Quiet luxury

A certain category of very high-quality garments does not bear a brand logo as a distinguishing feature. It is referred to as ‘Quiet Luxury’ because it is quieter than some other garments, which immediately indicate which brand they come from with large and/or multiple logos.

The hallmarks of Quiet Luxury clothing are high quality materials, usually made of wool, cashmere or silk, and understated, subtle colors: an orgy of beige, white, mud and black.

The cuts are often extravagant: casual nonchalance dominates. Some items of clothing, such as pants, have hemlines that trail across the floor like the train of a wedding dress, sending out a signal: I don’t have to walk down the street, my driver will take me straight to the carpet.

The term “quiet luxury” refers primarily to fashion, but is currently being extended to many other areas of life, such as living and wellness, based on the same principles of high prices that ensure exclusivity.

Only the price is loud

All items of clothing in this category, whether coats, blouses, trousers or hats, stand out: An exceptionally high price. A wool coat for over EUR 10,000, a wool hat for just under EUR 500 and merino training trousers for EUR 900 are not expensive at Quiet Luxury, but are taken for granted by buyers.

Typical manufacturers of these garments include Loro Piana, Bottega Veneta and The Row. Only small, rather inconspicuous details such as a particular seam or a small embroidery indicate who markets the garments.

According to the manufacturer, sales difficulties are unknown. If you buy in this price category, there is no question about the price – the more exclusive and expensive, the better.

The extremely high prices are therefore reassuring for many of their buyers: What is very expensive must be good. The dizzyingly high prices also ensure that only a few can afford them. So there is no danger of being lost in the crowd.

Armani Store Frankfurt

The fascination of nonchalance

Although this category of clothing only occupies a relatively small market segment, there is a lot of buzz about it. Many fashion journalists and readers are fascinated by the extremely high prices and the nonchalance with which the wearers present the often oversized-looking garments.

In a noisy world where many things are shouted out, the apparent understatement of not having to point anything out and yet being the center of attention is too unusual to be ignored or overlooked.

For many fashion houses, big business means drawing attention to the brand as loudly as possible. Even brands that used to be more reserved in their brand presence now prefer the drumbeat to the piccolo and generate good sales figures as a result. Stylish looks different.

See Also

HOW MUCH CLOTHING IS TOO MUCH?

Positive

Quiet Luxury is drawing more attention to natural materials again, which is a very positive trend. There is already too much plastic in this world.

The extravagance of some cuts also brings variety to a fashion world that is often an endless repetition of the same old thing.

However, there is also a certain risk that good quality materials will be considered unaffordable and that poor quality materials will be increasingly accepted with resignation.

Don’t give up the search for good quality materials. They are still available in affordable quality, you have to search for a long time, but you will be rewarded with great comfort and durability.

Cover picture: Bottega Veneta Milan Fashion Week 2023 © IPA, Alamy Stock Photo

#Advertising #ProductPlacement #IndependentRecommendation #BecauseWeLoveIt