It wasnt that long ago that Instagram was flooded with saturated filters and low-resolution photos. But then the gaudy, maximalist look of the 2000s faded out of style and was replaced with an interest in clean lines and mature color palettes. Seemingly overnight, the platform became an ode to minimalismfilled with interior design and lifestyle posts from influencers anchored by organic, nautilus-shaped forms and eggshell-colored walls. Everything on the grid was carefully curated to be monochromatic, uncluttered, and uniform.

[Cover Image: Tree Abraham/courtesy Bloomsbury]Minimalism has been eagerly adopted as an aesthetic by Instagram users and pretty much everyone else not on the social media application, too. Marie Kondo teaches us that minimalism is getting rid of anything that does not spark joy. Other influencers (and brands) suggest that its having a hyper-curated closet of a few basics, or a simple skincare routine featuring only three all-natural products. Minimalism has become a visual manifestation of wellnessa lifestyle trend rooted in conspicuous consumption.

But this loose misinterpretation belies its roots as a decades-old architecture and design philosophy. In his new book,The Longing for Less: Living with Minimalism, out from Bloomsbury January 21, culture critic Kyle Chayka investigates how weve veered away from minimalisms true origins, and converted it intowhat can be reduced toa look. Here, Chayka helps dispel the four biggest myths of minimalism.

Minimalisms recurrence as an idea, in both society and art, reveals the philosophys central paradox: It is a quiet celebration of space, but bold in the way its simplicity overwhelms. In the time right after World War II, minimalism was a popular aesthetic because its a perfect, utopian style that everyone can access, Chayka says in a phone interview. Soon after, in the 1970s, the idea of simple living began to take hold, which is the last time eco-conscious consumer practices (less consumption, more self-reliance) were as in vogue as they are today. I think the internet and social media and the financial crisis is what really caused the super popularity of minimalism this time around, Chayka says.

Its not difficult to imagine why we, as a society, long for less. Our lives are dominated by dizzying screens, which have forced us to prioritize images over the humanness of real life. So much of our visual experience is on the internet now. Thats the container of our experience, Chayka says. And so it makes sense that the spaces we occupy would be very simple because we spend so much time on our phones.

In an attempt to counteract the harm technology has done to our ability to focus, rest, and enjoy experiences, people have adopted minimalism as a visual aesthetic. Its blank, inoffensive, natural. Its even been marketed as a form of self-help.

But according to Chayka, minimalism is about experiencing the world directly and engaging with your surroundings. ConsiderAgnes Martins austere canvases or Donald Judds spacious constructions in Marfa, Texas. In architecture, minimalism has roots in Japan, where theres a real interest in very refined textures and creating experiences with light and shadowan architecture of ephemerality that modernism doesnt really have, Chayka says. In short, there was once a spirituality to minimalism that has been lost in its current expression. The style now seems more like numbing yourself and creating a protective environment, Chayka says.

Minimalism these days has an aura of moral superiority. Minimalism has always been associated with moral purity or a sense of existing outside of society, whether thats during the midcentury modern movement or the Voluntary Simplicity Movement of the 70s, Chayka says. The problem with luxury minimalism today is that the style is associated with moral purity and outsiderness but its being adopted by the most insider people possiblewealthy women and tech billionaires. The style of minimalism [we see today] is a reality thats not very minimal at all. Clearing out ones home for the sake of more space is not radical if theres a financial safety net in place to buy it all back again, if one should so choose. (Steve Jobss uniform of black turtlenecks and jeans was not minimalist as much as it was a decision to not be burdened with variety.) So the suggestion that someone owning fewer objects is healthier and more put-together overlooks the fact that participating in the trend is less about the inward journey than it is about appearances. Nothing morally superior about that.

Todays Instagram-ready minimalism couldnt have been born anywhere other than in the United States. I think the commodification of minimalism has been very American, Chayka says. The idea of an entirely minimalist lifestyle is deeply American . . . we consume everything to excess, even minimalism. Home organization entrepreneur Marie Kondo seems to have tapped into this American Achilles heel; her pivot to selling home goods reflects a genius awareness that consumers are eager to buy objects that represent an ideology, even though they are a shallow appropriation of it. This makes minimalisms success on Instagram plain, too; it is now an element deeply embedded into a platform that has become synonymous with a certain brand of conspicuous consumption.

Sometime soon, the minimalism trend will likely slip out of the mainstream consciousness again, just as it has in the past. I think weve hit peak minimalism and [are now moving] past it . . . minimalism is a trend and a style and it comes and goes in waves. We start obsessing over it and then find out that it doesnt solve our problems, Chayka says. For most people, minimalism is simply not a realistic lifestyle, because the very structure of our capitalist society relies on constant consumption and an attitude of overindulgence. To put it simply, minimalismas it exists in the culture todayis a privilege. Its the difference between an Apple Store and a Zen temple, Chayka says. The Apple Store never changestheres perfectly clean glass and steel and empty space. But if you think of the rock garden in the Zen temple, its always changing and moving with time . . . its more interesting and sustainable than creating something that never changes.

Buy The Longing for Less: Living with Minimalism, by Kyle Chayka, designed by Tree Abraham, Elizabeth Van Itallie, Mia Kwon, and Patti Ratchford for Bloomsbury on Amazon.

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Everything you think you know about minimalism is wrong - Fast Company