The 90s fashion: the rise of minimalism style, like a golden milestone for fashion styles that have changed drastically.
In the midst of the ‘more is more’ wave, Minimalism emerged as a fashion revolution for the minimalist beauty fanatic and highly practical. The 90s are considered to be an explosive period of fashion diversity. Young people are free to express their personality in a breakthrough fashion language, going beyond the normative frameworks that are considered contemporary standards.
The emergence of Minimalism style at the peak of fashion in the 90s with sophisticated and diverse design combinations brought a new “breath” to this industry. This is also considered a major turning point in the restructuring of the fashion flow in the following years.
The appearance of Minimalism in 90s fashion
The manifesto “Less is more” pioneered by Ludwig Mies van der Rohe has made him one of the monuments of modern minimalist architecture. That statement also became an endless source of inspiration for fashion trends in the 90s. Typically, Miuccia Prada showed her passion for Minimalism in her Ready-to-wear collection. 1998. Minimalist fashion of the 90s reached its heyday with the launch of the first Gucci collection by designer Tom Ford (1996) and Marc Jacobs for Louis Vuitton (1998).
Through the collections, each design clearly shows the spirit of simplicity and neatness to the maximum. There is no longer the sense of madness or wonder brought about by designs that transcend the boundaries of reality and imagination. With the Minimalist style, designers restrain their “ego” and unlimited creativity. They focus on investing in cuts, seams and fabrics to meet minimalist beauty standards. The minimalism of the 90s fashion made fashion houses spend a lot of time and effort on each product to show their creativity and talent. Each design, though simple but still reaching the ultimate level of perfection, will be a testament to the talented craftsmanship of the designer behind them.
Pioneering fashion brands
Calvin Klein made waves in the fashion world when it launched revolutionary minimalist designs in the 1970s and 1990s. Not being fussy or following new trends, Calvin Klein flaunts casual outfits. his day. The brand focuses on the main details, colors and minimizes the redundant details so that the wearer can flexibly combine with other items without worrying about being outdated. Although simple, this brand does not let itself be overshadowed by the luxury of contemporary fashion houses. With the motto “As simple as possible. As unique as possible – Streamline and unique as possible”, this is like the guideline of the fashion house to affirm its simplicity but uniqueness through the collections.
Founded in Hamburg, Germany in 1968, Jil Sander built the minimalist fashion brand that bears his name. For her, the focus on enhancing the materials of the product, emphasizing comfort and practicality means bringing about the same artistic quality that the collection wants to convey. Jil Sander’s neo-minimalist designs focus on sophisticated cuts and precise seams, creating a Jil Sander with a clean Minimalist style that is highly functional for women.
In the ’90s, the fashion of Austrian designer Helmut Lang was the perfect representation of minimalism with its fresh and compact application to clothing. The collections from Helmut Lang are not only dominated by colorful color schemes but focus on the use of neutral, calm, introspective, and genderless beauty.
Although Lang is no longer active under the brand name and turned to become an artist, his achievements and influence have always been an endless source of inspiration for the music industry. Especially in the way that he changed the concept of luxury fashion and brought to the catwalk minimalist and highly functional street designs.