In the world of fashion, where luxury and extravagance often reign supreme, a subtle yet significant shift is taking place. The era of “more is more” is quietly giving way to a more understated, minimalist aesthetic, championed by the likes of Hailey Bieber, Kendall Jenner, Emma Chamberlain, and Kaia Gerber, among others. They, along with many non-celebrities, are embracing a new wave of contemporary, minimalist brands that have emerged over the past decade, such as Anine Bing, Toteme, The Frankie Shop, and Raey. These brands are redefining the concept of wardrobe staples and are enjoying substantial success, with The Frankie Shop reporting over $40 million in net sales for 2022 and 100 percent year-over-year growth.
Hailey Bieber’s Capsule Collection
Hailey Bieber, a style icon who presumably has access to an endless array of designer clothing, surprised the fashion world when she decided to channel her design talents into creating double-breasted overcoats, long-sleeve tees, and pleated trousers. Her collaboration with Wardrobe.NYC came about because she, too, felt the need for “forever go-to essentials,” as she explained to Net-a-Porter. Her choice reflects a growing trend among fashion-forward individuals who seek simplicity and versatility in their wardrobes.
The Frankie Shop: Elevating Basics
One of the pioneers in this minimalist movement is The Frankie Shop, founded by Gaëlle Drevet. She recalls, “I didn’t think I could sell a white T-shirt, but apparently I can.” The brand’s mission was to cater to women who desired a polished yet effortless look without succumbing to clichéd business attire. This desire for a fresh take on business casual is shared by many, including Indya Brown, a fashion editor at Who What Wear. She notes that as she entered her thirties, she realized the importance of looking put-together, not necessarily through flashy designer pieces but by choosing well-crafted essentials.
The New “Businesswoman Special” Look
If the era of girlbosses wearing high-waisted jeans, crewneck sweatshirts, and soft blouses while conquering the corporate world is waning, its spirit lives on in fashion. A new generation of young women is embracing the “businesswoman special” look, characterized by boxy blazers, button-down shirts, and slouchy trousers. The versatility of these pieces allows them to seamlessly transition from work to leisure, symbolizing a modern approach to practical uniform dressing.
More Than Basics: Timeless and Effortless
While these brands offer what may appear to be basic clothing, they are far from ordinary. Olivia Gentin, COO of Anine Bing, describes their appeal as “timeless and effortless.” What sets them apart are the meticulous details that differentiate their offerings from traditional menswear or classic outfitters. The Frankie Shop’s best-selling white T-shirt, for instance, features drop armholes and shoulder pads for a sharp silhouette reminiscent of Grace Jones. Oversized silhouettes are a common thread among these brands, offering a sense of luxury and unique movement that has resonated with consumers.
The Appeal of a Practical Uniform
These minimalist brands have tapped into the concept of a practical uniform. In a world where designers release multiple collections each year, decision fatigue can be overwhelming. Jess Graves, editor of the newsletter The Love List, notes that people naturally gravitate towards uniform dressing. These brands make it easy to add to one’s collection, with items like blazers available in new colors each season. The result is a wardrobe that is both versatile and sustainable, reducing the need for constant wardrobe turnover.
Mix and Match: A Modular Approach
The modular approach to dressing has gained popularity in this hybrid era. With an Instagram wardrobe and a daily life wardrobe, individuals can effortlessly mix and match pieces for different occasions. Brands like The Frankie Shop add trendy elements to classic styles, allowing wearers to feel presentable yet stylish in their everyday lives. As fashion’s environmental impact comes into focus, the timeless nature of these styles ensures that consumers will keep them in their closets for longer.
Dressing for the Life You Have
Ultimately, the rise of the modern minimalist wardrobe is about dressing for the life you have. It’s about finding a sense of style and comfort in the everyday. As Jess Graves eloquently puts it, “I think of it as having a well-stocked bar or pantry. If you have good base ingredients, then you’re always going to be able to whip something up.” In a world that often celebrates excess, these minimalist brands offer a refreshing alternative, where less is more, and simplicity is the ultimate form of sophistication.
