#simone bellotti

jil sander fall 2026, look 4

I also doubt that this so-called 'return to the roots' is really going to work out in 2025, as a whole lot of brands are doing austere and strictly functional (read ultra boring) fashion nowadays, thanks to the high demand on 90s minimalism. Yes, despite the fact that Jil Sander was the original 90s minimalist, the brand will get lost in a market oversaturated with sterile and pragmatic fashion. Even though the Meiers' tenure at Jil Sander got increasingly boring towards the end, like them or not, they revived a brand that people no longer spoke of.

Furthermore, Jil Sander and Calvin Klein were groundbreaking in the 90s only and only due to a historical context: A counterreaction to 80s maximalism and excess. It was a new thing back then, but it is definitely and especially NOT a new thing now, not after the recent Phoebe Philo led 2010s minimalist movement, which was an actual evolution by integrating subversive elements to otherwise cold and clinical designs.

This is why I wholeheartedly fail to understand this generation's sudden obsession with 90s minimalist fashion, as most of it is what we call 'basics' ever since. Fashion, like any visual field, always evolves and so did minimalism since then. To illustrate this silliness, imagine 90s youngsters (like me) demanding André Courrèges' and Pierre Cardin's 1960s minimalist Space Age fashion back then only to completely ignore Helmut Lang and Margiela.

JIL SANDER SPRING 2026 RTW

GUCCI SPRING 2026 RTW