(Press Release: June 2003) – New York, NY – Surface magazine and Tanqueray No. TEN announce an open call for the best new fashion photographers in the U.S. The Avant Guardian issue and traveling showcase is one of Surface magazine’s two hallmark projects created to support emerging talent. The Avant Guardian project invites photographers working or studying in the U.S., who have not published a fashion editorial before 2002, to submit work for consideration by June 16, 2003.

Each year, Avant Guardian project curators receive hundreds of submissions from talented hopefuls. A handful of finalists are selected to shoot what is most-often their first professional fashion editorial. Surface provides them with an all-access pass to exclusive studios,modeling agencies, stylists, make-up artists and the latest designer collections. The resulting imagery is edited and featured within the highly anticipated 60-page in-book portfolio.The most striking images from the portfolio are then mounted as 8-ft murals and go on tour as a dramatic installation. The exhibition launches in New York, then travels to Boston, Los Angeles, and San Francisco. Each showcase is received as a ‘must attend’ event by photography agents, editors, and the cities’ most influential fashion and media personalities.

“The goal of the Avant Guardian is to provide a forum and launching pad for America’s upcoming creative community,” says Surface Editorial Director Riley Johndonnell. Now in its 6th year, the Project counts some of the most celebrated names in fashion photography among its alumni. Past Avant Guardians frequently appear in the pages of Surface and have gone on to shoot campaigns and promotions for Giorgio Armani, Hermés, Banana Republic, Nike, IBM and Levi’s–as well as magazines Vogue, Elle, Harper’s Bazaar, Mademoiselle, Jane andThe New York Times Magazine.

Simply stated, the Project launches careers. Download official guidelines and entry form at: or contact For press inquiries contact: Jennifer Keller 718.488.0650 or



Ernest Schmatolla is publisher of Lookonline since 1994. It is the longest running fashion site on the Internet.

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