Avant Gardism

"Originally a French term, meaning in English, vanguard or advance guard (the part of an army that goes forward ahead of the rest). Applied to art, means that which is in the forefront, is innovatory, which introduces and explores new forms and in some cases new subject matter... The notion of the avant-garde enshrines the idea that art should be judged primarily on the quality and originality of the artists vision and ideas." - Avant-garde definition from the TATE website.


Reality For Men - Adbusters (Photo by Nancy Bleck.)
http://www.adbusters.org/content/reality-men

God Save The Queen: Promotional Sticker, Jamie Reid, 1977.

http://www.sexpistolsofficial.com/index.php?module=features&features_item_id=151

Avant Garde, a phrase used very loosely in today’s society with hairdressers, florists and even car salesmen jumping on the bandwagon claiming to deliver 'Avant Garde' services. In reality, the term addresses innovation and forward thinking in a way that has yet to have been exposed, not a fancy make-over and a contemporary looking flyer design. 

The two images above both can be recognized as ‘avant garde’ design in their own rights. The first tackles the corporate brand Calvin Klein, mocking a majority of their advertisements for underwear and perfume in a way that cannot be mistaken - ‘Reality for men’. Opposed to an overly toned photoshop enhanced fabrication, the advert is simply a normal male. Triggering the thought as to how often we are exposed to phony images such as the aforementioned, and how often they can bully men and women into a state of self consciousness. 

The second image is from a slightly older era, as a result putting this specific piece of design into to a category of an ‘Avant Garde’ persuasion. Promotional material for a Sex pistols song ‘God Save the Queen’, the imagery used was very notorious, defacing the queens face alongside text reading ‘she ain’t no human being’. At the time of its appearance this would have been extremely controversial as it coincided with the Queen's Silver Jubilee Celebrations. It was a completely fresh style of design, all be it frowned upon by many, it reworked conventional methods and took on an individual response to delivering a message.

In true Avant Garde style these adverts and promotional material are genuinely innovative in thought and execution, pushing and pulling the way people might perceive the messages they are delivering.