Everybody loves fashion. But if you are working in fashion industry, this article might help you make the right choice and be more relevant when it comes to marketing and positioning your brand, as it will show you how those in the industry are utilizing it to generate millions and more interestingly, to attract the Gen Z clientele, in particular.
What is Quiet Luxury?
Think wool coat, beautifully tailored, stitched with attention and elegance. Think fluffy cashmere pullover, silk refined buttons, and premium materials meticulously crafted with impeccable stitching and exquisite design, with minimal to no sign of luxury logos and gold belt buckles that scream “I paid a fortune for this”. The concept of Quiet Luxury, also referred to as Silent Luxury, minimalist, pertains to an elevated, intimate, and customized experience characterized by subtle branding, reflecting a dedication to timeless elegance and meticulous craftsmanship, prioritizing the creation of a masterpiece.
Quiet Luxury encompasses garments of exceptional quality, embodying timelessness, and refinement. This simply understated elegance is also recognized by consumers as stealth wealth, and it has maintained its appeal across generations, spanning from everyday life to fashion runways and to high-profile events like celebrity weddings and red carpet. According to a Forbes report, an article in Who What Wear beautifully elaborates on how “wealth has decided to lower itself into a whisper.”
Gen Z and Quiet Luxury
Gen Z can be seen on social media wearing and promoting Silent Luxury, consciously or unconsciously, mainly because of Gen Z’s interest and support to sustainability, and that is the core of the trending luxury. Not necessarily everyone can afford Loro Piana, Céline and Brunello Cuccinelli for instance, that’s why many more affordable brands like Armani and Max Mara for instance, started years ago to follow the trend and Gen Z is in favor of that.
Pop culture, including shows like Succession and trends on platforms like TikTok, has also played a role in mainstreaming Quiet Luxury among Gen Z, particularly appealing to a younger audience confident in their choices.
Labeled by media outlets as “Gen Z’s latest trend,” luxury brands are now more than ever benefiting from this movement as it opens them to a new mass of consumers. Surprisingly, an interesting survey commissioned by reliable sources like Rakuten and Vogue Business found that Gen Z, regardless of the motive, is buying into the luxury market at a three times higher rate than previous generations. This, ladies and gentlemen, is a game changer in the fashion industry.
What makes Quiet Luxury thrive? Why now?
The trend of Quiet Luxury has now become deeply ingrained in the worlds of fashion and luxury. Historically, it tends to follow a cyclical pattern closely tied to economic ups and downs. This resurgence of Quiet Luxury often coincides with periods of financial downturns.
During the Global Financial Crisis in 2007-2008, Quiet Luxury emerged prominently in the fashion industry. Céline played a pivotal role in redefining luxury as a fusion of practicality and sophistication, offering chic everyday attire that appealed to a wide audience. It is important to highlight that this shift towards understated elegance was not limited to fashion but extended to high-end goods as well.
LVMH provides discreet options that cater to customers seeking subtle luxury, and brands like Loro Piana have thrived in this environment. For example, a silently elegant Vidal Coat from Loro Piana can cost around 8,900 EUR. Other notable brands embracing quiet luxury include Brunello Cucinelli, The Row, JIL SANDER, Max Mara, Bottega Veneta, Céline, and KHAITE, among others.
The resurgence of Quiet Luxury in recent years can be attributed, in part, to the global pandemic’s impact on consumer financial insecurity. Covid’s economic toll trillions of dollars, exacerbating income inequality.
The appeal of Quiet Luxury grows as flaunting conspicuous logos may be viewed as insensitive or out of touch during financial crises, when the majority is struggling to pay rent or meet end of month expenses. This trend aligns with heightened awareness of sustainability, conscious consumerism, and concerns about job security. This resurgence has also been observed in China post-pandemic, as reported by the Financial Times.
Quiet Luxury is stronger than ever. The question is which brands will join the trend next?
Debate: The Whispering Fashion Luxury
Very interesting. Thank you for sharing ♥
Love the article!