From Flashy to Understated: Why Are Consumers Embracing the Era of Quiet Luxury

The Power of Subtlety: Redefining Opulence with Simplicity and Sophistication in Fashion

As we gracefully journey through the vibrant spring/summer collection and seamlessly transition into the enticing pre-fall arrivals, one thing becomes undeniably clear: simplicity and sophistication take centre stage, paving the way for a captivating trend known as quiet luxury. When we think of luxury, we think of iconic brands adorned with bold logos. But now, a subtle shift is occurring, and discerning consumers are gravitating towards a different notion of opulence. So, what makes quiet luxury different from the traditional ideal of luxury?

Quiet Luxury
The Row Exclusive from Net-a-Porter

A Different Notion Of Sophistication

Quiet luxury is set to become one of the biggest fashion trends of the year, yet it is not a new concept. Dating back to the 20th century, it represents more than just premium clothing—it embodies a sense of timelessness, sophistication, and understated elegance. As Thomaï Serdari, director of the fashion and luxury MBA program at NYU’s Stern School of Business, defines it, quiet luxury speaks through simplicity and minimalism, eschewing flashy logos for a refined allure. It has resurfaced and captivated the fashion world once again.

A Shift in Fashion Trends

The rise of understated luxury comes as no surprise, as the ever-evolving fashion cycle uncovers past trends once again. After the era of pandemic-induced restrictions eased in 2021, fashion took a vibrant turn towards ‘peacocking’ and ‘dopamine dressing,’ with bright colours, bold prints, and daring styles dominating the scene. However, as the initial thrill subsided and the economy underwent shifts, a new wave emerged, embracing a more restrained and sophisticated approach to fashion. Lorna Hall, director of fashion intelligence at trend-forecasting firm WGSN, notes that this shift was inevitable, mirroring our collective desire for lasting elegance.

Quiet Luxury
The Row Exclusive from Net-a-Porter

The Influence of ‘Succession

One catalyst for the ascent of quiet luxury is the popular HBO series ‘Succession,’ which offers a fresh perspective on how the wealthy present themselves. By portraying the Roy siblings’ competition to lead the world’s largest media and entertainment conglomerate, the show shines a light on an alternative way of dressing for the affluent. It emphasizes that true wealth and power need not rely on overt brand logos; rather, it celebrates the concept of ‘stealth wealth’—the discreet yet discernible appreciation for high-quality, branded goods. The allure also lies in the understated luxury that speaks volumes without uttering a word. Loro Piana and The Row are two brands that understood the art of creating timeless pieces that exude understated elegance and sophistication.

Glow with Timeless Elegance: The Essence of The Row

Established in 2006 by Mary-Kate Olsen and Ashley Olsen, The Row is synonymous with quiet luxury. The brand consistently releases timeless pieces that contribute to a unique and refined wardrobe. Recently, Net-A-Porter launched an exclusive pre-launch with The Row, showcasing the brand’s Pre-Fall ’23 runway collection of bags and shoes. With their clean lines and minimalistic aesthetics, these pieces capture the true essence of quiet luxury.

Loro Piana: A Must-Have for Understated Sophistication

The Loro Piana capsule collection, available exclusively on Net-A-Porter, offers an opportunity to curate an outfit that epitomizes quiet luxury. While it focuses on comfort and style, quality craftsmanship and meticulous attention to sourcing are equally important. Established in the 19th century, the Loro Piana family has mastered the art of producing luxurious textiles, including cashmere, linen, and merino wool. The quiet luxury aesthetic appeals to a group of discerning fashionistas and celebrities including Angelina Jolie, who has been spotted donning a Loro Piana bag, as you indulge in the refined elegance of this esteemed brand.

By embracing quiet luxury, fashion enthusiasts are rediscovering the timeless allure of understated elegance. Through brands like The Row and Loro Piana, the pursuit of quiet luxury becomes a journey of refined sophistication. So, whether it’s clean lines, subtle hues, or impeccable craftsmanship, let the world of quiet luxury speak volumes as you curate your unique style.