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Reduction to essentials through clean lines, neutral colors, and quality over quantity. Less is more as a lifestyle philosophy.
Fashion minimalism has roots in 1960s modernist design and Japanese avant-garde designers like Rei Kawakubo and Issey Miyake. It resurfaced strongly in the 1990s through Calvin Klein, Jil Sander, and Helmut Lang, and again in the 2010s with Scandi brands like COS and Acne Studios, championing the idea that restraint is the highest form of elegance.
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