Instead of XL logos, which in recent years were often not allowed to be seen large enough on sweaters, handbags or shoes, one thing has been in demand for some time now: subtle elegance. Two words that are read and heard a lot: ‘Quiet Luxury’. But what does that actually mean?
Fashion magazine Hapers Bazar describes ‘Quiet Luxury’ as “the aesthetic of secret wealth”. On display: neutral colors, simple silhouettes, sophistication sprinkled in only in the details. Status is therefore signaled subtly: with the highest quality, flawless workmanship and exquisite materials, according to an online article in the magazine. Logos, on the other hand, remain inconspicuous or cannot be seen at all.
“Quiet luxury whispers, loud luxury screams. Loud luxury communicates to the masses, quiet luxury only to those ‘in the know’, i.e. to those who can recognize brands even without a logo,” explains Fernando Fastoso, Professor of Brand Management, Luxury and High-Class Brands at the Pforzheim University.
Quiet Luxury is particularly effective at second glance
According to Fastoso, consumers primarily want to communicate belonging with loud luxury, while “connoisseurship” with quiet luxury is what consumers want to communicate. It’s about wealth at second glance, about subtle wealth. Especially in times of crisis, quiet luxury is increasingly experienced. The principle is old, the name is new. In view of the news of the last few years – Corona, the Ukraine war, the Middle East conflict – it is simply not appropriate to brag about your supposed wealth.
But whether that alone is the trigger for the reduced trend remains speculation: “I see the development of the global luxury market as crucial, especially that of the Chinese market. “This is maturing and therefore luxury is no longer a novelty there that only a few buyers can afford,” says Fernando Fastoso. The understanding of the status that can be achieved through a luxury product is therefore evolving. “In more mature markets, status is no longer gained simply by owning luxury, but by owning a particular luxury.”
‘Quiet Luxury’ requires the ability to decipher it, which makes it accessible and understandable only to a small, exclusive group. And because the Chinese market is so important in the context of global luxury sales, quiet luxury has also become more important overall, says Professor Fastoso.
This fashion can be worn for a long time and can be combined in many ways
However, quiet luxury is not just a quick fad. The topic of sustainability also plays a role: individual high-quality and long-lasting items are preferred over trendy fast fashion pieces that end up in the back corners of the wardrobe after just one season. Simple, versatile colors are more in demand than clothing in short-term trend colors that may be passé next season.
For style consultant Andreas Rose, ‘Quiet Luxury’ is characterized by monochrome looks. And through colors “that oscillate between white and black”. Creamy white or beige are in demand.
‘Peach Fuzz’, announced by Pantone as the color of the year 2024, should also go well with it. The subtle peach tone is more reserved and subtle rather than loud and shrill. The wide-cut blazers, high-cut suit trousers, straight-fit jeans or straight-cut fabric trousers and minimalist dresses with only small, eye-catching details, which can be seen a lot in the current collections, also fit the trend.
Of course, you can also interpret quiet luxury a little differently: “Another way of looking at this trend is that luxury has to do with enjoyment,” says Andreas Rose. “That would be real luxury. You don’t need an audience to enjoy luxury. More time and friends.” (dpa)