David Cottington, an Emeritus Professor of Art History at Kingston University, explores the transformative concept of the Avant-Garde, a cornerstone of modern culture. He traces its origins back to the French Revolution and contrasts it with romantic ideals from writers like Shelley. The discussion dives into the evolving relationship between avant-garde movements and mainstream culture, revealing ongoing tensions between artistic integrity and market demands. Cottington also highlights how the term has shifted from a critical standard to a marketing buzzword.