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Minimalism is perhaps the easiest fashion trend to achieve: the less you do it, the better. A handful of brands are promoting the practical and lasting minimalist agenda today, convincing consumers to renounce the brand and other complexities in favor of elegant elegance.
The leader is the New York label The rowWhose sumptuous Kashmir, pants front of folds and sliding shoes have obtained a global and dedicated monitoring. Also in New York are Khaite, Another morning and Kallmeyerwhile on the other side of the Atlantic there are Enter In Stockholm, Dušan in Milan and Throw In London, all of which are putting their own stamps in minimalism. “Our collections are designed for the woman who values our central principles, adopting simplicity and innovation,” says the co -founder and creative director Holly Wright. “Most collections ready to use bring novelty, but they are still respectful of the past.”
Historical references generally praise the 1990s as the apex of fashion minimalism, and brands, including Jil Sander, Prada and Helmut Lang He certainly created a visual shorthand for the decade. Calvin KleinThat he always exercised restriction in his designs, consolidated New York as the heart of the movement, with collections that presented silky slippers, small black dresses, separated by color and skilled suit costumes. He also influenced the feeling of dressing of the high society of Manhattan: in particular, Carolyn Bessette-Kennedy, who handled public relations in Calvin Klein, and whose uniform of crispy white shirts, pants and silk skirts became a template for the Minimalist closet that has remained current to this day.
It is often believed that the rocker between minimalism and maximalism reflects economic and social movements: in recessions, clothing becomes austere and practical, while in boom times it is more decorative and frivolous. “It is an excessive simplification to say that as a general statement, but it tends to play in history,” says Melissa Marras-Alvarez, education curator and research at the FIT Museum. She offers the small black coconut dress Chanel, which was introduced in the 1920s as a timeless, affordable and accessible dress for all social classes, as an example. “Every time it reacts and adapts to a new period based on the cultural climate of the time and also on the styles that preceded it.”
The sustained success of the minimalist aspect in the current fashion climate could be a sign of economic uncertainty, but there are other factors at stake. While the very translated idea of the “quiet luxury” champions is good and practical design in its purest form, the aspect is also about belonging to an internal club, for which membership is awarded to those who can see and appreciate the subtle design. And allow it. “The row is this idea of knowledge and have knowledge to recognize good quality things and how wonderful fabrics feel,” says Marra-Alvarez. “Minimalism will always have a lasting attraction for the woman who values the quiet and refined sophistication,” adds the co -founder Camille Perry.
In addition, the minimalist principles of timelessness and quality are an integral part of sustainability, and the spirit of buying less but better clothes. That is undoubtedly one of the driving forces for Tove, as well as the Serbian designer Dušan Paunovic. “The trends come and go, but I believe in creating pieces that transcend seasonal changes,” says Paunovic. “My approach is based on the design of timeless, functional and versatile garments, essential costumes that offer longevity instead of a fleeting appeal. This allows my customers to build a sustainable wardrobe where each article has a lasting value and is not linked to short -term fashion cycles. For me, minimalism is not only a style but a way to simplify options, creating a uniform that resonates with my principles of subtle function, function and sophistication. “
Stockholm
Enter
Elin Kling founded Toteme with his art partner director Karl Lindman in 2014 at the back of the success of his Kling Style fashion blog. The brand began with a “uniform” approach, creating well -designed basic concepts that echoed a different Scandinavian minimalism while selling them at an accessible price. Since then, Toteme has pushed a more luxurious territory, which is shown in New York Fashion Week for SS25 with a collection of Drapey fluid silhouettes. The brand has found a niche in basic high costume foods with a subtle edge, such as its best -selling scarf (£ 810) and stirred roll neck sweater (£ 420).
Milan
Dušan
Dušan Paunovic, born in Serbia, could be one of the most underestimated designers in Milan. Since 1999, he has been creating refined designs in disagreement with the striking sensibilities of fashion capital and has a loyal customer base. Paunovic began his career in the 90s in Zoran, where he learned that minimalism was not a style but a philosophy, and his ready -to -use clothes have followed: his personalized coat (€ 1,500) has barely changed since its inception, while your relaxed pants (from € 900) of equilibrium shape and function.
London
Throw
The founders Camille Perry and Holly Wright are a rarity in the calendar of London Fashion Week, which shows elegant and laptop clothes in a city that most easily defends the avant -garde. The former Topshop employees founded Tove in 2019 and quickly found a audience for their sharp costumes, sculptural coats and elegant night clothing that plays with subtle ornaments and transparent details. While the brand has had a success with its den (£ 845).
New York
Khaite
In 2019, actor Katie Holmes was photographed by walking in New York with a Khaite’s game cardigan; The subsequent interest transformed the fortune of the brand. Since then, designer Catherine Holstein has grown Khaite, who founded in 2016, in a key player in New York, creating minimalist silhouettes with a decidedly feminine touch. As Holstein told FOOT In 2020: “It’s really difficult for me to dress … I don’t want to feel like a cake.” With seven stores worldwide and a recent investment of the growth capital firm Stripes, Khaite is quickly becoming an important American luxury brand.
