Hello luxury enthusiasts,

Today’s topic of discussion happens to be quite a silent but commanding one. A strikingly similar cousin to the well-known old money aesthetic, Quiet Luxury has risen from the ashes like a phoenix, preparing for its major revival in 2023. This time, it’s here to stay.

“Simplicity is the Ultimate Sophistication.” – Leonardo Da Vinci

Post pandemic, people realized that their flashy clothes and logos can’t and don’t have the functionality and timelessness, as they had to turn to their everyday closet rather than the clothes that required a special event for their appearance.

Don’t get me wrong, clothes for special occasions are a lovely way to enhance the celebration, but when you realize that they can’t be a part of your style for more than two seasons, well, that’s when perspective changes.

This is also around the time Quiet Luxury started to gain traction. Much like the old money aesthetic, it promotes clean lines, tailored outfits, high-quality materials, and most of all, elegance that lasts. Though old money has the essence of generational wealth at its core, Quiet Luxury holds minimalism and clean aesthetics as its central idea.

Why Quiet Luxury is here to stay for a long time?

As we transition from bold, in-your-face logos and striking materials to neutral, well-tailored, timeless, classic chic items that don’t present any brand name but quality products- think tailored trousers, cashmere sweaters, linen shirts, silk scarves, woven jackets- these items have no brand name, yet they are considered luxury due to the quality and elegance of the products (though it does probably have a higher price tag than blingy fashion).

And it’s not just these qualities that caused the re-emergence of this lost aesthetic; it’s also the values of minimalism and sustainability that encourage people to embrace this aesthetic.

“Elegance is not about being noticed; it’s about being remembered.” _ Giorgio Armani

I mean, think about it, while trends change fashion every season, promoting maximalism and consumerism with materials that didn’t even last a season well, Quiet Luxury brought a pause to that, told the industry to slow down and embrace their style rather than the microtrend culture.

Their promotion with quality material that will last well in your closet, both material-wise and in the fashionable sense. It promotes the sustainability of your closet, to utilise it to its ultimate optimisation, with pieces that create a refined image of your everyday style rather than the ones that are just showstoppers occasionally. Sure, the flashy clothes are a statement, but are they something that you would be remembered for?

Now, coming to the main concept,

How Quiet Luxury became a billion-dollar strategy?

Brands like Hermes and Brunello Cucinelli are some of the leading brands that have always had this sense of ‘simplicity in sophistication’ in their products. Making them the leaders of the Quiet Luxury movement as well.

Unlike traditional luxury brands, they also invest heavily in quality materials, timeless design, and authentic artisanship. Allowing their products to speak for themselves, instead of the brand name, flashy logos, or huge campaigns. I mean, have you ever seen a Birkin bag out of demand?

The strategy also has a psychological explanation. Since owning a piece from a luxury brand that doesn’t conventionally do marketing, it allows its consumers to have this sense of insider secret, since only they realize the true value of the product.

Making both the producer and consumer a rarity in the industry. The brand makes it less about the expensive product and more about the secret rendezvous relationship the brand has with the customer. In a sense, the brand caters to an exclusive audience that understands the artisanship and ideas gone into making the product, simultaneously creating a loyal consumer base for the brand.

Nevertheless, there’s a price linked with this exclusivity. Quiet luxury goods are likely to be far more costly compared to those that are loud. The high-cost functions act as a gatekeeping mechanism that guarantees that just a few individuals can afford the lifestyle, while reflecting the quality and exclusivity.

Conquering other spheres of the luxury lifestyle

In all honesty, Quiet Luxury isn’t just a fashion aesthetic; it has taken its rightful place in various other industries as well, for example,

In the interior design sector, minimalism and sustainable materials that are locally sourced to show the unique qualities of the land while still serving as functional elements in the house is gaining popularity. Along with furniture specifically designed to match the aesthetic view of your home, and not the other way around.

Or in the automobile industry, where car designs like the sleek, simple designs with intuitive functionality and the inclusion of innovative technology like Tesla are appreciated- moving away from flashy exteriors to just pure design and quality management to do the job of emphasizing its luxury.

Or for tech, Apple had capitalized the market for Quiet Luxury way before the term came into trend again. Its products are instantly recognizable status symbols, thanks to its elegant designs, excellent artisanship, and timeless design that doesn’t take away from the phone’s performance.

What comes next?

While Quiet Luxury slowly takes over all the industries in its own subtle ways, it is more than just another luxury trend. It’s shaping how people perceive consumerism and micro trends, allowing them to look beyond this to find the true beauty of timeless luxury.

Whether that may be in the form of clean, old money, minimalism, or any other aesthetic, it teaches brands and consumers to look beyond and seek the real meaning of elegance, grace, and elements that can make a person’s first impression a memorable one.

It also emphasizes sustainable practices while having a shopping spree, thus making it a more thoughtful process, that can essentially save our planet. This applies to both the brand and the consumer. Brands are also encouraged to leave behind pieces that embrace their heritage while leaving a new legacy.

In conclusion, I believe Quiet Luxury is here to stay for the long run. It’s not just an aesthetic, it’s a mindset and lifestyle choice, reimagined with modern principles to give people a reality check of what it is to live like while being timelessly elegant.

It allows luxury to speak a different language for itself that only true enthusiasts will understand. So, the next time you think about someone’s outfit being too old school or simply minimalistic, think again. Because if you ask a rich person, if they’re rich, they’ll always say their comfortable, and the same goes for their lifestyle.

Until next time, Signing off for now.