As Gen Z confidently steps into their own, they’re not just reinventing workplaces or challenging millennial fashion norms; they’re ushering in a vibrant aesthetic revolution: maximalism. Far from the clean lines and subdued tones favoured by the previous generation, maximalism, for Gen Z, is more than a trend – it’s a declaration of identity, an act of rebellion and a surprisingly sustainable lifestyle choice. This generation, growing up entirely online, is perhaps more connected and informed than any before, knowing what they like and playing with fashion, music, art and identity with enviable ease. Their embrace of “more is more” is a clear signal of their unique perspectives, priorities and an unapologetic attitude towards self-expression.
A Deliberate Rejection of Minimalist Monotony
At its core, Gen Z’s attraction to maximalism stems from a profound desire to distinguish themselves from the preceding generation. They view millennial minimalism as simplistic, sterile and boring, arguing that it strips away individuality and warmth by hiding cherished belongings in pristine, clutter-free spaces. For Gen Z, the notion of owning things simply to tuck them away seems “sad.” For Gen Z, the whole point of owning stuff is to enjoy it and trying to be minimalist and have very few things just seems sad.
This isn’t just about aesthetics. Gen Z takes issue not just with how minimalism looks, but with the very reasons for its popularity among Millennials. They found the emphasis on “clean, organised and clutter-free design” to, by its very nature, “strip away individuality and warmth, and hide the things we like in sterile cabinets and cupboards for safekeeping.” In stark contrast to the minimalist’s preference for plain white walls, subway tiles and clean lines, Gen Z’s maximalism bursts with brightly coloured wallpaper, an abundance of knick-knacks and furniture in unexpected shapes and patterns. It’s a deliberate, loud rejection of the “less is more” mantra, boldly proclaiming “Less is a Bore” in its place, a direct reference to architectural critic Robert Venturi’s famous counter-statement. This rebellion is sometimes playfully evident in their coining of terms like “cheugy” for millennial preferences, from skinny jeans to certain coffee choices, extending even to the minimalist aesthetic itself, highlighting their desire to move beyond what they perceive as “out-of-date or trying too hard.”’
The Canvas of Unapologetic Self-Expression and Individuality
Maximalism serves as Gen Z’s ultimate canvas for unapologetic self-expression and individuality. This generation plays with fashion, art and identity “with enviable ease,” making no apologies for their choices. Maximalsim allows them to curate spaces and styles that are a direct, often dizzying and layered, reflection of their unique personality and what truly brings them joy. It’s a deeply personal narrative, where every item, colour and texture contributes to a grand, evolving story. So it stands to reason that they’re drawn to a maximalist aesthetic as a way to showcase who they are and what they really like.
This drive for hyper-personalisation manifests in “chaotic customisation,” a concept that embraces expressive, layered looks blending diverse styles, colours and textures. Items are transformed into unique, multifaceted expressions of identity. The trend gained significant traction when Jane Birkin’s personalised handbag charms went viral on TikTok, sparking a broader interest in decorative adornments like phone lanyards and keychains, prompting brands to offer more customisable options. Within this vibrant landscape, “glimmers” – small, intentionally chosen details designed to spark joy – add a magical touch to everyday life, whether it’s a sparkling chandelier, a quirky piece of art or a lush indoor plant. Ultimately, maximalist homes become “museums of personal interests, hobbies and precious memories,” proudly displaying collections, plants, paintings and souvenirs that narrate their life’s journey, embodying Ms. Pink of Quirk & Rescue’s sentiment: “You can never have too much of a good thing.”
The Pandemic’s Push and the Rise of Dopamine Decor
The synchronicity of the pandemic and the rise of TikTok played a crucial role in cementing maximalism’s appeal. Extended periods of lockdown meant more time indoors, leading young people to crave living spaces that emanated warmth, inspiration and visual excitement. With the world feeling chaotic and uncertain, Gen Z turned to their immediate surroundings to cultivate environments that could provide solace, stimulation and a sense of control. This shared experience led many, especially Gen Z, to spend their time “scrolling in search of self-discovery,” finding new visions of what life could be like.
This period fostered a strong desire for “dopamine decor” – a concept focused on creating environments that actively spark joy and positivity through bright colours, playful objects and whimsical designs. It transforms living spaces into sources of happiness and inspiration, serving as a powerful form of self-care and an emotional outlet. This approach seems to be the offspring of a broader “dopamine menu,” a curated selection of items or activities designed to evoke joy. For Gen Z, infusing their homes with energy, joy, and personality became essential, allowing maximalism to erupt “through the walls of monotonous homes, their frustrated inhabitants craving visual excitement.”
Social Media as the Maximalist Stage
As the first generation to grow up online, Gen Z inherently understands the power of visual impact, making social media platforms the perfect stage for maximalism to thrive. TikTok, Instagram and Pinterest are abundant sources of maximalist design inspiration, where vibrant colour schemes, unconventional patterns, curated clutter and an eclectic mix of styles frequently pop up in their feeds.
These platforms thrive on visual uniqueness, meaning the more eye-catching an outfit or home interior, the better its chances of being seen, remembered and shared. The more eye-catching your outfit, the better your chances of being seen, remembered and shared. Maximalist influencers play a significant role in making the aesthetic accessible and achievable, democratising a style that might otherwise seem overwhelming. The virality of trends like the #sadbeigemum, which playfully critiques bland, uninspired aesthetics, further solidified maximalism as a counter-movement. TikTok, in particular, has served as a dynamic “window to diverse lifestyles,” offering seemingly infinite possibilities for self-discovery and inspiring everything from Cottagecore (living in a cottage in the woods) to wearing just one colour and having that be your whole identity. This makes maximalism increasingly more accessible and achievable and less of a style fad.
Maximalism’s Unexpected Alliance with Sustainability
Perhaps one of the most compelling and initially counterintuitive, aspects of Gen Z’s maximalist leanings is its strong alliance with sustainability and conscious consumption. While maximalism might appear materialistic at first glance due to its abundance of items, Gen Z maximalists actively echo anti-consumerist philosophies. In a world deeply concerned with environmental issues, this generation is actively seeking ways to reduce and reuse, recognising fashion as the second biggest polluter.
Maximalism, without a rigid rulebook, encourages the incorporation of vintage second-hand and upcycled items, giving them new purpose and reducing waste. This approach ensures that decor pieces are consciously chosen for longevity, minimising their eco-footprint. The idea of sustainability must not become attached to a type of interior style, but rather, we should find ways of making any style more sustainable. Since individual design elements in maximalism have no “rulebook,” they never truly go out of style, promoting longevity and a circular approach to consumerism. Online communities even happily trade pieces with one another, further fostering reuse. This focus on repurposed items and creative solutions highlights that creativity is the core of maximalism, motivating a new wave of maximalists to innovate sustainable alternatives.
A Broader Cultural Shift and Disruptive Influence
Beyond individual aesthetics, Gen Z’s maximalism is indicative of a broader cultural shift that is reshaping design and culture. This generation is noticeably claiming their place in the world with bold perspectives and even bolder aesthetics, bringing in a “culture shift with organic shapes, colourful elements and clashing patterns dominating art, media, fashion and interior design.” This pushes away once-reigning minimalism, echoing Venturi’s “Less is a Bore.”
This disruption of traditional design norms also extends to a decolonised view, reintroducing elements once deemed “kitsch” by those previously in power, thereby challenging established aesthetic hierarchies. The trend draws influence from various art movements and postmodern styles. Brands are rapidly aligning themselves with this fast-emerging market, recognising Gen Z’s unique and diverse tastes and their desire for new ways to express themselves. They’re responding with more customisable options, reflecting a shift where fashion and home decor become integral parts of personal storytelling rather than adherence to strict rules. This generation, growing up with decentralised systems and vast access to information, will surely advance the design industry with sustainability at the forefront.
Ultimately, Gen Z’s maximalism is far more than just a passing trend. It’s a lifestyle, an act of self-care and an emotional outlet that reflects their values and experiences. It’s a vibrant, unapologetic statement about who they are and their joyful, sustainable world they wish to inhabit. It signifies a profound shift in design philosophy, proving that in Gen Z’s world, the answer to self-expression, joy and even environmental responsibility is emphatically, more is more.
