Alors, Less is More _ {Fashion Culture Encryptor Series}
Minimalism: A Counter Response to Capitalistic Frenzy
Minimalism is a trend that emerged as a counter-response to the capitalistic frenzy in the world. People began to realize that there are advantages to having less rather than more. From an economic perspective, this might not seem valid; however, there are also economic models that align with this new social trend. The focus is mainly on the famous three Rs: reduce, reuse, and recycle. Entire businesses are now dedicated to satisfying this growing group of people (Nguyen, 2021).
Decluttering and Energy Flow
Minimalistic trends exist in consumerism and various business industries. One key aspect of minimalism is the decluttering culture it promotes. Decluttering the surrounding environment creates a clutter-free lifestyle. Moreover, decluttering the physical space often relates to decluttering the psychological space as well (Kondo, 2014).
The movement also emphasizes the flow of energy within one’s surroundings, suggesting that an excess of material items may hinder or block the natural flow of energy. In fashion, minimalism aligns closely with sustainability movements by promoting slower production, ethical manufacturing, and durable wardrobe choices, in contrast to fast fashion (Fletcher & Tham, 2019).
Historical Background
Minimalism as a design movement originated in the post–World War II era, particularly in the 1960s, influenced by minimalist art and architecture. Designers began to reject over-consumption, intricate detailing, and complexity found in earlier fashion eras, instead favoring purity of form, structure, and design (Colpitt, 1990).
In Japan, designers such as Yohji Yamamoto, Rei Kawakubo (Comme des Garçons), and Issey Miyake introduced minimalist aesthetics grounded in Zen philosophy and wabi-sabi ideals—embracing imperfection, emptiness, and restraint (Kawamura, 2016).
In Western fashion, designers such as Calvin Klein, Jil Sander, and Helmut Lang favored minimalism during the 1980s and 1990s, using structured silhouettes and neutral palettes to create understated luxury that countered the maximalism of the previous decade (Evans, 2003).
Characteristics of Minimalist Fashion
Minimalist fashion typically features:
Monochromatic or neutral color schemes (white, black, beige, gray).
Streamlined silhouettes and tailored fits.
High-quality fabrics such as cotton, linen, silk, or wool.
Absence of heavy decoration, patterns, or logos.
Emphasis on function, comfort, and longevity.
This aesthetic promotes mindful consumption, encouraging people to invest in fewer but higher-quality pieces (Gwilt, 2014).
Modern Minimalism
Today, minimalist fashion continues to evolve through designers and brands that integrate sustainability and technology. Scandinavian fashion houses such as COS, Acne Studios, and ARKET represent contemporary minimalism, merging clean aesthetics with eco-conscious design.
Digital media also plays a significant role in spreading minimalist aesthetics. The movement has become closely associated with lifestyle philosophies advocating decluttering, simplicity, and conscious living (Joy & Peña, 2017).
Minimalism as an Economic Trend
Minimalism is not only a social or design movement but also an economic trend. People have begun adapting their consumption habits by either purchasing products that align with minimalist values or giving away unneeded items that do not fit this lifestyle.
Influencers and public figures often promote the minimalist lifestyle, including the transformation of entire wardrobesto reflect minimalism. The core idea of investing in well-manufactured, durable, and timeless items is central to sustainable and ethical consumption (Amed et al., 2023).
References
Amed, I., Berg, A., Balchandani, A., Hedrich, S., Jensen, J. E., Rölkens, F., & Rutchik, A. (2023). The State of Fashion 2023. McKinsey & Company & The Business of Fashion.
Colpitt, F. (1990). Minimal Art: The Critical Perspective. Cambridge University Press.
Evans, C. (2003). Fashion at the Edge: Spectacle, Modernity, and Deathliness. Yale University Press.
Fletcher, K., & Tham, M. (2019). Earth Logic: Fashion Action Research Plan. The J.J. Charitable Trust.
Gwilt, A. (2014). A Practical Guide to Sustainable Fashion. Bloomsbury Publishing.
Joy, A., & Peña, C. (2017). Sustainability and the fashion industry: Conceptualizing nature and traceability. Fashion Theory, 21(5), 573–593.
Kawamura, Y. (2016). Doing Research in Fashion and Dress: An Introduction to Qualitative Methods. Berg Publishers.
Kondo, M. (2014). The Life-Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing. Ten Speed Press.
Nguyen, A. (2021). Minimalism, consumer culture, and sustainable living. Journal of Consumer Culture, 21(4), 890–908.
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