Have We Entered an Age of Maximalism?

Jan 15

Jan 15 Have We Entered an Age of Maximalism?

With Phoebe Philo's departure from Céline after a nearly decade-long tenure at the helm of the coveted French label, the fashion world seems to be shifting more than ever to an aesthetic and overall branding rooted in maximalism. From intricate embroidery, oversized baubles and loud prints, to campaigns dripping in psychedelic sound and color edits, the industry has reinterpreted styles reminiscent of the 70s and 80s for an even clashier, irony-loving contemporary audience.

Celine Fall/Winter 2013 campaign; image via

This gradual shift in the realms of fashion design, photography and advertising no doubt stems from the meteoric rise of brands like Gucci, which in recent years has gone from a washed up Italian brand to the millennial generation's go-to reference for all things desirable, stylish and fun. A scroll through Vogue Runway's Pre-Fall 2018 collection recaps points to Gucci's explosive influence. Tibi has adopted the patterned power suit look, Pucci is playing with an excess of prints, and Preen favors head-to-toe snakeskin while Versace embraces neon color palettes and now layers branded hoodies under decidedly preppy blazers.

A shot from Gucci's Fall 2017 beauty campaign; image via

Even the world of makeup seems to have shifted in favor of the colorful and playful. While brands like Glossier still tout the "no makeup makeup look," companies like Kylie Cosmetics, KKW Beauty, Milk Makeup and Fenty Beauty are dominating the beauty scene and clearly influencing makeup trends in the process. From Fenty's shimmery highlighters that span the color spectrum, to Milk's whimsical new take on everyday makeup, and Kylie and KKW's provisions for a full face of lip kits, strobing and contouring, the emphasis on barely there makeup often seems lost in a sea of endless product launches that favor more experimental looks.

On the red carpet too, celebrities are peacocking in quasi-bohemian or fantastical looks that fully embrace a gaudier, less serious take on fashion. From fur, feathers, sequins and an excess of tulle, to recurring animal motifs and prints, the statements these looks make at award ceremonies often seem right at home.

Within the context of daily life, however, it remains to be seen how seamlessly this outlandish aesthetic will be incorporated into the everyday. How soon will it be until the famously short attention spans of modern day consumers tire of the maximalist look and shed their Gucci fur loafers and brocade coats in favor of a simpler, less trend-driven aesthetic?