In a world where loud logos and bold designs have dominated the luxury scene for years, a contrasting trend is emerging with full force: quiet luxury.
This understated form of luxury has gained traction, especially among Gen Z, and aligns perfectly with the nostalgic return of ’90s minimalism, one of the season’s most anticipated trends. As we witness this shift, quiet luxury brings a new allure to luxury fashion, focusing on quality, craftsmanship, and timeless elegance over ostentation.
What Exactly is Quiet Luxury?
Quiet luxury is a style that favors discretion over display. Unlike the logomania of recent years, that started with Coco Chanel in 1925—where fashion houses continually revamped their logos, plastered them across collections, and even incorporated them into makeup looks (like Valentino’s SS23)—quiet luxury opts for restraint.
While loud logos and maximalism still thrive, this alternative approach appeals to those seeking sophistication without extravagance.
Quiet luxury pieces are high-quality, designer items that lack the prominent logos or trademarks that would typically indicate their brand. In essence, these pieces are designed to avoid ostentation, blending seamlessly into daily wear, catching the attention only to the well-trained eye of a fashion expert.
This trendy style is all about highlighting the quality of materials, fit, and construction rather than loudly signaling the brand.
Rather than seasonal trends or flashy patterns, quiet luxury prioritizes well-made basics that transcend the fashion calendar. High-quality fabrics, often sourced from sustainable materials, are a hallmark of quiet luxury, especially in winter pieces like cashmere sweaters and tailored coats.
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Quiet luxury relies on clean silhouettes, impeccable tailoring, and subtle details.
The Popularity of Quiet Luxury
The resurgence of quiet luxury represents more than a simple fashion choice; it’s a reflection of evolving consumer values.
Customers today are more discerning, focusing on craftsmanship and durability. Quiet luxury aligns with this mindset by championing sustainability and timeless style over the fleeting nature of trends. With this approach, the investment in quality over quantity speaks to a culture increasingly interested in ethical consumption and reducing excess.
Social media, particularly TikTok and Instagram, has amplified the popularity of quiet luxury, where fashion influencers emphasize the sophistication of low-key elegance. This “if you know, you know” approach cultivates exclusivity, creating a sense of belonging for those in the know.
A great example of quiet luxury in popular culture is the TV show “Succession”. The members of the Roy family, though extremely wealthy, wear clothes that are simple yet impeccably tailored, with an emphasis on luxury fabrics over obvious branding. Their wardrobes reflect wealth and taste without needing to shout it—something that resonates with today’s fashion-forward audience.
Another example embodying quiet luxury is Hailey Bieber. Known for her refined style, Justin’s wife has mastered the art of dressing in high-end, minimalist pieces that emphasize quality and fit over flashy logos. Her wardrobe choices often feature neutral tones and simple designs, perfectly capturing the essence of understated elegance.
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Quiet Luxury: Most Iconic Brands
Quiet luxury isn’t confined to a single designer or aesthetic. Here are some of the most famous luxury brands embracing this style.
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Bottega Veneta
Bottega Veneta is an Italian brand that offers refined, luxurious garments without any obvious branding. Bottega Veneta bags, with their famous Intrecciato leather design, reflect meticulous craftsmanship and an emphasis on material quality, ideal for those who value luxury through subtlety.
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The Row
Founded by Mary-Kate and Ashley Olsen, The Row epitomizes quiet luxury with minimalist designs that focus on impeccable tailoring, luxurious materials, and a refined color palette. Known for its oversized coats, high-quality knits, and muted colors, The Row has become a go-to brand for those who appreciate sophisticated fashion.
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Toteme
Founded in 2014 by Elin Kling and Karl Lindman in Stockholm, Toteme embodies the clean, minimalist design characteristic of Scandinavian style. The brand skillfully weaves its distinctive logo aesthetic into its designs, creating a signature look that feels both understated and sophisticated.
In a world increasingly saturated with over-the-top branding, quiet luxury provides a refreshing alternative—one that values style and substance in equal measure.
