#13: Closet Confessional with Kelly Williams of Midimalist
On what it is to be a Midimalist, style sleuthing, and building a wardrobe where every piece pulls its weight.
Kelly Williams of Midimalist does something most fashion writers struggle to pull off—she makes you feel smarter about how you get dressed. Her Substack reads like having coffee with that friend who can articulate exactly why you love certain outfits but could never put into words yourself.
Kelly shops like a detective, constantly saving inspiring images and noticing patterns before making any actual purchases. She's thoughtful to the point of overthinking (relatable), hunting for months for pieces like the perfect Proenza Schouler flats or expertly studying all the ways to wear a button down. Her writing doesn't just tell you what to wear—it helps you understand why certain outfits work and she provides frameworks to think through your own style evolution.
She's "very much online" for fashion inspiration and unapologetic about it, which feels refreshing in a world that sometimes treats digital discovery like a guilty pleasure. Kelly gets that most of us don't live in fashion capitals, don't dress for red carpets, and need clothes that work for our actual lives—work from home, bike rides, and Trader Joe's runs included.
Time for less of me talking about Kelly's sartorial wisdom, and more from Kelly herself.
What’s your name?
Kelly Williams
Where did you grow up and where are you living now?
I grew up in Boulder, Colorado and now live outside of Denver, Colorado (not terribly exciting but I really love Colorado and could never leave).
What does it mean to be a Midimalist? Tell us a bit about how you started your journey on Substack.
I started my Substack on a whim while on a particularly dreadful trip with extended family. I have always held a passion for writing and a passion for style, so while hiding in my room I began on a whim.
Initially I just wrote very short pieces about specific images that were inspiring me. But I was also coming out of the little years with my kids and I liken it to emerging from a chrysalis. I became more aware of my own style and the direction I wanted to move.
The term Midimalist was born out of trying to identify my own 3 style words. I found that images that inspired me weren’t classically minimal because I liked a bit more color, texture, proportion play, etc. But my style certainly isn’t maximal either. Alas, here we are!
From how to style staples like button downs to dressing like that girl, you are a constant source of sartorial inspiration. Where do you get inspired?
I’m very much online as it relates to fashion. Honestly, I think that idea gets a bad rap and I find it frustrating because being online allows me to be inspired beyond myself. There’s this prevailing thought - perhaps I’m sensitive to it- that our love of fashion should be more coy or more artistically driven. I love watching YouTube content or scrolling Pinterest. Nowadays I also spend a lot of time reading on Substack. I don’t have an Instagram or TikTok account but, obviously, I find images from creators on those platforms too.
When/where/how do you shop these days?
Living in Colorado means that my access to most brands and certainly emerging brands is limited; it’s not a major fashion hub. To answer honestly, I’m always sort of shopping.
Part of the fun of shopping for me is the actual hunt for something new so I’m constantly saving images that inspire me and noticing patterns in what that is which allows me to shop for pieces that bring that inspiration to life. However, I am very slow to actually purchase anything. I’m pretty thoughtful about actually bringing clothes into my closet because I really want everything I purchase to be a workhorse.
How has your approach to building a wardrobe changed over the years? Has that shifted since becoming a mom?
Having kids certainly created the biggest shift in my style because I had to reckon with style + function in a fresh way. Before kids, I would buy singular items without thinking about the bigger picture. Walking through a store and seeing a pretty dress or a shirt that I wanted for work. I had a greater variety of occasions to dress for so I could shop in a siloed way.
Shifting to being home with kids (I stopped working for 4 years) shined a light on the need for an entire wardrobe. I needed shirts that worked with all the pants and pants that fit my changing body and shoes that I could go on walks in, etc. etc. I discovered button downs because of breastfeeding! I wrote about shopping for function and someone commented asking if it was really that novel to shop for utility but- for me- it actually was when I made the shift. I think it’s because I finally shop for my realistic daily existence instead of the one-off calendar events.
What's your philosophy on wardrobe curation versus collection?
As I’ve matured, I’ve become much more of a curator than a collector. I had to really consider the difference between the two of these words and what they might represent. We are all collecting the things that attract us but when you can do that in a really intentional way, then you are curating. So when I was younger I was very much a magpie collecting the latest shiny object. I’d say now I’m more like a bird that strategically gets items to build a sturdy nest. I love a good analogy so forgive me for being a nerd in this answer.
I’m pretty thoughtful about actually bringing clothes into my closet because I really want everything I purchase to be a workhorse.
What are you currently looking to add to your wardrobe?
I went down a rabbit hole looking at Proenza Schouler flats and I’ve found so many pairs that I love (like these, or these, or these). But, to drill down, it’s probably a glove flat or mule.
I’m also looking for the perfect denim jacket and a second-hand Ralph Lauren button down.
What’s a brand you’ve discovered lately and how did you find them?
Some new-to-me brands that I’m enjoying shopping in 2025 include Kallmeyer, Rohe, Haikure (all brands supported by Future Reference). I found both Kallmeyer and Rohe because each had a product that came across my screen and I was immediately devoted. For Kallmeyer it was a chore jacket they sold last year and since then several other pieces have “gone viral.” Haikure was a happy surprise at No. 6 Boutique.
What are the last three things you bought?
It’s been a mix of new and secondhand! I found a pair of Leset Kyoto pants, a Toteme jacket, and this adorable Clare V Chou Chou bag all for great deals resale. I also invested in this Kallmeyer Wynn shirt and the Doin Iona shorts for summer.
What are three things you are selling? Why?
I’m selling these insane Charvet slippers and it’s truly a gut punch to let them go. They were in international sizing and these are just too big for me. I literally shoved tissue paper in the toe to try and make them work. I also have a handful of things at my local consignment store including these Apiece Apart jeans that I bought second-hand and were too small for me and this dress that showed too much side-boob to be wearable.
What's one piece of advice you'd give to someone looking to be happier with their closet?
Focus on buying things that do something new for you. Take the time and energy to get curious about what you wear the most, what’s realistic for your daily life, etc. Then you can shop with more intention. Oh, and always leave a little space to fall in love with something unreasonable.
We are all collecting the things that attract us but when you can do that in a really intentional way, then you are curating.
How do you feel about the idea of having a personal resale assistant?
Anything that makes my life easier! My husband and I were just talking about how we are hearing more people using AI for things like meal planning, workout ideas, etc. and I’m all for it.
I haven’t yet used Future Reference to resell anything though I’m officially sold on how much easier it would make my life!! My hope is that I am sending fewer things to resale as I purchase more thoughtfully.
Quick Hits
Brand that is criminally underrated. Filippa K. I put this label next to By Malene Birger which is more popular (though still not talked about enough). Honestly all Scandi brands deserve more attention. Mark Kenley Domino Tan, Skall Studio.
Piece you have been searching for for years. Speaking of By Malene Birger, I am desperate for this insane suede coat (called Halima). There’s one on Poshmark here in a US10.
Best secondhand find. My holy grail is my daily purse, this incredible bag from Wandler. It’s leather and raffia(?) woven together. I bought it 3 years ago before Clare V popularized the pattern and I get tons of compliments on it.
Oh, but when I was looking back at the receipt for the purse, I realized that I also got this insane double-breasted wool coat from Toteme this past year from Vestiaire for 70% off retail. I posted a celebratory note about it.Sidenote, the I (Claire) also have this coat and can attest!!!
Biggest closet regret. This is so fresh. I wanted this AWAKE Mode top and it came up on Poshmark a few weeks ago but I was worried it would be too small (and maybe I dodged a bullet!). But the person who bought it got a killer deal.
Favorite place to shop. How could I answer this?! I love discovering brands on No. 6 Boutique and Moda Operandi. But I’m not particularly loyal to any one retailer or brand; in fact I love trying all sorts of places!
On the weekend you can find me…Playing tennis, riding bikes with my husband and kids and/or browsing at Trader Joes.
We’d love to hear from you - how has your closet evolved or your mindset around shopping changed? Want to be in our next confessional? Let us know in the comments.
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I love this sooo much! What an absolute joy to learn more about Kelly and her insights into shopping secondhand (and ofc Trader Joe's my HG for groceries). I so resonate with starting as a collector and becoming a curator.
I also 100% when down a Kallmeyer rabbit hole after. SO many good daily pieces but also gowns that feel super modern but also timeless. Thank you again for all your amazing insights Kelly!