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Brief Published: 20 Apr 2015

Luxury Adventure Magazine

Avaunt's first issue

Avaunt is a new adventure and innovation magazine for the international luxury market.

The bi-annual magazine, which launched last week in London, features photo essays and long-form articles alongside visual pieces on luxury adventure gear and accessories. It challenges traditional fashion content with shoots of explorers (not models) in wild locations.

Avaunt says it intends to build a luxury lifestyle brand with apps, sponsored events and limited-edition apparel co-produced with boutique clothing brands.

The launch is a sign of the changing face of luxury, driven by rising consumer demand for exclusive experiences and the new importance of healthy living as a marker of affluence.

This is reflected in Avaunt's target readership of affluent male professionals aged 30 and above, who use their free time to take part in adventure activities and invest in high-end apparel and equipment.

The magazine's creators, Dan Crowe and Matt Willey, are the British co-founders of premium style and culture magazine Port. They created Avaunt in partnership with British polar explorer Ben Saunders. The publication costs £30 ($45) for a year's subscription.

For more on the future of luxury, look out for our upcoming Innovation Forums, taking place in New York (April 24) and London (May 7).