With a new season of HBO’s Succession, rising financial worries and changing attitudes towards ‘logo-mania’, quiet luxury has become a growing trend. This report will discuss what it is, why it is currently trending and what it could mean for other designer brands.
The quiet luxury trend refers to the focus on quality and new-age minimalism, focusing on key investment pieces and thoughtful shopping habits. In other words, it is wearing clothes that have more emphasis on cut, fabric, low-key brand indicators and quality rather than overtly visible designer flares. It is the opposite of wearing big logos, relying instead on the ‘if you know’ effect. Ironically, with most basics starting at around £2,000 (BoF 2023), few people are able to actually afford the trend.