Avantgrade gets a relaunch and is back in stores at the beginning of October. The fashion lossy is edited by Bastiaan van Schaik. Avantgarde mainly focuses on print. The plan is to appear twice a year in the spring and autumn. The first edition will be 360 pages thick.
The plan to breathe new life into Avantgarde was initiated by publisher Floris Müller. He is a publisher of PBQ Media and was responsible for, among other things, the publication of Numéro Netherlands. Because the production of Numéro stopped at the end of 2024, Müller was looking for a new title. In consultation with Bastiaan van Schaik and Audax, the plan has been worked out to release Avantgarde.
Avantgarde-1980-2012
Avantgarde appeared on the Dutch market between 1980 and 2012. The magazine was conceived and released in 1980 by Eric Peute and Peter Barneveldwho were both publishers and editor -in -chief and made the magazine in their Wassenaar Villa. Later it was sold to Audax, the publisher who still owns the rights to the brand. Müller has now acquired the license for the reissue and Audax remains involved in the distribution of the reissue.
Avantgarde 2025
Bastiaan van Schaik is the new editor -in -chief of Avantgarde. He is a well -known stylist and was involved as editor -in -chief with Jacky, The Luxury List and worked as a digital deputy by Libelle Daily and Libelle TV. Styling, fashion and publishing run like red threads through his career.
Van Schaik had been involved as a creative director at Avant Garde in the Audax time between 2000 and 2009. He tells the Podcast of Bladendokter about the end of Avantgarde in 2012. He calls it a ‘perfect storm’ with the declining advertising income as a result of the financial crisis and the rapid rise of social media in the Netherlands.
Nevertheless, Van Schaik believes that there is room in the Netherlands for a new fashion lossy and that advertisers in 2025 are happy to collaborate with creative talent. He is therefore very optimistic about the future of Avantgarde. Van Schaik is also of the opinion that younger media consumers need a glossy that gives direction and interpretation to the current time image in fashion and lifestyle. Certainly in a crowded media landscape where – especially digitally – the influencers shout each other with microtrends and where digital content on Instagram and Tiktok is far away from reality.
Looking for young talent
Bastiaan van Schaik has a busy summer with the production of the first issue of Avantgarde 2.0. At the beginning of May he made a call on Tiktok for young talent to report. He has had an incredible number of reactions and wants to offer opportunities for young media makers to find a stage in Avantgarde. Those who are interested can reach Van Schaik by e-mail.
Focus on print
Van Schaik also says that Avantgarde is getting a focus on print. In a world where many magazine brands shift their focus to digital channels, the editors will emphasize the paper edition, which will change every edition.
Listen to the whole conversation with Bastiaan van Schaik via the link above. Didn’t miss a podcast from Bladendokter? Then subscribe Via Spotify Or your own podcast app.