Behind the 'quiet luxury' trend

“Quiet luxury”, or “discreet wealth”, is the habit of wearing simple but expensive upper-class clothes that only the super-rich can recognize.

“Quiet luxury” - the new trend of modern fashion . (Source: Hermès)

But where did this trend come from and is it cooling down now that the average person is starting to take an interest in it?

Silent Wealth

Summer is here, bringing with it a fashion trend that's making waves everywhere, but if you're not paying attention you might miss it - it's the quiet luxury or "discreet wealth" trend.

After years of favoring and using accessories with clear logos or recognizable designs to show off their wealth, today's super-rich are gradually adding simple but high-quality outfits to their wardrobes, showing off their financial generosity in a subtle way rather than ostentatious.

According to Google Trends data released7, searches for “quiet luxury” have exploded over the past year, increasing by a staggering 614%.

This unique trend is especially popular in 2023 thanks to Sofia Richie's lavish wedding in April at the Hotel du Cap-Eden-Roc in Antibes, Gwyneth Paltrow's civil lawsuit, and the audience-favorite TV show "Succession."

Sofia Richie's simple yet elegant wedding dress. (Source: SofiaRichie/Instagram)

Sofia Richie's wedding was dubbed "quiet luxury" thanks to her light, elegant gown and minimal makeup. Media consultants have turned singer Lionel Richie's daughter into a trendsetter with multigenerational appeal. On TikTok alone, the hashtag #sofiarichiemakeup has garnered millions of views.

The 24-year-old has used her growing fame to create a series of "get ready with me" videos , inviting fans to see how she created different looks for her multi-day wedding.

The overall style of Richie's wedding was lavish but not too flashy and seemed to inspire people to aspire to a luxurious lifestyle without being ostentatious.

This marks a change of pace for the model after some social media users said the particular outfit she wore earlier - a bright pink Chanel jumpsuit with the fashion house's logo - did not exude "quiet luxury".

The outfit received mixed reviews for not being "quiet luxury" (Source: @PRADAXBBY/Twitter)

Her new look incorporates Chanel, but is more subtle and fits perfectly with the trend of monochrome and neutral outfits that is taking over social media and street style.

Fashionistas are increasingly embracing subtle hues, inspired by Sofia Richie’s choice of whites, creams and browns in the run-up to her wedding. And while the look isn’t exactly expensive, the super-rich will happily spend hundreds of euros on a simple sweater, often from brands like Loro Piana, The Row and Brunello Cucinelli.

This is especially evident in the recently concluded film "Succession." Along with the dramatic dialogue, the "quietly wealthy" style was at the forefront of the characters' interactions and wardrobes.

In one episode, a multi-thousand-dollar Burberry bag is described as "ridiculously large" and "huge" due to its vintage plaid pattern making it too recognizable.

The show's costume designer, Michelle Matland, has been working on creating outfits that fit the "quietly wealthy" style for the main characters since the show aired in 2018.

The male characters wear black suits, often tailored, and logoless baseball caps, while Shiv, the only sister in the villainous Roy family, wears neutral outfits that subtly assert her power and wealth.

Simple yet incredibly expensive outfits are used as a measure of wealth throughout the film "Succession". (Source: succession/Instagram)

However, the "quiet elegance" mindset is not easily accepted by Shiv's husband, Tom.

In the early episodes of this famous season, Tom gave Logan, the head of the Roy family, a top-of-the-line Patek Philippe watch, telling him: "This watch is very accurate. Every time you look at it, it will tell you exactly how rich you are", but completely failed to understand the meaning of "quiet luxury".

Chris Reid, Head of Design at Carl Friedrik, says that “Succession” has rightly focused on the theme of “quiet wealth”: “The so-called “quiet luxury” is not just a passing trend, but a way of life. Born of refinement, it is softer than minimalism, but has a more polished look than, say, normcore.”

“The iconic oversized bag scene in the current season of Succession and the online reaction proves that quiet luxury is alive and well,” says Friedrik.

Turning the courtroom into a catwalk - Gwyneth Paltrow wore a variety of "quiet luxury" outfits during her civil trial. (Source: AP)

While “Succession” is a fictional but believable story, Gwyneth Paltrow’s civil lawsuit this past March is one of the clearest examples of what “quiet luxury” means.

The Oscar-winning actress is being sued by a man who claims she stabbed and seriously injured him while skiing. The trial has become a showcase for Paltrow's personal brand of "quiet luxury", including the £299 Smythson notebook she once used to cover her face.

Throughout the trial, she took a subtle approach with power outfits that hinted at wealth without being too flashy or flashy.

On one occasion, she wore a simple cream crew neck top from Loro Piana, which retails for €1,385, and on another occasion, she opted for a coat from The Row, which retails for €4,482.

At the time, the concept of “quiet luxury” was so little known that it seemed only those with comparable wealth recognized Paltrow’s modest, high-priced outfits, which she used as a ploy to convince the jury that she was “one of them.”

Paltrow in court, covering her face with a €299 Smythson notebook. (Source: Getty Images)

According to Fenwick buying manager Sue Shields, if your budget is a little smaller than the millionaire actress's, you can still achieve this look on a budget: "Quiet luxury is not just about minimalism, but also about all the high-end pieces that give you an elegant and sophisticated look. Think crisp coats and blazers, clean simple suits and perfectly tailored trousers, paired with a standout bag or a special piece of jewellery."

Friedrik agrees, noting: “To achieve quiet luxury without breaking the bank, invest in a crisp white shirt, a tailored linen suit in a subtle shade, and a quality bag that exudes high fashion without breaking the bank.”

The designer added: "This minimalist style can be combined with other monochrome items to create outfits that are suitable for both work and play, and also to make the most of your clothes without compromising on style. Prioritize quality over quantity when choosing timeless fashion items for your wardrobe."

Simple, elegant cuts are the hallmark of luxury fashion houses like Brunello Cucinelli. (Source: Brunello Cucinelli/Getty)

The old goes, the old comes back

It seems that quiet luxury is nothing new.

Fenwick menswear buyer Ollie Shepherd says: “The concept of quiet luxury isn’t new, it’s the same idea we associate with the saying ‘don’t buy more buy better’. Invest in quality pieces from sustainable brands, and choose styles you can wear again and again.”

In fact, this is a long-recognized trend, likely originating with the industrialists of the Gilded Age in 19th century America and 18th century France as a response to boom times when flamboyant wealth was the fashion of the time.

The Covid-19 pandemic is a modern version of that trend, as young, ambitious but confused customers invest in brands with big logos and statement pieces.

Simple but expensive - an outfit from The Row's spring/summer 2023 collection. (Source: therow/Instagram)

Three years later, with much of the world on the brink of recession , it's no surprise that quiet luxury is all the rage, with those with stable finances not wanting to flaunt their wealth in the eyes of those struggling.

This also happened in the 1990s, a time of global change, when minimalist and practical style became more popular and fashionable thanks to brands including Donna Karan and Miuccia Prada, as well as thanks to its quiet display of wealth amid the severe economic downturn of 2008/9.

With rising gas, food and interest rates and a bleak outlook for the next several quarters, it will be interesting to see how long quiet luxury with its subtle colours and simple designs can last. Some experts are already predicting a return to bright colours and logo-adorned clothing.

The trunk was so large it had to be carried by truck down the Louis Vuitton runway. (Source: Getty/Gamma-Rapho)

If Pharrell Williams’ debut collection as Louis Vuitton menswear director is any indication, quiet luxury will be over for the fall. With logo-embellished garments from his impressive Paris Menswear Week show, accompanied by trunks so large they had to be wheeled down the catwalk in golf carts, Williams made a not-so-quiet statement.

Is it a case of “quiet luxury is dead, ostentatious luxury is here to stay”? It’s probably too early to tell, but it seems like the trend is over before it really began.

Source: https://baoquocte.vn/dang-sau-xu-huong-quiet-luxury-235884.html