Is this a new strangeness or a trend for uncertain times? Quiet Luxury” reconfigures the established codes of the luxury world with a discreet elegance, far removed from the ostentation of wealth through large logos. As we explore this trend, let’s delve into the very essence of the “Quiet Luxury” that has received so much media coverage in recent months, and discover how it is redefining the very notion of contemporary luxury.
Farewell to the word (Logos), make way for ASMR-style whispers in fashion. Within the lavish world of luxury, a silent revolution is underway. “Quiet Luxury” has emerged this year as a breath of fresh air in an industry traditionally associated with opulence and extravagance. Behind this trend lies a subtle philosophy that favors understated elegance, timeless high quality and durability.
The Quiet Luxury concept emerged in response to a society in crisis (political, social, economic, relational…), where the search for the right balance between extravagance and modesty has intensified. Last April, this movement was catalyzed by iconic personalities such as Gwyneth Paltrow, who adopted a minimalist, refined style of dress. At her trial following a skiing accident in 2016, the American actress caused a sensation with her ultra-sober, elegant looks.
This trend has also gained in popularity thanks to hit TV series such as HBO’s “Succession”, which has exposed the elegant yet discreet aesthetic of an elite in the richest 0.1%: the Roy family owns a superyacht, the Solandge, as well as a media empire and residences in the world’s most glamorous spots.
Minimalist luxury
Quiet Luxury is defined by the quality of the fabric, rather than just a garish logo. Clothes and accessories associated with this trend often feature clean lines, sumptuous materials and careful attention to finish. With him, minimalism is not synonymous with austerity; rather, it’s about creating a subtle, timeless and harmonious visual impact.
This aesthetic evokes a stronger commitment to sustainability and responsibility, far from compulsive buying. Quiet Luxury followers appreciate the intrinsic durability of remarkably well-designed pieces, and choose carefully crafted items over ephemeral trends. This is part of the quest for a more authentic luxury, where the meaning and value of products are preserved over time.
With Quiet Luxury, extravagant ornamentation and detailing take a back seat to understated distinction. Bright colors and flashy logos are set aside in favor of deliberate discretion. A proper wardrobe is made up of light wool pants in navy or grey, and cashmere turtleneck sweaters. Shirts and coats are cut with impeccable fit and made from high-quality fabrics. The choice of colors remains sober, in keeping with the hues dear to Gabrielle Chanel: black, white and beige. Navy blue blends in naturally. Quiet Luxury followers often opt for boots or shoes with black or white soles, leaving the red soles to others… to everyone else. The Roy family in Succession, for example, don’t hesitate to appear in white-soled Loro Piana shoes, well known to yachtsmen and yacht owners.
Economic and cultural impact
Quiet Luxury is provoking debate in the luxury industry, challenging traditional paradigms of visibility and exuberance. This understated distinction is not new, and was even observed in the wake of the 2008 subprime crisis.
While some luxury houses continue to showcase distinctive logos and flashy designs like Versace at its latest cruise show, other brands are turning to the subtle and timeless to attract an “in the know” clientele concerned with quality and authenticity. Prestigious brands such as Bottega Veneta, The Row and Jil Sander, Celine and Maison Margiela are embracing this trend.
This trend reflects an evolution in consumer desires and values, emphasizing experience and emotion over ostentatious displays of wealth. Quiet Luxury celebrates effortless elegance, letting quality speak for itself.
Moreover, in an age of trivialization and information overload accentuated by social networks, Quiet Luxury enables Old Money – the great families, rich for generations – to recreate the gap with the general public and the nouveau riche. It’s the perfect way to counteract the “looking expensive” trend that emerged on social networks in 2021, which consists of “looking rich” with simple ultra-fast fashion brands like Shein and Boohoo. In fact, the hashtag #HowToLookExpensive has flourished on both Instagram and TikTok.
In a climate of social tension, donning outfits that look as if they’ve just stepped out of a fast-fashion chain – such as Uniqlo or Zara – is also an instinct for self-preservation. Here, keeping a low profile avoids any confrontation with the outside world, while cultivating an entre-soi where only connoisseurs – truly accustomed to a life of luxury – are aware of the label behind this urban camouflage.
Quiet Luxury thus emerges as a counterpoint to the flamboyant, ostentatious luxury of the past, represented by the maximalist style of an Alessandro Michele at Gucci. By fusing sophistication with simplicity, this trend is reinventing the way we perceive and experience luxury. As the luxury industry navigates through increasingly conscious and sustainable waters, Quiet Luxury offers a glimpse of a future where discretion and quiet elegance become the flagship of modern refinement. This is the essence of elegance, in the etymological sense of “who knows how to choose”.
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