AVANT is an independent series of collectable print anthologies exploring vintage clothing through history, culture and personal stories. Founded by French journalist and collector Eric Maggiori, each edition combines extensive research, long-form writing, archival material and exceptional photography, placing the story behind the garments at the centre of the publication. Read more
Maggiori’s interest in vintage began during a visit to Tokyo in 2004, before developing into a deeper fascination with American workwear following a formative trip to Los Angeles. Alongside collecting, he built a career in journalism, becoming editor-in-chief of French football magazine So Foot. Its approach to finding the human stories surrounding its subject would later shape AVANT’s distinctive editorial voice.
The project began with Maggiori recording stories shared by dealers, collectors and people connected to the history of workwear. As this archive grew, he realised there was enough material to create a substantial publication. Working with art director Camille Gressier, he independently produced the first 200-page edition in 2018.
Although originally conceived as a magazine, AVANT evolved into something closer to a book. Its compact format allows archival imagery to be reproduced effectively, while giving each edition the permanence of an object intended for a bookshelf or coffee table. Original painted and illustrated covers have become a defining feature, with each artwork commissioned to establish the character of its subject.
Every edition focuses on a particular theme, including American workwear, military clothing, French workwear and Western wear. Maggiori balances detailed historical research with interviews, visual storytelling and overlooked accounts of brands, makers, immigrants and regional traditions. Articles are given the space they require, without fixed limits or compromise.
AVANT treats clothing as more than a collection of rare garments. It explores how clothing reflects labour, migration, craftsmanship and social change, preserving stories that might otherwise disappear while encouraging a new generation to look closer, remain curious and understand vintage clothing within its wider cultural context.
Our conversation with vintage collector, journalist, and founder of Avant Magazine, Eric Maggiori, about formative experiences, the discipline of collecting, and the long process behind each issue of Avant.
