Quiet luxury

A certain category of high-quality clothing does not feature a brand logo as a distinguishing mark. It is referred to as “quiet luxury” because it is more understated than some other garments, which immediately signal their brand with large and/or multiple logo displays.

Quiet Luxury clothing is characterized by high-quality materials—typically wool, cashmere, or silk—and understated, subtle colors. A riot 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, pants, or hats—are marked by an exceptionally high price. A wool coat for over 10,000 euros, a wool hat for just under 500 euros, and merino wool sweatpants for 900 euros are not viewed by shoppers at Quiet Luxury as expensive, but rather as a matter of course.

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.

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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

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