Why 1990s minimalism is sweeping the high street in 2026

In 2026, one thing’s for certain: nostalgia is rife. In an age when the noise from social media is deafening and the pending doom of AI is more palpable than ever, many are gazing on the pre-internet years with fondness. This notion has started seeping into our everyday lives, too. The no-make-up make-up look — popularised by 1990s make-up artist Dick Page — is back. As, of course, is 1990s fashion.

One of the most notable style motifs sweeping 2026 is minimalism, popularised by figures such as Gwyneth Paltrow, Kate Moss and Carolyn Bessette Kennedy — the latter, of course, was also the subject of this year’s hit show Love Story. Their uniforms consisted of LBDs, white vests and jeans, with Calvin Klein, Helmut Lang and Prada among the brands at the forefront of the minimalist movement.

Today’s It Girls are flocking back to these brands, spurring on the aesthetic’s revival. Actor Sadie Sink and pop star Tate McRae have both featured in Calvin Klein’s Feel the Fit denim campaign, where they are seen sporting casual 1990s straight jean silhouettes.

Sadie Sink for Calvin Klein

Aidan Zamiri for Calvin Klein

Some of the decade’s most beloved designers have even taken matters into their own hands by bringing the stripped-back aesthetic to their high-street collaborations. John Galliano, who helmed Givenchy and Dior in the 1990s, has just unveiled his first collection with Zara, Re{form}, which includes minimalist cardigans and shirts amid the floor-length, sweeping coats and maximalist fur trims.

Models of the moment such as Kendall Jenner and Bella Hadid are also encouraging stripped-back dressing. The pair are part of a cohort of models carrying forward Kate Moss’s off-duty model look — a white vest, jeans and slim sunglasses — and popularising it for a new generation of fashion fans. Perhaps that’s why in the average shopper’s 2026 wardrobe you’ll find an M&S vest, a boxy white Uniqlo T-shirt and a simple pair of ballet flats.

As the search for a more disconnected, peaceful existence continues, the masses are steering clear of outfits that demand attention and tapping into the ease of 1990s minimalism, expressing their longing for an unplugged life as they do.