1. The document analyzes the emergence of maximalism in fashion in the 21st century. It discusses several reasons for this trend, including economic conditions, rejection of minimalism, emotional and political factors, and runway influences. 2. Minimalism had dominated for some time but began to be seen as restrictive, while maximalism allows more creativity and self-expression. Political unrest may also lead people to express individualism through bold, maximalist fashion. 3. Runway shows by designers like Alessandro Michele at Gucci featured very maximalist, patterned and embellished clothing that influenced the shift away from minimalism in fashion over the last decade.

1. Case Study : Reasons behind emergence of maximalism in
21st century
By Jesna Johny , MFM, NIFT
jesnajohny9@gmail.com

2. Minimalism : Less is more
Maximalism : More is more
• Brave Colors
• Texture and Patterns
• Embellishments
• Motif
• Balance
Beauty of Excess
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4. 4
Case Study : Reasons behind emergence of
maximalism in 21st century
1. Economic Conditions
2. The rejection of minimalism
3. Emotional factors
4. Political Environment
5. Runway Influence

5. 5
1. Economic Conditions
“ this whole idea
that fashion is a
reflection of the
economy is a
misnomer. It would
be more accurate to
say fashion and art
are as much as part
of living history as
economy is ”
- Valerie Steele
• The stock market crash of 2008 occurred on sept-29
• Prior to the financial crisis of 2008, fashion on the
runway could be described as “maximalist”.
• As a reaction to the stock market crash, designers
and labels wisely turned towards minimalism and
the “recessionista” mindset was applauded.

6. 6
2. The rejection of minimalism
“When the
only goal is
minimalism
you eventually
end up
nothing”
-
Jason Miller
→ The rise of maximalist fashion is also a reaction
against the long reign of minimalism.
→ Minimalism - It was revolutionary and challenged
ideas of defined sexuality and glamour.
→ Minimalism is very destructive, in the sense that
it leaves no space for creativity and self-
expression, or experimentation and invention.

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8. 3. Emotional factors
• Individualism and self
expression are the key of
maximalism
→ Maximalism is a form that
shows our desires to
materialistic things
→ At the heart of materialism
is one simple deal: more,
People want more from
life not less
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9. 4. Political Environment
• Politics have a
complementary
relationship with the way
people dress.
→ “As the world and political
climate seeks to increasingly
control the way we live, we
can still act out against the
establishment through the
way we dress”
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10. 5. Runway Influence
• The new minimalism had
Philo at its head, this
movement’s leader is
Alessandro Michele, the
creative director at Gucci.
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11. Movie:
Confessions of a
Shopaholic
Directed by P.J. Hogan
Sophie Kinsella : Book
Isla Fisher : Rebecca Bloomwood
Hugh Dancy : Luke Brandon
Krysten : Ritter Suze
Stylist : Patricia Field
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12. Thank You
Source of data and images - Internet