Life in Frame: minnim presents a new collection in a documentary format

After a winter pause, we return with a new collection — the largest in the brand’s history. It features even more men’s and women’s denim styles, new colors, and an updated size range. For the first time, minnim also introduces mid-rise jeans with a more natural silhouette.

Alongside the launch, we are rethinking our communication approach. minnim moves away from classic fashion aesthetics and gloss, turning instead to a more observational, almost documentary format through real stories and everyday life.

At the center of the campaign are not professional models, but three women in their natural environments: Olha Hrynchuk, co-founder of the “Spelta” bakery, artist Anna Vereshchaka (ANNA VERIKI), and ceramic artist Elvira Demerdzhy (aqyar.ceramics).

The shoot took place in real locations — a bakery and workshops — without staged scenes or artificial setups. This allowed us to keep the focus on familiar actions and everyday moments. The clothing remains part of the environment — in work, in movement, in daily processes.

We didn’t want to present clothing as the main focus once again. It was important for us to show the environment in which it exists. When real life appears, clothing no longer demands a separate role and becomes a natural part of the process.

This approach marks a shift for minnim: clothing no longer needs a separate role or imposed meaning — it reveals itself through the life it exists in.

The new collection is available on the website and at the minnim space in Kyiv, Reitarska St. 6a.