The Avant-Garde

The avant-garde is a genre that exists within every medium, where it is often treated with a certain level of indifference. I feel that like any other culture that one may not be accustomed to, it is important to understand the ideals behind a certain subculture of experimental fashion before making any conclusions. There are a number of firms that operate in this area, including companies like Rick Owens, Post Archive Faction, Yohji Yamamoto, and 99%IS. Each brand differs in its approach to the avant-garde but are all comfortably situated beyond the mainstream luxury brands that you might see on regular basis. 

There has definitely been an improvement in consumer perception of the avant-garde, especially due to the widespread nature of social media networks like Twitter, Instagram, or TikTok. As the world grows increasingly connected, people in completely different corners of the world can connect over shared experiences and interests. A global network of fans has been the driving force behind many of these brands, who aim to disrupt the common trends by offering something different to their customers, which is a very appealing selling point. 

As Yohji Yamamoto's work is considered timeless for its authentic dark approach to fashion, the other brands have resorted to filling different niches, focusing on punk-inspired clothing or techwear. It is also interesting to note how many of the trends and the multitude of subcultures in fashion were considered avant-garde in the past. A large number of trends have also died out, especially over the past decade. 

Regardless, the avant-garde will always be an important component of the fashion industry as it acts as the primary driving force for innovation.