The 2010s / The Row’s Minimalism

Believe it or not – I can’t! – but we’re heading towards a new millenium. So, how do you choose the most important collections, designers and labels of the decade? The ones that made an actual impact in the 2010s? Well, it’s not an easy task. It all began in September 2009 with New York’s spring-summer 2010 shows and ended when the autumn-winter 2019 haute couture shows wrapped in Paris. Few thousands of shows, by the way. There will be 19 posts (that’s really the only possible minimum!) reminding about the best – and if not the best, then strongly influencing – moments in fashion.

The Row‘s minimalism.

Looking back at the 2010s, it seems to me that Mary-Kate and Ashley Olsen are the ultimate owners of minimalism. With their sensivity for top knotch quality and craftsmanship, it’s no surprise that The Row is globally renowned among the richest women who, rather than drown in Gucci, have similar preference for clean lines, the comfort of soft cashmere and well, have nowhere else to go since Phoebe Philo left Céline (ok, there’s Lemaire, Jil Sander and Bottega Veneta, but… still, they choose The Row). Their collections don’t surprise, but warm your heart. Coats of the most perfect volume and silhouette. An over-sized ecru turtleneck-dress from the best alpaca yarn you can imagine. Masculine tailoring, beauutifully sculpted at the waist. Timeless, crisp shirting that’s getting better and better while wearing it. Eveningwear that’s pure refiniment and elegance without even one embroidery or print. You don’t expect newness with The Row, except for some unexpected lining detail or an antique embellishment on the bags – so, basically details you will notice only when the clothes arrive on the rack. Other than incredible collections the Olsens staged in New York (and in a French chateau that’s 45 minutes outside Paris back in 2015), the sisters created some of the most beautiful retail spaces (see them here) and an equally magnificent menswear line.

Collage by Edward Kanarecki.