Fashion creation is all about transforming the basics.

Art and fashion have always been contaminated by the inspiration brought from the four natural elements. Since prehistoric times people have created forms of art using the power of water, fire, air and earth. Painting, music, sculpture and drawings are only some examples.
At the same time creativity has allowed men to express themselves and communicate, bringing together what was a natural primordial instinct with a new somehow useless aesthetic function.

That is exactly what happened to fashion: from a very primitive role of covering the body, it has been brought to a glamorous purpose.

As in creative inspiration, there are four basis around which all the fashion history has developed: color, line, silhouette and texture. 
Designers can promote a strong message using a specific color in their collections, as well as the line of garments identifies their style. Silhouette is strictly related to the popularity of a particular type of woman: lately we went from the romantic beauty to the gender less approach. Finally texture is the real distinctive and trend setting element of the overall.
Brands who are looking back at the origins and try to respect the harmony of the four are tagged as minimal. 

One of the first revolutionary figure in this sense has been Martin Margiela, who based his work on the art of deconstructing the symbols that fashion established until the 80s.

His collections play around the element of color, especially around white, as a symbol of neutrality and anonymity.
Deconstruction was in past the flag of designers like Rei Kawakubo of Comme des Garcons, Jun Takahashi of Undercover and Ann Demeulemeester. Their rule was giving back the dress its real and primordial role. 
Many contemporary brands are trying to follow their steps. Jil Sander, Chalayan, Ferragamo, Cèline are some of the fashion houses that have set a new minimalist taste, which finds the harmony of neutral colors and timeless lines. Quickly the trend has spread among the public, with the new motto of being simply perfect, searching a woman who is flawless in every occasion.

On the other hand, clients seem to look at minimalism like a way to better express themselves. People’s choices are more and more going towards a personal styling which is a mix of vintage, lot of denim and just a few branded pieces.

The evolution of the sentiment of being comfy and simple has been translated into streetwear, that has become the new language of an entire generation called millenial.
Fashion brands answered the demand playing around their logo and who-wears-what is a lot about being recognizable and similar to some of the idols of this digital era.
So back again to the aesthetic function of clothes! What seemed to be the natural evolution of a style is now once again the expression of a different need: being part of a specific group of people.

Off White is the perfect example of what is happening. It is one of the most famous brands right now and its best sellers are plain black sweaters.

Its logo has the power to sell basically everything, but looking at the creative process we can tell it is the continuance of what the designers set in the early 90s.
Virgil Abloh tells “Duchamp is my Lawyer. Because streetwear started from the gesture of taking a logo, flipping it upside down, and sewing it back on again”. 
He said that during the design operations he gives only the 3% of editing to what has been already made by American Apparel or Champions. As in nature everything can’t be created or destroyed, but can only change, fashion is a metter of transforming the basics that someone else has already made.