Over the last few seasons, it has become clear that simplicity is having another moment in the spotlight, in no small part thanks to the designs of cult brands such as The Row, Jil Sander, Lemaire and Gabriela Hearst, who are fronting minimalism 2.0. Add to this the fact that shoppers are wanting to invest in pieces that last for budgetary, ethical, and sustainable purposes, and you’ve got the perfect storm for purists.
“As we approach each season, we look to our six muses: the fashion pioneer, the warrior, the free spirit, the curator, the romantic and the purist,” explains Natalie Kingham, Buying Director at MatchesFashion. “The Purist opts for a minimalist style with a sleek, functional edge, and this season, we noticed a new mood for clean, monochromatic elegance on the runway. This back-to-basics approach to wardrobing reinforces the pieces that matter—the clean, modern staple items that become the building blocks for the ultimate wardrobe.”
:quality(85):upscale()/2025/05/19/981/n/1922564/93076eb0682bb18c994e06.89379902_.png "What to Wear to Lady Gaga’s Mayhem Ball Tour"){kind=small}
:quality(85):upscale()/2025/05/23/715/n/1922564/1e63d6e168309df259d956.72331408_.png "21 Best Memorial Day Clothing Sales 2025"){kind=small}
