They’re just no longer trying to impress anyone. Every few years, fashion announces the end of something foundational.
Minimalism. Neutral palettes. Familiar silhouettes. Skinny jeans. Quiet luxury. Simplicity. And the list goes on…
Right now, the prevailing narrative is that “more is more” is back – bold colour, maximal styling, visual noise – and that anything pared-back is somehow tired or outdated. I understand where this narrative comes from, I just don’t agree with it.
Not because individuality doesn’t matter – it does – but because what’s being discussed here isn’t a trend. It’s a way of dressing. And ways of dressing don’t disappear simply because fashion gets bored.
Timeless dressing was never trend-led
Quiet luxury, minimalism, the less-is-more approach – these were never designed to be momentary. They are not aesthetics built on novelty or visibility. They are strategies.
Women who dress this way aren’t participating in fashion cycles; they’re deliberately stepping outside of them. They prioritise proportion over spectacle, longevity over excitement, and coherence over attention.
And that is precisely why this way of dressing keeps being declared “over”.
What’s really happening: fashion’s need for noise
What we’re witnessing now isn’t the death of minimalism – it’s a reaction to saturation. Bold colour, maximal styling, exaggerated silhouettes and unexpected combinations perform exceptionally well online. They stop the scroll. They create debate. They signal novelty.
Restraint doesn’t do that. It rarely shocks. It rarely trends. It simply works.
And in an industry that relies on constant reinvention, “working” quietly isn’t enough.
Visibility is not the same as adoption
Fashion has a habit of confusing exposure with inevitability.
Declaring the return of maximalism – or the end of quiet luxury – creates urgency and authority. But real wardrobes don’t evolve at the same speed as trend reports.
Chic women do not suddenly abandon what flatters them, what suits their lives, or what reflects who they are because an editor or influencer has moved on. They never have.
Fashion-forward vs well-dressed
This is where the conversation often gets muddled. There is a difference between being fashion-forward and being well-dressed. One chases novelty; the other builds consistency over time.
Fashion-forward dressing is visible and exciting. Well-dressed women are selective. They edit. They repeat silhouettes. They invest slowly. They are rarely in a hurry. And crucially, they don’t confuse noise with style.
A personal example – and why I’ve never changed course
I started MERCER7 in 2016 with a very clear ethos: timeless pieces, a capsule wardrobe approach, and a considered, minimal aesthetic – designed to make shopping easier for busy women.
At the time, hardly anyone was talking loudly about capsule wardrobes. I could count on one hand the creators and publications genuinely pushing that idea. Growth was slower than for those riding trend cycles – and at times, I questioned whether consistency meant being boring.
Meanwhile, many creators who are now synonymous with minimalism were, back then, building feeds full of colour, novelty, and maximalism. When minimalism later became the trend, they pivoted – intelligently – and rode that wave just as successfully.
That isn’t criticism. It’s strategy. And it works.
But I never changed my aesthetic. My growth was slower, yes – but it was steady, intentional, and aligned. And the people who found MERCER7 were never looking for trends. They were looking for clarity, longevity, and ease.
I have no regrets.
What is actually changing
If we’re being precise, minimalism itself isn’t fading. Copy-and-paste minimalism is.
The beige uniform worn without thought.
The same silhouettes repeated regardless of body, lifestyle, or context.
Minimalism treated as a look rather than a philosophy.
What people are really responding to isn’t a desire for excess, but a desire for character. And character doesn’t require chaos – it requires intention.
Minimalism with depth will always outlast maximalism without meaning.
Why this conversation keeps repeating
Fashion has a short memory. Women don’t.
Every generation revisits the same tension: expression versus elegance, novelty versus longevity. And every time, the industry declares one side obsolete.
But women who dress well – truly well – have always existed just outside that conversation. They are rarely early adopters. They are rarely loud. And they are rarely wrong.
The truth, plainly stated
Quiet luxury, minimalism, and the less-is-more approach are not dying.
They’re simply no longer performing for algorithms.
And while trends will continue to rise, fall, and shout for attention, there will always be women who choose restraint, consistency, and intention – not because it’s fashionable, but because it works.
That kind of style doesn’t disappear.
It endures.
How to bring individuality to a minimalist wardrobe (without losing simplicity)
Minimalism doesn’t mean uniformity. It means intention. And individuality shows up in the details – not the noise.
A few simple ways to make a pared-back wardrobe feel personal:
- Silhouette over trend
The same neutral pieces look entirely different depending on cut, proportion, and how they’re worn. - Texture instead of colour
Linen, wool, silk, leather, cashmere – interest doesn’t have to be loud to be felt. - A signature element
A watch you never take off. A specific shoe shape. Jewellery worn the same way, every day. - Repetition, not reinvention
Wearing the same combinations regularly is often what creates a personal style. - Fit and finishing
Tailoring, fabric quality, and how clothes move matter far more than how many pieces you own.
LOOK 1
This look proves that silhouette matters more than trend. The interest comes from contrast in proportion, fluid layers against sharp structure, rather than anything seasonal.
Instead of colour, it relies on texture: denim shirt, fluid trench, polished boots. The eye moves quietly, not loudly.
The silver jewellery and sunglasses function as a signature, not a statement, pieces that could appear every day without explanation.
It’s a uniform built on repetition, elevated entirely by fit, drape, and finish. Minimalism works when quality is doing the talking.
Links listed below:
Anine Bing denim shirt, £300.00
Mint Velvet black layering top, £39.00
Rosie Fortescue earrings, £100.00
Bottega Veneta tote bag, £4,340.00
Leset stirrup leggings, £185.00
The Frankie Shop trench coat, £550.00
Zara kitten heel knee high boots, £59.99
Saint Laurent sunglasses, £175.00
LOOK 2
This set is a year-round staple in my wardrobe, versatile enough for winter or summer, and easy to wear together or separately. The pattern adds depth without overwhelming the silhouette, reinforcing that modernity comes from cut and proportion, not novelty.
The palette stays restrained, letting wool, knit, and leather create interest instead of colour.
A watch and oversized tote act as personal constants – signature elementsthat ground the look in consistency.
This is quiet luxury through repetition: the same formulas, worn often, refined over time. The precision of the tailoring makes everything else unnecessary.
Links listed below:
Mango oversized wool coat, £139.99
Toteme ribbed mohair jumper, £450.00
Saint Laurent bea leather tote bag, £2,800.00
Astrid & Miyu gold studs, £70.00
LOOK 3
Fluid outerwear paired with a clean base shows how proportion alone can create authority. Nothing here relies on trend.
Warm neutrals stay compelling through material contrast – dense wool, soft knit, smooth leather.
Gold hoops, sunglasses, and a specific boot shape repeat again as identity markers, not styling tricks.
This is minimalism at its strongest: a familiar combination, worn repeatedly, elevated by fabric quality and exact fit.
Links listed below:
The Frankie Shop trench coat, £625.00
