Friends who like to toss about fashion know this phenomenon:

Fashion culture is a cycle, and the styles that are still very popular this year will suddenly fall behind next year; Or the old-fashioned design that was spit out a few years ago suddenly caught fire again.

rummaging through clothes that I didn't wear a few years ago in the closet may just be the current explosion.

Sometimes complicated fancy styles are popular, such as Baroque and Sicily. The decoration should be as fancy as possible, and the details should be as complicated as possible.

Sometimes minimalist styles suddenly become popular, except black and white. They are as simple as they are, and even refined to the point where you can't even distinguish between tops and trousers.

Friends who play photography all know the saying,

-photography is subtraction.

I remember that when I first came into contact with SLR cameras, I was shocked by the large format of wide-angle lenses and went out to shoot scenery every day.

Later, I was moved by the blur effect of telephoto, and I went out to take pictures with telephoto every day, and the background was as empty as possible.

When I was having fun, I thought I couldn't be awesome, but I was severely educated by the old bird:

When photography reached a stage, I began to abandon all gaudy elements and started subtraction.

A casual look at the history of western art shows that:

Since the early Renaissance in the 14th century, European painting has been constantly innovating the old-fashioned painting mode of Byzantium; The technique is becoming more and more exquisite, and the composition is becoming more and more grand. It seems that "beauty" should be interpreted to the extreme.

Since the academic school in the late Renaissance in the 17th century, it has gradually abandoned those complicated, grandiose and luxurious elements.

It seems that aesthetics has also taken a road from simplicity to complexity, and from complexity to simplicity.

Of course, if we want to talk about aesthetic minimalism, then we in China have more say.

Chinese painting never pays attention to those complicated details; Pay attention to blank space and artistic conception.

White paper and black ink, a few strokes, or majestic, or calm as water,

Although it is not exquisite, it has endless charm.

At this point, friends should have an impression of minimalism.

The so-called minimalism is not simple, but a process from simple to complex, and then from complex to simple;

is a process of adding from scratch and then subtracting;

it is a process of two, three, and three things in one life, and all laws are unified.

Only after experiencing the transformation after prosperity will we find that the ordinary is the only answer; If you haven't reached the peak, then ordinary is just ordinary.

The brand that Jojo wants to share this time is the representative of minimalism in fashion design-Theory.

let's see how THEORY interprets minimalism rather than simplicity.

Minimalism is not simple at all. The master's works look similar to the children's graffiti, but they are far from each other.

there is an essential difference between a random "one" and a tempered "one".

Brunello Cucinelli's storefront design has been introduced before, which is always light khaki, giving people a warm feeling;

And the storefront of Theory is this kind of black, white and gray tone, which makes people feel as if they are in a dreamy black and white world.

There are few exaggerated designs or colors in the clothes in the store.

The whole gives people a feeling of harmony but not monotony, simplicity but charm.

This is a postmodern aesthetic, and at the same time it conforms to the artistic conception of China's traditional freehand brushwork ink painting. Isn't it amazing?

Theory was founded in 1997 by Andrew Rosen and Elie Tahari, an Israeli-American designer.

Based on the design theory of "simplicity and elegance", I hope to integrate my personal taste, temperament and elegance into sexy and neutral design.

ELIE TAHARI later founded her own brand by herself after the share transfer, which was once a favorite brand of Jojo. In the past few years, ELIE TAHARI was often seen in luxury department stores, but it is rare in recent years. Although the brand is still there, most of it has been taken over by bankruptcy.

There is another brand called TAHARI in the market, and I don't know if it is the secondary line of ELIE TAHARI. I feel that the design, materials and quality are worse than ELIE TAHARI.

In 23, the two founders of Theory transferred most of their shares to Japan's Link International Company and Fast Retailing Co

So Theory/ Hilary is actually a brand controlled by Japan, designed by new york and made in China.

Nowadays, manufacturing in China has become more and more high-end, but Made in Chine was basically synonymous with cheapness more than 1 years ago.

At that time, all major light luxury brands basically focused on European production, and Theory, one of the few light luxury brands made in China, even so, could not shake its position in the eyes of fashion powder.

combined with the previous introduction about the aesthetics and holding of Theory, we can probably understand why Theory has been made in China all the time.

Probably, the traditional aesthetics of East Asian cultural circles and the minimalist style of Theory have produced a * * * sound in China.

When Jojo first came into contact with Theory, she often compared him with another light luxury product, Hugo Boss.

They have similar positioning, similar price, similar design, similar tailoring and similar workmanship.

In terms of fame, Hugo Boss seems to be even bigger.

Later, it was discovered that the difference between Theory and Hugo Boss was just a toss-and-turn, which made everyone love Theory more than Hugo Boss.

For example, the fabric of Theory is always 97% cotton +3% spandex (note: the composition of spandex will also change between 3% and 8%), but the comfort and sexiness brought by that 3% spandex is decisive.

Jojo is a retro powder. Usually, she likes to watch various crafts when choosing clothes.

Washing, grinding, patching, making old, hand polishing, Indigo dyeing, printing, and so on.

the more complicated the process, the better.

Theory/ Hilary is an exception. The clothes of Theory, whether tops or trousers, look very ordinary, with a single color and simple tailoring, and nothing special can be seen.

But as soon as I saw the logo of Theory, I knew that the upper body of this dress would look good.

Because the craftsmanship of Theory is not superficial, but deep inside.

sometimes it's hard for us to understand why a simple white shirt has such a different effect.

That's because minimalism is not simple, and it needs to go through a process from simple addition to complex, and then from complex subtraction to simple. This process can ensure that the rest must be the best.

the minimalism of the theory is based on the well-honed aesthetics, the carefully selected fabrics are bones, and the exquisite tailoring and production are shaped;

only in this way can we do it.

Just like a person who likes to collect, he has collected all kinds of treasures all over the world, but in the end he can only leave one, so the one left must be the best; And if you only have one from the beginning, it's just an ordinary one.

As Pu Shu sang,

Everything I once owned

vanished in a flash

I was disappointed and lost all directions

until I saw that the ordinary was the only answer

Then I went to look for the ordinary, which is the essence of minimalism.

Aesthetic Journey

Discover beauty, have beauty and enjoy beauty

Let's build our beautiful life together.