First View Milan Womenswear SS2013: Pure Now

We open our Milan survey with a statement of minimalism and purity. Simplicity and geometry in contours and lines are sparked with reduced surprise and understated fun. Open and subtle graphic patterns, or most plain with volants, florals and dots. In simple and sharp basic white, grey and black or plain, vibrant and colorful.

It is striking that this exercise of the clean and serene, this excellence in manufacturing, seems too empty for designers and reviewers to label it just graphic and pure. They stress to look for a deeper meaning and search for the soulful, sentimental and personal. This is a noble attempt to design the now and tomorrow, detached from false sentiments of nostalgia.

Gucci shows aristocratic purism, Prada adds soul by making the graphic all tender an personal, Fendi deletes the logo’s to show clean integrity in reduced tailoring where Jil Sander celebrates the pure in light, fresh and pristine looks.

We like to label this as surprisingly gorgeous reductivism.

Stylespot is a collaboration with Stijlinstituut Amsterdam