume than clothes to be worn on
a normal day.
avante-garde fashion blog posts on our blog.
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