Brand Manifesto for handbag label Avant+Garde
Narrated brand manifesto for French handbag label Avant+Garde owned by designer Ilan Delouis.
THE BRAND
Neoteric and minimalistic,Avant + Garde through its craftsmanship of handbag and accessories, incorporates the principles of the name it borrows and concurs to the ideas it upholds.
Since its first inception, the avant-garde movement generated major progress in the realms of art, music, literature and fashion and here is no exception.
Extrapolating the practice of ‘new and experimental ideas and methods’ associated to the name it bears, the label pairs this sense of innovative experimentation with a consciousness for the concerns posed to our generation. Moulding softness and simplicity with a futuristic approach into a line of timeless pieces, created for woman of sheer elegance and tailor-fitted to our time.
THE VISION
The archetypal patterns of Avant + Garde include oversized volumes, pleated handbags and 3D piping shoppers, perfectly suited to those whose values verge beyond the traditional and expected, assuming a mindset by which one must think and create regardless of the status quo.
A collection both minimal and modern, untamed by societal pre- cepts which flaunts both uniqueness and sophistication in the artistic pieces she delivers.
As José Ortega once said “To be surprised, to wonder, is to begin to understand”.
We believe one must review our own standards to be free of them and hence acquire greater reason.
Through our line this is what we seek to do, materializing such a duty as we adopts a ‘less is more’ restorative attitude, providing pieces which breathe a sophisticated simplicity as well as a different outlook on fashion.
Progressive and forward-thinking, a piece of state-of-the-art fashion never bode so well for our collective futures.
