Less isn’t always more, but in this case, it is.
2023 saw the quiet luxury trend dominate in fashion circles. And yet, it appears it’s not just a trend. Rather, it’s a fashion phenomenon, a lifestyle.
Though it’s known to go by different names, quiet luxury is a resurgent fashion movement that encourages investment in high-quality, minimalist pieces with timeless appeal. It’s a step back from bold logos and over-the-top prints and a step towards refined, understated style.
Cuts and colors are cornerstones—clean lines and a pared-back palette allow for maximum versatility and an enduring air of sophistication. But with premium fabrics and expert craftsmanship at the forefront, the aesthetic can be copied, the pieces not so much.
In simple terms, quiet luxury is new-age minimalism with subtle notes of old-money aesthetics.
It may come as a surprise, but quiet luxury is actually nothing new. It can be traced throughout history, more recently to the minimalist fashion of the ’90s (a welcome antidote to the frenzy of the ’80s). It resurfaced once again in 2023, sweeping through fashion on a tidal wave of ’90s nostalgia—perhaps in response to the short-lived, hyper-young Y2K look we saw the year before.
This quiet luxury revival could also be explained by pop culture phenomena. You might remember the wild popularity of the television series Succession or the Gwyneth Paltrow civil court case that stole the media spotlight. What did the two have in common? Drama, yes, but also style. Its protagonists displayed a humble extravagance, wearing expensive yet subtle pieces from some of fashion’s biggest names. They shifted our focus towards finer (yet surprisingly comfortable) clothing, where unfussy silhouettes and minimal details let the designs speak for themselves.
So, it seems we’ve been here before, but could quiet luxury be here to stay? No doubt, it’s making some serious noise in the fashion world, and certain brands along with it.
For many, The Row is the brand that comes to mind for quiet luxury. Its anti-trend approach to fashion proves ironic given how many trends it’s started. Established in 2006 by the Olsen sisters, The Row provides a masterclass in minimalism and proves the strength in subtlety, with every piece made from the highest quality materials and produced to the highest standard.
Of course, this wouldn’t be a quiet luxury discussion without mentioning Loro Piana—soft hues and shapes speak to the brand’s veritable less-is-more aesthetic. Founded in northern Italy in 1924, it strives to use only the finest materials for unparalleled, have-forever quality. Its traditional yet innovative craftsmanship has blazed a steadfast trail of success now for centuries.
But if there’s one brand that epitomizes quiet luxury, Brunello Cucinelli is it. From muted tones to minimal details—save for signature monili beading—its elevated basics are pieces to the perfect quiet luxury puzzle. Much like its industry rivals, the Italian brand prioritizes premium fabrics, timeless design, and expert craftsmanship.
However, with higher quality comes a higher price tag. In this economy, it’s unrealistic to think we could all ride the quiet luxury wave. So, for a more affordable aesthetic, think Cos, Arket, or Massimo Dutti, to name a few.
The list could go on and on, but it’s clear there’s one winning formula underlying each and every quiet luxury contender: comfort + craftsmanship = sartorial success.
But why invest? There’s no doubt it’s refreshing to see that these clothes bring comfort and style together instead of sacrificing one for the other. What’s more, their classic, timeless design focuses more on customer needs and less on image, giving priority to quality construction and durability. Thus, not only do they survive short-lived trends, but they’re designed to outlive most of your wardrobe.
If not for your wardrobe, think of the planet—this idea of forever plays into the sustainability narrative. Indeed, many quiet luxury brands make conscious efforts to use more eco-friendly fabrics, including natural materials such as linen, hemp, and certified organic cotton.
In fact, it encourages not only a sustainable, less-is-more approach to style but also to buyer behavior. After all, why buy more when you have everything you need? When the pieces are simple and chic, they can be styled with anything and everything and easily worn on repeat for years to come.
Ultimately, the quiet luxury movement is providing a much-needed break from fast fashion. Its humble focus on conscientious purchasing trumps short-lived and uber-commercialised trends, where fabrics and clothes are treated as disposable and all part of planned obsolescence.
As elegant as they are unpretentious, these designs are made to last a lifetime. Trends will continue to come and go, but it’s a quiet luxury that speaks volumes.
