What is a minimalist brand?

This publication is also available in: Français English (UK) Deutsch Italiano Español

The minimalist movement has redefined the fashion industry.

So much so that minimalist brands are abundant in the market. There isn’t a season that goes by without the presentation of a new collection of high-fashion basics, the emergence of a young essentialist brand, or the birth of a micro-minimalist trend. 

You got it, wearing minimalist clothing is in vogue.

But do we really know what minimalist fashion means? How can we recognize a minimalist brand by its aesthetic? What criteria can we use to characterize it?

If you love wearing chic basics in neutral colors, if the return to essentials and sustainability intrigues you, and if you don’t want to miss out on this trend without really knowing what to expect, then you are in the right place.

In this article, we will take stock of the minimalist brand, questioning its rise in the market while defining it through precise criteria. You will also find at the end of the article a selection of brands that we adore, which will undoubtedly dress your silhouette in an unwavering elegance.

Why do we see more minimalist brands in the fashion market?

How do we define minimalism in fashion?

To understand why minimalism in fashion has become trendy, it is interesting to take a step back and look at minimalism itself. More than a movement, minimalism is a way of life, a philosophy that invites anyone who wants to voluntarily reduce everything they consume to its simplest essence. Each element is chosen for its necessity and utility, with ornamentation considered superfluous. 

The minimalist celebrates simplicity, sobriety, and functionality, and advocates for a simple and pure life, free from all superfluous distractions and focused on essentials. It applies to many fields such as architecture, design, music, cooking, and also fashion. 

Furthermore, within the fashion sphere, the minimalist movement expresses itself in two ways: 

• from a purchasing behavior perspective: reducing the amount of clothing purchases in one’s wardrobe is the starting point of this approach. We fight against hyper-consumerism by buying less, but better. This involves many good practices: renting clothes, second-hand shopping, local purchases, and questions to ask before buying, etc.
• from an aesthetic perspective: clean design, sobriety, sophistication, and simplicity define the minimalist style. Based on this creed, many labels have positioned themselves with an underlying idea: to eliminate the superfluous to focus on creation.

Minimalist brands: why are there more of them?

Several reasons have led brands and labels to position themselves in the minimalist trend in fashion. 

The first reason is unequivocal. The climate emergency has somewhat redefined how we dress. Tired of updating their wardrobes every month under the precise influence of micro-trends, consumers have realized that another way of consuming is possible. This necessity to reduce clothing consumption has propelled the minimalist movement, positively influencing fashion enthusiasts to return to essentials by buying less. 

With the influence of confinement and homewear, the “counter-trend” minimalist has skyrocketed. Because wearing clothing from minimalist brands is also a way to wholeheartedly break free from what the fashion industry should no longer be. 

This theory has also been largely supported by haute couture houses and influential designers in the market. By rethinking their collections, designers have shown that creating durable and aesthetic clothing can become the norm.

What is a minimalist brand? The criteria

What do minimalist brands have in common? What differentiates minimalist clothing from other fashion ranges? How can we recognize the style that characterizes essentialism in a collection? Answers in the following sections with 3 criteria to identify. 

An elegant and refined aesthetic 

High-waisted flowy pants, structured blazers with shoulder pads, long and straight dresses, oversized knitwear, asymmetrical tops… You can easily recognize minimalist fashion pieces, as we all have at least one in our wardrobe.

Nonetheless, this trend combines comfort and classicism against a backdrop of elegance. This leads labels in this niche to offer basics that are versatile enough for us to have fun with and create our own fashion style. 

The color palette also plays an important role for minimalist brands. A neutral palette will be favored over colorful and extravagant shades. The same goes for the choice of cuts, details, and even materials. We keep it simple and focus on the essentials. It is this neutrality that allows the beauty and uniqueness of a piece to shine.

Timelessness that withstands the test of time

In its ready-to-wear collection, the minimalist brand will also focus on timeless pieces. These fashion items can be worn year after year without being eclipsed by the next micro-trend. 

In other words, a minimalist piece is an item that never goes out of style, that lives, and that survives the tumult of the fashion industry. It is a basic that takes its essence from its versatility.

You can combine it, pair it, or even twist it with almost everything you find in your wardrobe, inviting you to do less but do it better. This famous return to essentials. 

A pair of jeans, a shirt, knitwear, a trench coat, a minimalist sneaker, etc. All these minimalist pieces are also durable and stand the test of time, never forgetting where they come from.

Quality as the key word

Silk, cashmere, wool, leather… These materials are particularly suited to minimalist fashion. The reason? They are high-quality raw materials that, when well-structured, enhance a piece in its raw state, without the superfluous. 

Moreover, investing in a quality piece is an opportunity to make your purchase last over time. We paid the price, we take care of it, and we are delighted to adorn ourselves year after year by wearing it, especially when it comes to a timeless piece.

5 essentialist brands to know 

Acne Studios

Based in Stockholm, the Swedish brand is driven by the vision of artistic director Jonny Johansson. The aesthetic approach of the house is largely inspired by design, photography, contemporary art, and aesthetics. In the label’s ready-to-wear collection, you’ll find the signature codes of the minimalist style in terms of cuts, color choices, and materials.

The Row 

Founded in 2006 by the most famous twins of the 2000s, Ashley Olsen and Mary-Kate Olsen, The Row is a pioneer in the minimalist fashion scene. The house is recognized for the precision of its details and cuts that honor each piece created in elegant classicism.

Totême 

Inspired by the lives and needs of women, Totême offers a simple and luxurious wardrobe that accompanies everyone in their daily activities. At Totême, the look is precise and thoughtful, defined by distinct silhouettes, perfected cuts, and elevated fabrics. The pieces are subtly refined and modified over time for a well-organized wardrobe that transcends trends.

Jil Sander

Elegance is the key word for the Jil Sander house, which has always placed minimalism at the center of its creations since its inception in 1978. Clothing, accessories, and even cosmetics are designed in the same vein: refinement, clean lines, meticulous details, and high-quality materials.

The Frankie Shop

Founded in the Lower East Side in 2014, The Frankie Shop symbolizes an individual aesthetic that places self-expression at the center of its creations. While the style aims to be a blend of modern and timeless, cosmopolitan and universal, masculine-feminine, it still carries the codes borrowed from essentialism: no frills, straight cuts, neutral tones, etc.

To conclude, if we had to summarize the minimalist brand in one sentence, we could say it is a label that has embraced the return to essentials by designing clothing that, in its simplicity, encompasses all the complexity of an elegant piece. 

Wearing minimalist clothing is not for everyone or for all ages. However, these are essential pieces for a women’s wardrobe that you will always enjoy wearing.

💡You know, minimalism is not just reserved for fashion. Discover how this movement can integrate into your home with decorative concrete. Or even in your beauty routine with Scandinavian cosmetic brands.

Image credit: © Sandra Semburg