New Fashion Minimalism in an Affluent Society: A Paradigm Shift?
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
During the last several years, a fast growing interest in minimalist chic has been observed among fashion bloggers around the world. Many of them mention being tired of trends, a shift to inner values and a desire for more simplicity as a moving cause. Buying behaviour that is assumed to be sustainable requires a paradigm shift away from unbridled consumerism towards more mindful consumption. Understanding the current minimalist trend is a key to determining if in fact a paradigm shift is taking place, since that would have direct relevance for future fashion business models. This research aims to research and identify the motivations behind the changed way of dressing. It is discussed whether the new aesthetic is an indicator of an actual cultural shift. Finally, real minimalism is differentiated from the phenomenon of “faux-minimalism”. Specific attention is paid to the question whether a more simplistic wardrobe can lead to emotional liberation and increased happiness. 30 fashion blogs associated with minimalist style were observed to gather data that can give insights into the motivating causes for the phenomenon. To answer further questions, eight bloggers were interviewed. The gathered data from both observations and interviews was analysed and showed that the main reasons for minimalist style are both practical as well as emotional. On one hand, the bloggers cited limited space and finite financial resources. On the other hand, they discussed a desire to live a decelerated, simpler, more “authentic” life that prioritizes “being” rather than “having”.
Place, publisher, year, edition, pages
Minimalism, Sustainability, Paradigm Shift, Blogs, Trend
Economics and Business
IdentifiersURN: urn:nbn:se:hb:diva-368OAI: oai:DiVA.org:hb-368DiVA: diva2:838837
Subject / course
UppsokSocial and Behavioural Science, Law