Shhh… When You Know, You Know
For being quiet luxury, this trend or, shall I say, lifestyle has made some loud noise taking over the internet. From Gwyneth Paltrow to HBO’s Succession to Sofia Richie’s Chanel affair wedding, quiet luxury is the newest allure of fashion.
Quiet luxury is one of 2023 biggest trends yet and exudes class, elegance, and stealth wealth. Found on Insider, Thomaï Serdari, director of the fashion and luxury MBA program at NYU's Stern School of Business, says, “Clothing of the highest quality, but also clothing that has timelessness, is sophisticated and understated.” This style involves cashmere sweaters, wool overcoats, and silk button-downs in neutral color palettes with no logos or trending shapes and styles. The silhouettes are classic and tailored to the body because the luxury implies the time and care put into the craft of the garment.
Some famous houses that keep their products “discreet” and follow a quiet luxury aesthetic are Loro Piana, Brunello Cucinelli, Khaite, The Row, and Bottega Veneta. But it’s not necessarily about the name brand but more about the aesthetic and message of the style of these fashion houses.
“Not everybody can afford to be dressed in Loro Piana and Brunello Cucinelli,” Serdari says. “It's more about the aesthetic, but perhaps also thinking twice about whether you need a sweater that is going to fall apart in two washes or whether you want to wait and invest in something that you can wear for a few years.”
We are all familiar with the fast trend cycle. However, this isn’t the first time we have seen quiet luxury become popular amongst the media. This may be when this trend sticks around as consumer behavior prioritizes sustainability.
Quiet luxury first became a significant trend in 2008 amid the Great Recession. In 2023, the trend is back, with consumers rethinking their shopping habits as we enter the downhill of post-lockdown dopamine dressing. Quiet luxury has the chance to work together with sustainability and conscious consumerism.
The Business of Fashion says, “It’s about buying less, but better, investing in classic pieces that will last the test of time and seeking out quality materials.” Quiet luxury is the ultimate partner to a capsule wardrobe as it heightens the appeal of responsible investment in quality pieces.
However, this trend could easily take a turn with brands using it as a marketing tool to sell more clothing leading to more consumption; the sentence we don’t want to hear in this climate. Fast fashion brand Shein has even dedicated a landing page to quiet luxury.
The important message to take away from quiet luxury is that we should be buying less. The Hot or Cool Institute report says, “The average person shouldn’t need more than 74 to 85 garments and shoes (depending on the kind of climate they live in) to keep them covered for all occasions. If that sounds limiting, in the 1960s, the average French wardrobe consisted of about 25 outfits, or 40 pieces in total, and the country was considered the epitome of chic.”
The quiet luxury aesthetic can feel inaccessible, especially with its elitist undertones. However, one potential of this trend is to bring awareness to the entire fashion community of the importance of thought before purchase. Now it’s time to put that action in place, change how we shop, and improve the fashion industry's carbon footprint.
-As always, elevate your wardrobe with respected fashion and embrace the shift in style
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