 In 1997, "Surface" introduced its inaugural "Avant Guardian" issue, which focused on the Avant Guardian Awards, a fashion photography competition.Winners have advanced to work for fashion houses such as Giorgio Armani, Hermès, Banana Republic, Nike, IBM and Levi's—as well as fashion magazines such as "Vogue" and "Elle", and general interest magazines such as "Harper’s Bazaar", "Mademoiselle", and "The New York Times Magazine".Leaders in fashion and design industries selected 10 finalists annually to have their work featured in a fashion spread and at a launch event.