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Why Fashion Is Maxing Out on Minimalism

The Row’s success – including a recent investment from the families behind Chanel and L’Oréal at a unicorn valuation – is the most prestigious example of a rising generation of women-led independent brands that sell minimalist, approachably chic clothes. Some of them have billion-dollar aspirations of their own.
A collage of minimalist chic brands
A new class of women-led brands are cashing in on the minimalist chic trend. (BoF Studio)

Kirna Zabête founder Beth Buccini had never seen a new brand click with her store’s customers so quickly.

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Further Reading

The Row’s $1 Billion Deal, Explained

The owners of Chanel and L’Oréal have invested in American luxury label The Row, alongside Natalie Massenet and Nick Brown’s Imaginary Ventures and Lauren Santo Domingo’s St. Dominique Capital. What will the deal mean for The Row’s unique business?

What Luxury ‘Dupe’ Brands Get Right About Shoppers

Start-ups like Quince and Italic that sell affordable basics made in the same factories as high-end brands are generating massive growth in appealing directly to middle-class shoppers who don’t want to resort to Shein hauls.

Why We Can’t Stop Talking About Khaite

Founder and creative director Catherine Holstein has learned firsthand that with great success comes even greater scrutiny. At her downtown Manhattan office, she opened up about what drives her designs, what’s next for the buzzy label and why she’ll never leave New York.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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