Minimal is Indonesian brand founded in 2003 and they’ve grown to 75 stand-alone stores that exist in 33 cities in Indonesia. They provide on-trend fashion with premium quality, yet still maintain their affordable pricing. If previously I’ve always associated Minimal with a more office attire and mature look, this image has been slated clean with their holiday 2012 collection and especially when I have the chance to preview their Spring 2013 collection. Their collection have really grown to something that is very up to the season, vibrant, sleek and beyond what I had previously in mind for Minimal. Of course the understated clean look is still there, but there is also an upbeat feel about this season’s collection, especially with the Gold collection that really feels luxurious. Gold is an exclusive line that offers Minimal customers with what they call affordable luxurious collection – which means, they’re still priced at below IDR 800,000 despite the expensive feel to its looks.
What about the Spring 2013 collection? All I can say is that I can’t wait for them to hit the stores! It should be any day now. They’re very vibrant because of the injection of bright colours and refreshing prints, but still maintaining the feminine casual look of Minimal that is also sleek. You will see this season’s signature trends all over the collection – contrasting collars, plackets, peplums, sequins and sheer. My favourite part is their interpretation of the denim on denim look as well as the classic white shirt which will be big this season.
For this season’s Gold collection, the inspiration comes from the mix of Indonesian and Chinese cultures translated into the prints of the collection combined with silhouette such as dipped hem skirt, peplum as well as Chinese collars.
The Spring 2013 collection will be available in store from the second week of January 2013 and also through their website www.minimal.co.id.
Lynn Hon, Designer and spoke person of Minimal in minimalGold dresses
The minimalGold collection that shows the strong Chinese heritage combined with Indonesian
Bright coloured pieces are definitely a must-have for this season!
The mini denim collection made of lightweight material that is perfect for our weather
Some of the key looks for Minimal Spring 2013 collection
Minimal also offers accessories, shoes and bags to complete your whole look