Avant Basic

Avant Basic
Decade of origin	2020s
Key motifs	Checkerboard, wavy lines, pastel patterns, curved shapes
Key colours	Pastel blues, pinks, greens, oranges
Key values	Playfulness, retro, maximalism, kitsch, creativity
Related aesthetics	2020 TikTok Danish Pastel Dopamine Gen Z Maximalism Indie Kid Kidcore Maximalism Memphis Design Mid-Century Modern Neubrutalism Psychedelia Vaporwave Y2K Futurism
Related brands	Lisa Says Gah, House of Sunny, Paloma Wool

Avant Basic is an aesthetic characterized by pastel colors, retro-psychedelic patterns, and a combination of clean and curved lines. The style represents a form of maximalism that contrasts with minimalism, popularized through social media platforms such as Instagram and TikTok. It primarily manifests in interior design and fashion, sometimes overlapping with Danish Pastel and Gen Z Maximalism.

Avant Basic design often incorporates elements of 1960s and Memphis Design, featuring patterns like checkerboard, abstract florals, and organic swirls. It emphasizes a playful and whimsical atmosphere, achieved through the use of pastel hues such as light blues, pinks, oranges, and greens, alongside neutral tones. The aesthetic encourages the mixing of patterns and textures, such as shag rugs paired with metallic decor. Its popularity increased during the COVID-19 pandemic, largely due to its prevalence on social media, where it developed. The trend also features work from new designers, specifically those from female, queer, non-binary, and minority-owned businesses.

History

Avant Basic's emergence is traced to a specific shift in maximalist design, characterized by pastel colors, patterned textiles, and curated decorative items. Its appeal is noted among zoomers and millennials, mirroring a parallel trend in clothing. The aesthetic draws influence from Memphis Design, and the term "avant basic" gained popularity, despite its initially disparaging tone.

The term was coined in a December 2020 tweet by Emma Hope Allwood, who described it as "extravagance in the age of mechanical reproduction" and likened it to "Summer from 500 Days of Summer, if she were an Insta-girl with a mullet."

The trend's rise is linked to a reaction against minimalism, particularly in response to Marie Kondo's organizational methods. The COVID-19 pandemic significantly accelerated its popularity. Social media platforms, notably Instagram and TikTok, became central to its dissemination. The pandemic's impact on social interactions led to a change in online content, with home decor becoming a focal point. This shift facilitated the creation of a shared visual language and community around the aesthetic. The style is seen as a contrast to "quarcore" or "infit" styles, which favored neutral, unisex sportswear during quarantine.

The increased visibility of designers from underrepresented groups, specifically female, queer, nonbinary, and people-of-color-run businesses, is a notable aspect of the trend's growth. The design store "Coming Soon" in New York is cited as a source of inspiration for avant basic items. Sophie Collé's furniture designs gained popularity through Instagram during this period.

The style's embrace of maximalism and its use of vibrant and soft colors are interpreted as a reaction against feelings of stagnation. Brands associated with this aesthetic include Lisa Says Gah!, Gimaguas, Paloma Wool, Ganni, Stine Goya, and Baum und Pferdgarten, although their designs are frequently copied by fast-fashion companies. The aesthetic takes inspiration from designers like Ettore Sottsass and the Memphis Group, who sought to depart from strict functional and minimalist design principles.

Interior Design

Avant Basic interior design is characterized by pastel colors, patterned textiles, and curated decorative items, appealing to zoomers and millennials. The style blends 1960s and 1970s influences with Memphis Design, emphasizing personality over traditional functionality.

It features a neutral background, typically white walls, to highlight colorful decor. Bright pastel color palettes, including oranges, pinks, greens, and blues, are employed, drawing inspiration from retro aesthetics. Shapes are a key element, with rounded furniture and accessories like acrylic coffee tables and bolster pillows. Patterns are incorporated through plush accessories such as pillows and rugs, with geometric and abstract designs.

Unique rugs with bright colors and geometric patterns anchor the room's design. Lighting includes statement chandeliers and patterned lamps, adding a "jewelry effect." Gallery walls with graphic art, sometimes featuring natural elements in unnatural colors, serve as focal points. Wiggly or freeform mirrors add depth and a touch of the unusual. Natural elements like flowers and greenery provide balance and color.

Avant basic interiors may feature wallpapered ceilings for a unique visual element. Bubbly candles and other uniquely shaped decorative items contribute to the aesthetic. Sustainability is emphasized, with a focus on recycled materials, vintage furniture, and upcycling. Symmetrical design is achieved through the use of similar colors and patterns at different scales, creating visual balance within the maximalist style.

Fashion

Avant Basic fashion features geometric patterns, animal prints, and pastel colors. Brands like Lisa Says Gah, Gimaguas, Paloma Wool, Ganni, Stine Goya, and Baum und Pferdgarten are associated with this style, which has been replicated by fast-fashion companies. The aesthetic draws inspiration from the Memphis Group and designers like Ettore Sottsass, known for the Ultrafragola mirror.

The trend is marked by specific garments, such as the House of Sunny Day Tripper cardigan and Hockney dress, and the Paloma Wool Enya set. These items achieve cult status, frequently selling out and being resold at higher prices. The style is influenced by 1960s psychedelia and is seen as a reaction to minimalist fashion. Social media algorithms contribute to its popularity, with viral items like the Holiday the Label checkerboard-print pyjamas gaining popularity after celebrity endorsements.

Criticism

Avant Basic has been criticized for promoting unsustainable consumption and a lack of true individuality. The trend is associated with specific pieces from brands like Lisa Says Gah, House of Sunny, and Paloma Wool, such as their popular sweaters and dresses. Due to their high demand and price, these items are frequently copied by fast-fashion retailers like Shein.

Avant Basic has been seen as generating microtrends, where items quickly become "basic" and replaced with newer trends. Critics argue that the aesthetic prioritizes specific item combinations over genuine pattern mixing, creating a "shopping list" aesthetic. While brands market themselves as sustainable, the rapid trend cycle they inspire contributes to waste and pollution.

Social media's influence is also noted, with influencers promoting constant consumption and disposable fashion. Some have perceived the aesthetic to promote consumer insecurities and repackage vintage styles such as Psychedelia and Memphis Design in low-quality, mass-produced items. Alternative, more sustainable practices, such as thrifting and secondhand shopping, are presented as contrasting options.

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