Avant Garde in the Mainstream

Beginning in 1929 (lasting until 1943), a unique picture/lifestyle magazine was published in Germany. Die Neue Linie, with covers by Herbert Bayer, among others, was the the embodiment of modernity (perhaps the Wallpaper of its day). Few other mainstream publications were as avant garde. Now a book (cover above) in English (and German), Die Neue Linie: The Bauhaus at the Newsstand, chronicles the magazine’s history through the glory years of German progressive art and design into the Nazi period (when the magazine was surprisingly left unscathed by anti-modern decrees).
A generous number of its signature modern collage and montage
covers are shown in the book (which I found at the Strand), as are the interior spreads which arguably influenced
subsequent fashion and lifestyle art direction for years to follow. 
The magazine is a vivid record of the transition from
the frenzied Weimar era to the Nazi dictatorship. After slipping into post-war obscurity, a 2009
exhibition, Die Neue Linie: Bauhaus at the Kiosk at Bauhaus Museum in Weimar, resurrected it. For more information, a review appears in the Irish Times. (Covers and billboard below.)




die neue linie

Daily Heller, Imprint: Print Magazine's Design Blog

About Steven Heller

Steven Heller is the co-chair of the SVA MFA Designer /Designer as Author + Entrepreneur program, writes frequently for Wired and Design Observer. He is also the author of over 170 books on design and visual culture. He received the 1999 AIGA Medal and is the 2011 recipient of the Smithsonian National Design Award.