The men's fashion and lifestyle market is a very tough place at the moment and we feel many of the more established titles are becoming generic. That's not something you could level at Avant Garde.
Arguably slanted towards an older (i.e. non-teen) readership, Avant Garde is an elegant read, but somehow neatly swerves around anything that feels too traditional or comfortable – as you might surely expect given the magazine's name. It's a large-ish, almost LP-shaped publication with a minimalist aesthetic, characterised by bold sans serif typography and colour photography frequently interspersed with duotone imagery. It feels fresh and, we think, original.