Why quiet luxury has become very loud
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.
This trend was evident on the catwalk shows throughout February 2023, with more paired-down looks that focused on classic shapes and natural tones as well as the many ‘classic Hollywood’ references to be found on the red carpet events so far this year. (BoF 2023)
It was inevitable that people would tire of the ‘in-your-face’ post-pandemic excitement, loudly celebrating being able to go out again. However, there is a slight confusion about how we got here so fast. This is where the key driver of economic anxiety kicks in.
“It’s a mirror to the current economic climate. There are times in the world when everything’s great and people want to show off, but right now, everyone’s a little bit uncertain,” said Heather Kaminetsky, the North American President at Mytheresa.
For the wealthy, it leaves them open to scrutiny, criticism and the loss of influence if they are showing off excessively during times of economic turmoil, therefore opting for more subdued fashion choices keeps them ‘humble’.
SUSTAINABILITY
The fashion industry is a major contributor to global pollution with the main culprits being fashion’s fast turnover rate, where clothes are constantly being replaced in order to stay on trend. This level of consumerism in clothing is a bad habit, and customers are starting to deem it unnecessary and reckless.
PANDEMIC
During the pandemic, we made do with less, including the content of our wardrobes. Most of us opted to wear fewer variations for longer periods of time, resulting in the reassessment of what items of clothing and brand we want to invest in. Quiet luxury looks to be part of the post-pandemic adjustment phase from the super outgoing to the subdued ways of dressing.
ELITE CLOUT
In the same way that big logos might attract a certain type of attention, wearing a sleek coat with Italian-made loafers and an elegant shirt will have those who are in the know do a double take as you walk down the street. The quiet luxury dressing has the appeal of aligning with a certain group of secure upper-class and ‘old money’.
IN SUMMARY
Economic worries, sustainability, elite appeal and a post-post pandemic reassessment are all behind the quiet luxury trend. Similar aesthetic statements can also be found in the world of interior and product design, with functionality, quality and materiality being deemed as more important and desirable. This rebellion against over-the-top, hypedriven trends feels like a period of adjustment, going from one extreme to another, and it will be interesting to see how this trend gets further interpreted in the home, workplace and tech.
Image Source & Credits
- Succession: HBO
- Loro Piana