Just as the iPhone 16 is generating a global buzz, captivating everyone from tech experts to everyday users, minimalism is making waves in the fashion industry, influencing every business from luxury powerhouses to mass-market brands worldwide. Minimalism is not new in the Vietnam market, but its current resurgence seems to be the most widespread and deeply felt yet, based on my observations.
Looking back to history, minimalism has often gained popularity during periods of hardship, as people prioritize timeless, long-lasting styles over flamboyant designs. In today's uncertain economic climate, the rise of minimalism is understandable. Most brands are embracing this shift because relevance is crucial in fashion. However, in the race of newness, any brand can offer minimal proposals and imply that “we are contemporary”. Simply adopting or maintaining a minimalist approach for trendiness is insufficient to connect meaningfully with customers.
“It’s not where you take things from, but where you take them to”, said Jean-Luc Gordad. A collection can draw inspiration from minimalist designs, as well as from any other style but it should convey deeper meaning that reflects the soul of a brand - who they are, what they believe, what they value. Fashion, at its heart, is a conversation between creator and the wearer, in which the creator listens to the wearer but also communicates their point of view. One might argue that minimalism may ebb and flow as a trend. True. Some brands may adopt it as a lasting aesthetic, while for others, it's a passing phase. But that core point of view must be sustained. It is the thread that keeps the brand consistent over time, differentiating it and making it special, thereby attracting and retaining customers. To thrive in a sea of sameness, brands need not only relevance but also character and consistency.
Brands can cultivate a consistent character through approach to minimalist philosophy in design and/or communication:
Define minimalist design language that carries brand perspective
Minimalism is a design principle that strips the object to their core elements, focusing on form and fabric, balancing practicality, durability and aesthetics. In minimalism, everything is perfectly enough, never overwhelming.
As time has passed, minimalism has evolved, encompassing diverse expressive styles employed by designers and brands to communicate different messages and build their own community. Calvin Klein, a pioneer of American minimalism, is an example with clean, chic design style. The combination of basic silhouettes that accentuate the body, neutral color scheme, sportswear inspiration and provocative imagery has served the brand in expressing its boldness and power of sensual self-expression. Calvin Klein actually invites wearers to find sexiness in everyday essentials through its minimalist approach.
At Khaite, a different approach to minimalism has been developed. It features feminine minimalist designs, strongly utilizing black, white, brown, and beige, often blended with voluminous or fluid draping. This creates a feeling of softness and edginess, romance and power, sensuality and audacity. Its engaging aesthetic conveys the brand's character and Khaite’s “way of looking at the world—confidence in contrast.”
Celine, under Creative Director Phoebe Philo, was credited with defining influential contemporary minimalism, which went beyond basic forms and a limited color palette. The designer, who famously refused to design "three-legged trousers," established a feminist minimalism by balancing femininity and masculinity, classic and contemporary culture, formality and relaxation, building Celine’s signature style and consistent narrative during her tenure. Masculine tailoring, timeless oversized silhouettes, bold cuts, the use of diverse colors alongside primary color scheme, and playfulness of accessories under the design philosophy “to reveal and not to display women” (in Philo’s own words) conveyed the brand’s image of woman: intellectual, confident, with a hidden rebelliousness. A woman who dresses for herself, pursues her passions, and knows how to enjoy life.
Communicate brand’s point of view
While some brands adhere to a design philosophy long-term, a single minimalist approach may be impossible for some mass-market brands. In any case, effective communication is crucial for standing out in a saturated market and creating emotional connection with customers.
It goes without saying that in fashion, visuals speak louder than words. Communicating visually is essential to any fashion brand. Zara (Woman), curating various styles while maintaining a dominant minimalist aesthetic, has maintained a consistent brand image.The brand’s visuals, featuring models of varying ages and races, are consistent in showcasing mature, stylish, modern, and confident working women, reinforcing brand personality and values.
Reformation's "You've Got the Power" campaign successfully conveyed the brand's values. Starring Lewinsky - a symbol of raising one's voice - in a minimal workwear collection, the campaign inspired Gen Z to register for the 2024 election. Its powerful message, perfect fit of spokesperson, and effective execution drove a social media breakthrough and reinforced Reformation's long-term commitment to sustainability and social impact.
Back to Calvin Klein, whose brand DNA is built on a foundation of sensual minimalism and limitless self expression. The commercial featuring Allen White in 2024 has reignited Calvin Klein's brand spirit and performance, bringing it back into the cultural conversation. Of course, the brand needs more than one commercial with an appealing narrative and a powerful influencer to stay competitive.
Calvin Klein Underwear commercial
Crafting a minimalist design language and effectively communicating a brand's point of view starts with a strategic question: Who you are, as a brand? Minimalism matters. Who you are matters more.
© 2020-2024 Narrativ.Design. All rights reserved. The author is the Brand Partner at Narrativ.Design. She has understanding of branding and creative aspects of fashion with a great passion for fast-changing industries. You can reach her at connect@narrativ.design
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