What does luxury mean to you? Is it wearing flashy designer clothes, driving expensive cars, or flaunting your wealth with conspicuous consumption? If so, you might be missing out on a more refined and sophisticated way of enjoying the finer things in life: quiet luxury.
Quiet luxury, as the name suggests, is the opposite of loud and ostentatious luxury. It is a style and attitude that values quality, craftsmanship, functionality, and elegance over logos, trends, and status symbols. It is not about showing off, but about appreciating the subtle details and nuances that make something truly luxurious.
The Impact of Quiet Luxury
Quiet luxury is not a new concept. It has gained more popularity and relevance in recent years, especially after the global pandemic and economic downturn. As people became more conscious of their spending habits, environmental impact, and social responsibility, they also became more discerning and selective about what they buy and wear.
According to Lorna Hall, director of fashion intelligence at trend-forecasting firm WGSN, quiet luxury is part of a cycle that reflects the changing mood and preferences of consumers. “When pandemic-era restrictions began to ease in 2021, fashion trends swung toward ‘peacocking’ and ‘dopamine dressing’: bright colors, loud prints, and flesh-baring styles. So it only makes sense that after the thrill of emerging from lockdowns flush with cash wore off and the economy swung in the other direction, fashion trends would shift as well,” she told Insider.
Quiet luxury also reflects a shift in values and priorities among the wealthy elite. Instead of competing for attention and validation with flashy displays of wealth, they prefer to invest in experiences, education, philanthropy, and personal growth. They also seek to express their individuality and authenticity through their choices, rather than following the crowd or conforming to expectations.
Prominent quiet luxury brands
Quiet luxury brands are those that offer products that are high-quality, timeless, sophisticated, and understated. They do not rely on logos or marketing gimmicks to attract customers, but rather on their reputation, heritage, craftsmanship, and innovation. Some examples of quiet luxury brands are:
- The Row: Founded by Mary-Kate and Ashley Olsen in 2006, The Row is a fashion label that epitomizes quiet luxury. The brand is known for its minimalist aesthetic, impeccable tailoring, neutral palette, and premium materials. The Row’s clothes are designed to be versatile, comfortable, and durable, as well as elegant and refined.
- Loro Piana: Loro Piana is an Italian luxury brand that specializes in cashmere and wool products. The brand has a history of over two centuries of producing some of the finest fabrics in the world. Loro Piana’s products are characterized by their softness, lightness, warmth, and durability. The brand also prides itself on its ethical and sustainable practices.
- Bottega Veneta: Bottega Veneta is an Italian luxury brand that was founded in 1966 by Michele Taddei and Renzo Zengiaro. The brand’s name means “Venetian workshop” in Italian, reflecting its artisanal heritage and craftsmanship. Bottega Veneta is famous for its leather goods, especially its signature intrecciato weave technique. The brand’s motto is “When your own initials are enough”, implying that its products do not need logos or labels to be recognized.
- Everlane: Everlane is an American online retailer that was launched in 2010 by Michael Preysman and Jesse Farmer. The brand’s mission is to offer “radical transparency” to its customers by revealing the true costs and origins of its products. Everlane’s products are simple, classic, and affordable, made from high-quality materials and ethical factories.
Famous People Using Quiet Luxury
Some famous people who have adopted this trend are Jennifer Lawrence, Tracee Ellis Ross, Sofia Richie, Sienna Miller, and the Olsen twins. They wear pieces from brands such as The Row, Bottega Veneta, Khaite, Proenza Schouler, and Victoria Beckham that are refined, sophisticated, and timeless.
In short
Quiet luxury is not about being boring or bland, it is about being elegant and refined, and having a sense of self-worth and confidence. It is not about being exclusive or elitist, it is about being inclusive and respectful, and appreciating the beauty and diversity of the world. Quiet luxury is not about being quiet, it is about making a statement without saying a word.
