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.
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.
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.