In today’s consumer-driven society, the rise of sustainable minimalism is a crucial trend. However, corporations seize upon the idea of the ‘minimalist aesthetic,’ opportunistically manipulating the trend to increase consumerism and boost profits. The mindset of minimalism involves a commitment to owning less, and consumer-conscious decision-making regarding the purchasing of excess items. The idea of minimalism is based on a rejection of the superficial excess of mass consumerism within the capitalist economy. The manipulation of minimalism as a trend by corporate entities has allowed for the fundamental moral principles of minimalism to be overlooked. The minimalist aesthetic consists of adhering to various performative practices, including dressing in neutral palette-beiges, whites and grays and having no visible clutter with minimal distractions.
The minimalist concept of owning less naturally intersects with the moral principles of sustainability (Dowding). Although many minimalists are environmentally conscious, some may be contributing more trash to landfills than non-minimalists (Mitchell). This may stem from environmentally detrimental choices, such as engaging in extensive one-time decluttering of items, the consistent disposal of non-essential items, or the endorsement of unsustainable brands (Mitchell). Sustainability encourages individuals to question the companies they engage with, recognizing that their consumption not only impacts the environment, but also reflects a support for the ethical values upheld by the chosen company.
Capitalism has monopolized on minimalism as an aesthetic, supporting a superficial performance rather than the core moral principles. Capitalism often causes the commodification of trends, and profits off of minimalism using marketing and production strategies. Certain companies use branding to monopolize on minimalist designs and re-encompass their image to highlight simplicity and modernity. This encourages individuals to conform to the aesthetic of minimalism, while purchasing the brand which promoted it.
For example, major brands such as Aritzia may advertise a sustainable-minimalist aesthetic with their plain, timeless clothing items, but consumers should consider that their purchases indirectly support the brand’s practices as well. Aritzia invests in premium fabrics and materials enforcing their clothing’s longevity and promoting a “buy-less-but-buy-better philosophy” (Mbacke), However, the brand does not provide details on its supply chain and does not announce a clear strategy for the end of a garment’s life. The brand also uses the practice of combining synthetic and natural fibers, affecting their ability to be recycled. It is important to recognize that a brand’s promotion of minimalist aesthetics does not equate the aligning of their practices with minimalist morals.
It is crucial to align oneself with the moral codes integral to genuine sustainable minimalism, rather than merely adhering to its aesthetic. By solely following the aesthetic, we are supporting overconsumption, going against the sustainable ideals at the core of minimalism. Minimalism as a moral code is crucial to reinforce mindful consumption, encourage financial responsibility, and ultimately recognize the ethics of one’s consumerism. The embrace of sustainable minimalist ideals encourages a holistic approach to living with intentionality, and a commitment to sustainable values that extend beyond the material realm.
Works Cited
Dowding, Jessica. “Is Minimalism Really Sustainable? 3 Powerful Ways You Can Embrace Eco-Minimalism.” Lochtree, Lochtree, 22 Oct. 2021, lochtree.com/blogs/blog/is-minimalism-really-sustainable.
Mbacke, Mouhamad. “Is Aritzia Fast Fashion?” Gabe Clothing, 1 Sept. 2023, gabeclothing.ca/blogs/building-a-clothing-brand/is-aritzia-fast-fashion#:~:text=While%20Aritzia %20has%20made%20steps,ensuring%20a%20lower%20environmental%20footprint.
Mitchell, Ryan. “How Sustainable Is Minimalism?” The Tiny Life, 3 Jan. 2023, thetinylife.com/how-sustainable-is-minimalism/#:~:text=The%20saying%20%E2%80%9Creduce%2C%20reuse%2C,help%20you%20live%20more%20sustainably.
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