Why Quiet Luxury Is So Successful

Until recently, the logos of luxury brands could not be placed large enough on a fashion piece. After all, most people would like to show quite openly which designer piece they are wearing. For a few months now, however, a new trend has been emerging that goes in the opposite direction: large logos that immediately catch the eye are no longer desired. Instead, the signets should be as small and discreet as possible.

But there is much more to quiet luxury. Practised mainly by the super-rich, it is a restrained, elegant style of dress. Flashy colours, patterns and large logos are out of place here. Rather, it is inconspicuous garments whose purchase price can only be recognised by a trained eye.

We remember Steve Jobs' classic black turtleneck jumper, which was inconspicuous but an expensive designer piece by Issey Miyake. One of the pioneers in Quiet Luxury is the Olsen twins' fashion label The Row. But Bottega Veneta and Hermés also show quiet luxury on the catwalk.

The trend has been going viral for months now. It is being hyped on Instagram and TikTok. The reason for this is probably the successful HBO series "Succession". In the drama series about media mogul Logan Roy, his son Roman already makes fun of a Moncler waistcoat in season 2, episode 6. At the time, not much attention was paid to this scene.

When season 4 came out, a very similar scene happened in the first episode. At a birthday party, Greg's date's bag is described as a "ridiculously roomy bag". The distinctive check pattern makes it clear that it is a Burberry bag - valued at around €2,300. After this scene aired, there was a lot of talk about Quiet Luxury and it became the 2023 trend.

Quiet luxury not only has a fashionable style but also a strong connection to sustainability. Good quality makes the garments long-lasting. But sustainable materials are also used to create environmentally conscious fashion. Current trends are not important here. Rather, timeless, simple elegance is in demand, which can be combined endlessly and never goes out of fashion. The style is reduced to the essentials.

Unnecessary frills are omitted. This also applies to accessories. Fine bracelets, small earrings, not too much of it. Statement pieces are absolute no-goes. But don't worry, the trend is still definitely not boring. The fashion style is elegant, restrained and high-quality. That's probably the secret of its success and why we'll definitely be seeing it for a while longer. 

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