Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
New Fashion Minimalism in an Affluent Society: A Paradigm Shift?
University of Borås, Faculty of Textiles, Engineering and Business.
2015 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

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
2015.
Keywords [en]
Minimalism, Sustainability, Paradigm Shift, Blogs, Trend
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-368OAI: oai:DiVA.org:hb-368DiVA, id: diva2:838837
Subject / course
Fashion management
Uppsok
Social and Behavioural Science, Law
Available from: 2015-07-03 Created: 2015-07-01 Last updated: 2015-07-03Bibliographically approved

Open Access in DiVA

fulltext(4126 kB)12352 downloads
File information
File name FULLTEXT01.pdfFile size 4126 kBChecksum SHA-512
fe6b093ce0ec514e702d2deec5cafb248429d7cb9b20463c8504ff49ee27f60776df7a7c9fa146da5cc550a768e10232fe257cc920a0a880d19dcc3bec88997d
Type fulltextMimetype application/pdf

By organisation
Faculty of Textiles, Engineering and Business
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 15670 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 11786 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • harvard-cite-them-right
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf