Un compound term whose meaning is unclear, but which has now definitely entered the common imagination, at least for fashion lovers. Two words that open a world, or rather a wardrobe: that Quiet Luxuryin the name of minimalism and of theeffortless elegance. Consisting mostly of basics in neutral colors and/or total blackmade in quality materials designed to last over time. But also and above all from a discreet appearance, no logo, in the name of less is more.
Born to identify a luxurious wardrobedesigned quietly by brands of the caliber of Brunello Cucinelli, Max Mara, Ralph Lauren, Loro Piana, Bottega Veneta – Maisons that have always offered this specific type of high-end clothing and accessories – in 2023 it became popular thanks to the adoption of these emblazoned brands by stars and TV series (just think of the chic sightings of Gwyneth Paltrow inside and outside the the courtroom and the stage costumes of the rich protagonists of Succession).
The pioneer brands of Quiet Luxury
Not only. Very closely, in addition to the most well-known players, in the last period the popularity of some extremely discreet and luxurious contemporary brands has grown thanks to the wear of celebrities, as well as strategic landings on the catwalk. Just think about The Row, launched in 2006 by Ashley and Mary-Kate Olsen. Among the pioneering brands of Quiet Luxury thanks to exceptional fabrics, refined details and high-quality tailoring, it returned to show in Paris on the occasion of the Paris Fashion Week Autumn-Winter 2022/2023 after a two-year stop.
Khaite, led by Catherine Holstein and founded in New York 10 years after the twins’ American brand, is considered by all fashion experts to be its closest successor. And it’s no coincidence that he landed at NYFW in the same season. Both are inspired by that luxurious and feminine wardrobe of basic elegance, made desirable in unsuspecting times by Celine Of Phoebe Philo.
From trend to aesthetic: Quiet Luxury in 2024
The 2023/2024 vintage not only marks the return to the scene of the master of the genre with the brand that bears her name, so similar to the ageless pieces she designed in the past for the French Maison (starting from the price). Today the neologism Quiet Luxury is enriched with one new shadefocusing on aaesthetics specific rather than on a four-figure wardrobe. A luxury that really calms you downfrom price: because if everyone wants to dress high end, the salary remains the same, to the detriment of the love for beautiful things.
A Resort 2024 look by The Row (Photo: The Row).
The Frankie Shop case
And for many who set aside like an ant to lay their hands on the latest mind-blowing pony skin bag designed by Philo, many are looking for brands that closely mimic that very style, but are decidedly more affordable. This explains the growing success of The Frankie Shopthe brand founded by Gaelle Drevet in 2015, which mixes French style and downtown New York attitude.
The brand that more than anyone had the merit of starting the Quiet Luxury trend in an accessible way. There are many proposals, and they cover every section of the total look, starting from outerwear to knitwear. Even retailers, with designer proposals in line with the trend, are loved and desired especially the younger ones. And while perhaps a pair of trousers or a TFS coat won’t last a lifetime, they are certainly able to attract attention and make the look luxurious – at least in intent.
The Quiet Luxury 2024 brands, niche and accessible
Among the brands that rightfully fall into the second phase, from trend to aesthetic, of Quiet Luxury, By Malene Birger. The Dane is on the crest of the wave today, thanks to a wardrobe that is both relaxed and trendy, which has its roots in the essential Scandinavian style: the result, a luxurious look in neutral tones, with prices that vary from 200 to 800 euros. The same goes for Totême: founded in 2014 by Elin Kling and Karl Lindman in Stockholm, the minimal and essential brand with artisanal charm that perfectly embodies the new wave of Quiet Luxury is luxurious enough to be extremely desirable.
An FW23/24 look by Totême (Photo: Totême).
If these names are already known by the most seasoned fashion insiders, there are others still unknown that are worth considering for incurable lovers of understated luxury. Between these, Tovefounded by Camille Perry and Holly Wright (ex Topshop) in 2019. From 2023 it will also show at NYFW – and it is certainly destined to become among the most popular Quiet Luxury 2024 brands. The design is inspired by the basic chic design of Nordic designers, even if the origins are London. The pieces? Minimal, played on a neutral palette. Also loved by those who can afford a no-logo designer wardrobe, St. Agni., independent Australian design studio, founded in Byron Bay by Lara and Matt Fells. His refined pieces have already been spotted on the likes of It Girl Kendall Jenner And Gigi Hadid.
Quiet Luxury low cost brands
From Poland, Dunst, designed by a collective of young designers between 20 and 30 years old who interpret taste with decidedly more affordable prices than The Row; from Australia, Disshfocused on minimal chic pieces with prices around 200-300 euros. And in Italy? Among the Quiet Luxury Made in Italy brands to keep an eye on in 2024, TL180, which was born in Rome from the meeting of two women, one Italian and one of French origins. The two-taste is reflected in the collections designed by Tine&Luisa, sophisticated and balanced, which focus on wardrobe essentials with a feminine touch. Perfect for those looking for a homegrown niche option.
A look by Massimo Dutti now in stores (Photo: Massimo Dutti).
If you’re wondering whether or not a low-cost Quiet Luxury brand exists, well, the answer is yes – even if you have to be willing to shell out a little more for a piece Wilfredthe retailer’s Premium line Aritzia. And the advice is to attend more often Massimo Dutti, rather than the other more popular brands of the Inditex group, such as Zara. Sometimes elegance is so whispered that it is better to keep your ears open…
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