The awakening of female consciousness and the pursuit of beauty are not opposing forces. Throughout this century, the evolution of women's fashion has mirrored their growing aesthetic sensibilities and self-awareness. From the early 1900s to today, clothing has played a powerful role in shaping how women see themselves and how they are perceived by society.
At the start of the 20th century, Chinese women were still influenced by traditional practices such as foot binding, while women in Europe and the U.S. were constrained by corsets and heavy skirts—symbols of rigid societal norms. However, this began to change in the 1920s when Coco Chanel introduced a new vision of femininity. Drawing inspiration from menswear, she created pieces like the boxy jacket, sailor skirt, and the iconic little black dress. These designs broke free from the ornate and restrictive styles of the past, giving women more freedom to move, express themselves, and take part in public life with confidence.
In the 1940s, military-inspired elements became popular, reflecting the influence of wartime changes. By the 1960s, smoking suits and bold silhouettes emerged, signaling a shift toward greater independence. The 1980s brought power dressing for the workplace, emphasizing strong shoulders and confident styles that empowered women professionally. Meanwhile, the rise of bikinis and mini skirts in the same era symbolized a deeper cultural movement—one where women were no longer confined to traditional roles but were actively claiming their space in society.
Today, fashion is more diverse than ever. Whether it's the gender-neutral trend, elegant retro styles, or futuristic aesthetics, there’s something for every woman. This is an era of acceptance and empowerment, where individuality is celebrated and every woman has the right to define her own style.
In 2008, the brand Less was launched with a vision aligned with the evolving lifestyles of modern urban women. Inspired by the architectural philosophy of "Less is More" by Mies van der Rohe, the brand reimagined feminine silhouettes through clean lines and minimalist structures. It reflects a time when women have equal opportunities and status as men, and they seek to express their identity through contemporary fashion.
Less is more than just a brand—it's a lifestyle. Starting from the core principles of people, fabric, clothing, and fashion, Less uses innovative design language to create garments that are both functional and stylish. By breaking away from traditional structures, the brand offers a fresh, modern aesthetic that allows women to express, simplify, and rediscover themselves.
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