BAINA, for example, a towel brand founded by Bailey Meredith and Anna Fahey, bridges minimalist elegance and playfulness. They launched the brand with a checkered towel that quickly became sought-after. “When we designed the checkerboard Josephine Hand Towel and Roman Pool Towel in late 2018, we really didn’t know the checkerboard pattern would have such a moment,” the designers wrote via email. “Instead, we felt it was a timeless and playful print (similar to a stripe) that is nostalgic to many.” Their latest design, inspired by the Sottsass Ultrafragola mirror, is a soft ivory towel indented with curved lines throughout.
There’s a myth that minimal aesthetics and colorful, whimsical interiors are nemeses, yet many interior designers taking part in this new wave embrace the conflict—suggesting that both worlds can coexist. “I would like for minimalist design to break away from the stereotype of a ‘stark white room’,” says Scandinavian interior stylist Kristina A Rasmussen. “You can still achieve very individual and colorful looks while employing the principles of minimalistic design.”
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