The powerful simplicity of minimalistic fashion

Long Robe Dress in Petroleum, Royal Capsule | Sustainable Fashion by ANNRO

Sustainable, desirable and minimalistic. That’s how ANNRO has been defined by its founder. We’ve already dug into fashion sustainability; now it’s the turn of minimalism. What is it, what does it imply in fashion and what is it for ANNRO?

What is minimalism?

Minimalism emerged as an artistic movement in 1960s in New York. As a direct reaction against abstract expressionism — mostly focusing on spontaneous creation and emotional intensity, minimalist art forces its viewers to contemplate the physical object itself and its properties like light, weight and height. Symbolism and elaborate metaphors are set aside; any fine art value is eschewed to leave room to a symphony of lines and geometrical forms. Materials are attentively chosen in order to ensure that the object is presented exactly as it appears, in its plainness.

Donald Judd, Untitled, 1967 at MoMa

What is minimalistic fashion?

Exactly like in visual art, minimalism in fashion concentrates both on the form and fabric. Minimalist fashion designers usually opt for the repetition of geometric lines, the utilization of unconventional materials and the choice of a monochrome palette. The designs are usually reduced to their essential elements through a process of “reductivism”, which makes the viewer concentrate on the garments’ volume, shapes and proportions rather than on the purpose of the clothing. Since they sometimes do not follow the shape of the human body, minimalist garments contribute to defy the sexualization of the female body, thus promoting a genderless, ageless and weightless style.

Tze Goh, 2012. Photo by Ross Shields

Minimalism and ANNRO

ANNRO represents all this to such an extent, that we can state that minimalism is strongly inherent to it. The purity of the lines together with the meticulous attention to aesthetic expression as well as the choice of following an ethical path evidently makes the brand stand out.

As a project that stems from simplicity but conveys meaningful messages — especially about eco-consciousness and the valorisation of beautiful designs, ANNRO’s style appears to sum up what Donald Judd defines as “the simple expression of a complex thought”, when he talks about the minimalistic art.

So, if it is true that there is beauty in simplicity, ANNRO is certainly the right choice.

ANNRO: Behind the Seams

ANNRO: Behind the Seams

I have recently interviewed our dejlige designer Anne Rosholm, the creator of ANNRO, to find out more about the world of the brand.

10.02, Nørrebro. I walked into Andersen & Maillard, one of the coziest coffee shops in the Nørrebro area in Copenhagen. The smell of coffee and fresh-baked pastries was incredible. I might let the kanelsnegle at the counter tempt me, but Anne’s waving made me go back to reality. So, there she was! Anne — wearing her most adorable smile. She was wearing a piece of black sustainable velvet clothing from the ANNRO ROYAL capsule.

I know Anne enough to understand when she is a bit nervous and, indeed, she was. So I tried to reassure her in front of a good cup of coffee…and with a dose of “no worries, easy questions!”.

Livia: “Hello Anne! So, can you explain to us how the idea of creating ANNRO was born?”

Anne: “I’ve wanted to become a fashion designer since I can remember, and the idea of launching my own brand has always been on my mind (smiling). So, after my graduation in Trend and Design Strategy at KEA, I decided to actually go for it, follow my dream and start creating ANNRO. I will not deny that the fear was real at the beginning”.

Livia: “Fear? Why? What were you afraid of?”

Anne: “I think that a lot of entrepreneurs begin their journey with a fear of failing, and I was no exception. When you start a business with something that lies very close to your heart, it becomes a fragile process. Though as soon as I got going — and failed a few times — I realised that this is all part of the process. I have no intention of giving up on this dream, no matter how many times I have to fail to succeed”.

Livia: “That’s great! I’m very happy to hear that. What would you say is the main mission of ANNRO?”

Anne: “ANNRO stems from the idea of finding a way to create designs that are desirable not only because they’re sustainable, but also because they’re beautiful. Combining fashionable designs with sustainable materials is the essence of ANNRO for me — and on this lies its mission, I would say”.

Livia: “Yes, about that, I see more and more emergent brands choosing to embrace sustainability. Why did you choose the sustainability path for your brand?”

Anne: “I think sustainability should be a given for all businesses and brands worldwide. We have to think about ways to exist that don’t affect nature and humanity negatively — or at least try. I chose the sustainable path for ANNRO essentially because I really want to make a difference and give the fashion industry an opportunity to improve itself — or even redeem”.

Livia: “You are referring to the consequences of fast-fashion production. Aren’t you?”

Anne: “Yes, I am. The fast-fashion industry is such a huge market. Many consumers are not aware of what might be behind a 30 DKK t-shirt. In most cases, it is damaging both to the environment and the workers on a global scale. I want to change the attitude of consumers towards being more conscious about what they wear. We often forget that we can actually change things, if we want to — and raising awareness about new sustainable alternatives in the world of fashion has become one of my pressing concerns”.

Livia: “That’s great, Anne. Really, I think that’s very noble. Now, a request: three adjectives to define the style of ANNRO’s creations…”

Anne: “Well, I would say the style of ANNRO is conscious, comfy, and high-quality, and if I can add one more — minimalistic.

Conscious: goes without explanations. As I told you earlier, this was a given for me since the very first moment I decided to launch my fashion brand. If sustainability is the future and we can choose to wear our future, why not do that? (smiling).

Comfy: personally I hate wearing clothes that is scratchy or too tight. Oh my God, can you stand that? ’cause I can’t! (laughing). So I really want my creations to be beautiful and comfortable to wear at the same time.

High-quality: well, all the garments I create go through an iterative process of sending samples back and forth between me and the sewing room in Poland — sometimes I actually might send it back 4 or 5 times with corrections before approving the final sample. Everything has to be perfect, you know? And especially in the stage of sourcing materials, I always look for certified fabrics that have been made without chemicals, which is better for nature as well as for our bodies when wearing them.

Minimalistic: as far as possible, I try to create designs that have a minimalistic look in terms of not using too much trim, such as zippers, buttons, etc. This is mostly to minimize the risk of anything breaking or falling off, and thereby prolonging the life span of the garments — but also to make the garments’ recycling process easier”.

Livia: “Alright. Well, Anne, this is the very last one. We are really curious about ANNRO summer collection. Please, tell us a bit about that!”

Anne: “I don’t want to give away too much just yet, but I can tell you that I have been working with a super-soft bamboo material and all the designs for the new collection are going to be very light and flowy. Hopefully this is going to be a great mixture for the perfect summer styles”.