“What is Minimalism?” is the latest creative campaign from ATTUALE – the Dubai based ecommerce platform, delivering culturally conscious and contemporary fashion from around the globe.


The softly spoken yet captivating voice of the ‘What is Minimalism’ digital campaign is introduced by ATTUALE Creative Director; Kat Erasin. Shot on location in the historic city of Warsaw, Poland, Katharina takes the audience on a raw and immersive journey with movement, tones and touches which all explore the intricate detailing, and art form of



The “White Edit” is the first of several different edits to launch over the course of the next 4 weeks with a weekly homepage update directing through to an edit based around the look and answering to “What is Minimalism”. The White Edit brings you a carefully curated selection of minimalist pieces that deliver maximum impact. Clean, simple palettes and strong silhouettes are at the essence of modern minimalism’s enduring appeal. From feminine tailoring to architectural designs, the edit includes pared-back dresses, blouses, trousers, jewellery and shoes – all quietly luxurious and not bound by trends.


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