In a world where notable luxury brands are easily identifiable by their logos, it might come as a shock to some that “quiet luxury fashion” is on the rise and gaining popularity. Quiet luxury fashion uses high-quality materials and impeccable design, without relying on flashy logos or branding. While quiet luxury apparel is increasing in the fashion industry, it’s not new. Quiet luxury fashion has been around for decades. Its roots can be traced back to when minimalist and understated aesthetics started taking over the fashion industry in reaction to the loud logos and overt branding of the 1980s. In recent years, quiet luxury fashion has become popular as consumers shift away from conspicuous consumption and prioritize quality and sustainability in their purchasing decisions. This low-profile, yet expensive, style is also appealing to the affluent who aim to disguise their wealth. Quiet luxury is on the rise and many in the industry are wondering what impacts it could have on logo-heavy luxury brands, if any at all.
Luxury Wardrobe Staples
Quiet luxury includes the concept of elevated basics. Elevated basics are essential wardrobe pieces taken to the next level. A basic piece to some might be a $25 solid crewneck t-shirt from The Gap, but an elevated basic garment is a $420 organic cotton, solid t-shirt from The Row. The prices of these two t-shirts vary significantly because The Row’s apparel, designed with the highest quality materials and craftsmanship, is supposed to be an investment that will last. In an era of fast fashion and fleeting trends, many consumers are looking for timeless pieces that will remain stylish and relevant for years to come. When cost is no concern, buyers prioritize sustainability, ethical production, and quality over fast fashion and distinct branding. Quiet luxury is easily integrated into various outfits and remains relevant across different seasons and fashion trends. By investing in expensive basics, consumers can be confident that they are getting a piece that is not only stylish, but also high-quality and long lasting.
A Subtle Statement
You won’t find bold logos or visible branding on quiet luxury apparel. As the name indicates, quiet luxury is meant to be subtle and discreet. For many years, logo-heavy apparel has been associated with luxury brands that have built strong brand recognition and identity through their logos. While wearing logo-heavy apparel is a way to participate in the culture of branding and fashion, it is also used as a method to display wealth. In a society where showing wealth is sometimes associated with negative connotations, quiet luxury allows buyers to enjoy the exclusivity of luxury apparel without drawing excess attention. Over the last three years, we have faced many global events that heightened awareness of social and economic issues, leading to an increase in conscious consumerism. Many reevaluated their relationship with fashion and priorities have shifted to quality, sustainability, and mindful consumption. This shift has allowed quiet luxury to thrive.
While quiet luxury emphasizes understated elegance and a more subtle approach to luxury fashion, there is still a demand for daring and eye-catching designs that make a statement. Some consumers prefer the boldness and logo-heavy designs that are signature to many luxury brands. Ultimately, both quiet luxury and visible luxury have their place in the industry, and the diversity of offerings is what makes luxury fashion so dynamic and exciting.
