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.

The fabrics of the future

At ANNRO, we devote particular attention to the process of manufacturing our clothes with sustainable fabrics. What has to be considered for the building of a solid value chain by fashion designers? And where do sustainable fabrics come from? Let’s find out together!

When coming to the choice of fabrics, sustainable fashion can be pretty demanding. Everything has to be carefully reasoned and coherently applied in order to minimize the impact both in the social and environmental sphere. Reconsidering the materials used for producing clothes is an essential step towards the introduction of new ethics.

Acting sustainably begins with a conscious sourcing of materials

Achieving an eco-conscious production requires a series of considerations that have to be thought of by the fashion designers; from the extraction or harvesting of the raw material to the textile production and dye-fixing process and the biodegradability level of the fabrics for their future disposal.

Photo by Marianne Krohn on Unsplash

The fibre mostly used for the production of sustainable clothes are cotton and linen. Among them, cotton is said to be the oldest natural fibre existent; not surprisingly, it has constituted the basis for the production of clothes for millennia. With the raising of fast-fashion production, organic cotton has been substituted by its genetically-modified counterpart, the BT cotton. This has ensured an always-consistent availability of the fibre in the fashion market.

Organic is the new black

Slow-fashion production, however, has re-stated the importance of the organic cotton production developed with natural and untreated seeds. Pesticides — usually the cause of a multitude of chronic illnesses — are banned in order to ensure the safeguard of people and the environment. More than linen, cotton can be mixed with chemical fibres, among them polyester which ensures high elasticity and crease resistance to the garments.

GOTS and OEKO-TEX® certified cotton has been the basis of ANNRO’s winter collection 2018–2019. Our stretch sustainable velvet used to create both ANNRO Royal Capsule collection and ANNRO essentialsis provided with the OEKO-TEX® certification ensuring that no harmful chemicals have been used to produce the fabrics.

“We constantly work for improving our value chain”

In order to provide more softness to our clothes, we still use small portions of polyester (up to 20%) to be blended with organic cotton. As great supporters of fashion sustainability, we constantly work for improving our value chain. We do not pretend to claim ourselves 100% sustainable, but we strongly believe in the importance of raising awareness about sustainable and ethical practices among consumers.

“Sustainability and fashion can create something beautiful together”

As ANNRO’s founder, Anne Rosholm Mogensen, puts it: “There are many ways in which you can be sustainable. And you can be sustainable also without being it in every single part of your value chain. What is important is making consumers understand that sustainability and fashion can go hand in hand, and create something beautiful together”.


Fabrics and raw materials

Five Sustainable Fashion Fabrics of the Future