Minimalism: Between New Spirituality and <i>L'Empire de l'Éphémère</i>

ABSTRACT In this article, we examine whether and how minimalism can be interpreted as a manifestation of “new spirituality” in addition to being a trendy lifestyle shaped by consumerist influences. Following Lipovetsky, we ask whether it fits within the “ephemeral cultural mechanism,” reinforcing individualism while succumbing to market pressures, or whether it continues the philosophy of voluntary simplicity, offering an alternative to materialism as a form of new spirituality. Rooted in Richard Gregg's idea of simplicity as a harmony with both nature and spirituality, minimalism may challenge consumerist norms. Using content analysis of 35 English‐language blogs, we explore discursive structures. Minimalism exemplifies a paradoxical dynamic: Embraced as a form of personal and spiritual transformation and a response to excess, it unfolds through commodified channels that market simplicity itself. Rather than rejecting consumer culture, it reconfigures it—offering sacralized experiences of authenticity and meaning, while navigating the tension between critique and commercialization.