Quiet luxury, as the word describes itself, is a byword for minimalism, subtle elegance, and sophistication. With a trend of maximalism and an overload of logos on the wardrobes of the masses, a paradigm shift to classic style felt like a natural progression in the world of fashion and luxury. Logos can be seen as a predominant way to show off wealth, with big and bold logos surfacing on bags, shoes, apparel, accessories, and more, a new trend was whispering in the corners.
What is it?
This ongoing trend, which is also known as ‘stealth luxury’, epitomises and refocuses on investment pieces, high-quality materials, subtle colour palettes and more thoughtful shopping habits. Brands like Ralph Lauren, Loro Piana, and Brunello Cucinelli have resurfaced for their subtlety, logo-free apparel, and focus on design and shape, which makes them some of the most coveted brands for the past two years. Along with the brands mentioned above, the preexisting market leaders have also taken into account this sway and have included similar styles in their latest collections.
Rather than focusing on statement pieces, this trend puts more emphasis on the utility and viability of pieces that can be worn with the rest of the outfits and won’t get lost in the wardrobe. This majorly stems from the fact that with big logos and trending designs, they had a knack for getting lost in the crowd and out of fashion in the blink of an eye. Meanwhile, timeless fashion choices that will last for many years in the wardrobe. Brands like Gucci, whose ostentatious monogram designs were switched to champagne knit dresses and boxy blazers in the London Fashion Week autumn/winter ’23 collection demon, demonstrated the push effect that the Quiet Luxury trend has unfurled.
Its Rise and Rise
The tipping point for this trend can be attributed to the luxury icon brand Ralph Lauren, whose polo-inspired and nonchalant style won the hearts of customers and fashion pundits. Gwyneth Paltrow’s double-breasted navy blazer from Ralph Lauren that she effortlessly wore to her ski accident courtroom trial is a good example of this. The beautiful flowing silhouettes of model Sophie Ritchie were instantly adored by Instagram users. This led to an effect of sorts that tumbled like dominos, with her style being emulated by other celebrities, which finally trickled down to seemingly all brands.
One thing that is common in the Quiet Luxury fashion is that it serves as functional pieces which symbolises a connection to the brand. With the rampant rise of fast fashion which comes and goes like the wind, timeless pieces are like a firm anchor that will not drift away with time. This promotes a mindful approach where the customer buys things that are not boastful of mindless spending on flashy logos but on items that they can cherish and appreciate.
Its Endless Scope
A keen eye for bespoke craftsmanship, attention to detail, tradition, aesthetic appeal and unparalleled style are the cornerstones of this trend. This does not mean you have to opt for uber-high luxury brands, but opting for homegrown or less-known brands that offer seamless designs and unmatched quality are considered luxurious, too. Due to its rise in popularity, many people have attached this style to a status symbol of generationally wealthy individuals, but instead, it is about opting for a minimal approach to fashion that doesn’t dwindle with time. A black dress which can have a lofty price tag but is stitched to perfection will surely stand apart in the crowd filled with logos and branding.
This new age elegance is definitely here to stay and is a refreshing and much needed breath of air that was certainly missing from the market in the era of maximalism.
