For years, luxury fashion has been defined by flashy logos and bold branding.
Gwyneth Paltrow is seen leaving court on March 21, 2023 in Park City, Utah. (Photo by MEGA/GC Images)
But a new trend is emerging in the fashion industry: quiet luxury. Subtle but expensive garments from brands like Loro Piana and Brunello Cucinelli are now highly sought after, as consumers seek out high-quality materials and craftsmanship over showy branding.
A Reaction to Pop Culture and the Current Economic Climate
HBO GO – Succession S4 – Nicholas Braun and Matthew Macfadyen. Photo: HBO Go
This trend is not just about fashion, but also a reaction to pop culture and the current economic climate. Shows like “Succession” have popularized the look of subtle luxury, while economic challenges have led to a renewed focus on classic, staple pieces like button-down shirts and cashmere sweaters.
Quiet Luxury Benefits Brands Outside of the Top Luxury Pricing Tier
HBO GO – Succession S4. Photo:HBO
Brands outside of the top luxury pricing tier are benefiting from the trend, as consumers increasingly look for timeless pieces that will last. Rather than chasing the latest trends or logos, they want high-quality garments that they can wear for years to come.
Defining Quiet Luxury
Facebook CEO Mark Zuckerberg. (Photo by Justin Sullivan/Getty Images)
Quiet luxury emphasizes high-quality materials, craftsmanship, and heritage, rejecting logo mania and creating a sense of exclusivity based on the intrinsic value of the product rather than external markers of wealth. Take Mark Zuckerberg’s everyday uniform, for example: what looks like a regular T-shirt is in fact a custom $300 Brunello Cucinelli. Or the Olsen twins’ off-duty looks, head-to-toe in their own label, The Row, whose entire ethos is centred around exquisite, subtle materials and understated design.
A Fundamental Shift in How Luxury is Defined
According to industry experts, the rise of quiet luxury reflects a fundamental shift in how luxury may be defined in the future. As the fashion industry evolves and consumer values shift, quiet luxury is becoming an increasingly popular trend. With its emphasis on high-quality materials and craftsmanship. This new category of luxury is redefining the way we think about exclusivity and good taste.
Now consumers are looking for timeless pieces that they can wear for years to come. Creating a new era of luxury that is both understated and exclusive.
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