Luxury yes, but discreet and minimalist. In recent months, ‘Quiet Luxury’ has taken the fashion industry by storm. While luxury pieces with (very) flashy logos have come to the fore in recent years, especially on social media, preferences seem to be moving towards more understated fashion – and quiet luxury.
At a time when consumers are embracing more sustainable fashion and making informed purchases rather than compulsive purchases, Quiet Luxury is a corollary to these new shopping habits. Whether wealthy or not, people now not only want to rely on quality, but also on discretion.
Quiet Luxury or how to distinguish the “rich” from the “ultra rich”.
In recent years, celebrities, influencers and social media giants have openly shown their luxury, it was about flaunting a lavish life. In stark contrast to this lifestyle, followers of Quiet Luxury assume that “true wealth” doesn’t need to draw much attention. For those who can afford to buy luxury, moderation is also a way to stand out. Because even if these pieces are discreet, they are quite expensive. There are no big Gucci buckles, no Marine Serre monogram sets or Supreme slogan t-shirts for Quiet Luxury devotees, who rely on brands like The Row, Khaite, Brunello Cuccinelli or Jil Sander. Without a logo and only visible to the initiated.
A new trend, really?
While the term “Quiet Luxury” (understated or quiet luxury) is new, the trend didn’t just start today. Contrary to what many might think, the pioneers of the trend are not really fashion conscious, quite the opposite. Steve Jobs wore an Issey Miyake turtleneck for $175 without hanging it on the big Glock. Another tech genius, Mark Zuckerberg, is easily recognized by his t-shirts, which cost no less than $200.
So buying fewer clothes and instead making more considered purchases that are of better quality and can last longer is the sustainability mission that Quiet Luxury fulfills. It remains to be hoped that the trend will get more followers than the logomania influencers.
This article was published on FashionUnited.fr. Translation and editing: Barbara Russ