The true nature of "quiet luxury"
――“Quiet Luxury” is not a new trend, but a name for an attitude that has persisted all along.
In recent years, the words "Quiet Luxury" and "Stealth Wealth" have spread rapidly. On TikTok and in articles, neutral-colored leather accessories, coats, and knits without logos are often cited as representatives. Business of Fashion also lists "modest but expensive clothing like Loro Piana and Brunello Cucinelli" as typical of Quiet Luxury, analyzing that it is supported by consumers tired of logo overload.
On the other hand, Forbes also points out that Quiet Luxury is "not a sudden new phenomenon, but merely a re-labeling of a style that has been ongoing."
In other words, what is happening now is less about "quiet luxury" itself becoming new, and more about the media and platforms shining a spotlight on an already existing aesthetic.
1. The "prehistory" of 90s minimalism
Many of the brands discussed in the context of Quiet Luxury already presented minimalism in the 1990s that trusted silhouette and material more than logos.
- Jil Sander
- Helmut Lang
- Prada
- Martin Margiela
Designers like these, as a reaction to the flamboyance of the 80s, proposed "quiet but tense clothing" with streamlined lines, neutral tones, and industrial details, summarized in multiple reviews of 90s fashion.
90s minimalism,
- Cutting and proportion rather than logos,
- The quality of textiles rather than decoration,
- Not overt sensuality, but intelligence and composure
was valued. Much of what is now called "Quiet Luxury" is an extension of this context.
2. Phoebe era CELINE: The moment minimalism connected with "women's reality"
The Phoebe Philo era CELINE from 2008 to 2018 was a crucial phase that defined the current image of Quiet Luxury.
In CELINE's brand analysis, it is pointed out that she drew inspiration from 90s minimalists like Jil Sander and Helmut Lang, while presenting clothes suited to the lives of modern women.
What is characteristic is,
- More volume than logos (such as wide pants and sharp coats)
- Strong colors are used, but the basics are white, black, navy, and camel
- Practicality suitable for urban life, including big bags and flat shoes
and the design was unified in the same tone. What emerged here was a type of luxury that "is instantly recognizable to those who know fashion but blends into the city noise."
3. Brands that symbolize modern Quiet Luxury
The Row: Textures and Patterns "Textbook"
The Row, by Mary-Kate & Ashley Olsen, has been called the "symbol of Quiet Luxury" by the media. Marie Claire describes The Row as "a brand that almost never shows logos, evokes desire with a calm palette and perfect proportions."
Vogue's feature also introduces data showing that the brand has become synonymous with "subtle luxury" through cashmere coats and perfect tailored pants, with search volume increasing by 93% year-over-year in Q1 2024, and Margaux bags increasing by 198%.
What is important here is,
- Almost no logos appear on the products.
- Instead, "tailoring information" such as shoulder lines, sleeve caps, and how the fabric drapes are brought to the forefront.
This is the structure. The quiet luxury at The Row also involves a stance of eliminating visual noise to highlight only the design of the clothing.
Loro Piana: Cases where the feel of the fabric becomes a status symbol
Loro Piana, an Italian company dealing with luxury raw materials like cashmere and vicuña, has recently seen a surge in media exposure as a symbol of Quiet Luxury. Vogue, in an article for 2025, mentions instances of Loro Piana on the red carpet and states, "It has long been a quiet brand, but now it is in the spotlight as a leading figure of Quiet Luxury."
According to FashionUnited's analysis, Loro Piana recorded sales of 2.4 billion euros in 2023, making it one of the top growth brands within LVMH, and its positioning is even described as "closer to Hermès than traditional fashion brands."
Loro Piana is often featured in discussions of Quiet Luxury because,
- Originally, the logos were not prominently displayed; the quality of the fabric and the price range itself became the message.
- Caps worn by Kendall Roy in "Succession" are used as "symbols only understood by those in the know" in pop culture.
Because of the overlapping context like this.
Brunello Cucinelli: The quietness of the ethical "cashmere king"
Brunello Cucinelli has been called the "King of Cashmere" by many media outlets including Business of Fashion and has been spoken of as a representative of Quiet Luxury.
Based in the small southern Italian village of Solomeo, investing in factories and regional revitalization, and succeeding in the global market including the US and China, the story is strongly linked to the image of **"quiet luxury = ethical and humanistic wealthy lifestyle."**
South China Morning Post also introduces the success of $2,000-level cashmere knits and highlights Cucinelli as a symbolic presence of Quiet Luxury.
4. Why does it resonate with the wealthy: changes in how status is displayed
① Logo fatigue and the desire "not to be read"
Business of Fashion notes that "the Quiet Luxury boom can be understood as a reaction to the flood of logos, but we should carefully watch how much the enthusiasm actually translates into sales," while also pointing out that TikTok and the drama "Succession" have increased interest in stealth wealth.
Clothing with prominent logos instantly reveal how much money someone is spending, which provides a certain sense of security but also fatigue. Especially among those with large assets, there is a tendency to feel uncomfortable with "too much information being read" and "not knowing where one ends and the brand's assertion begins." On the other hand, Quiet Luxury is on the opposite side,
- Weakening logos,
- Silhouette and material that only "those who understand" can recognize
- By blending into daily life, it restores control over one's gaze
Plays that role.
② "Quiet strength" that crosses gender boundaries
Brands like The Row, Loro Piana, Brunello Cucinelli, and Zegna, which embody Quiet Luxury in both men's and women's lines, are often cited.
As gender-neutrality progresses,
- Tailoring that does not cling to the body
- Neutral-colored knitwear and coats
- Minimal jewelry and leather accessories
Elements such as these are easy to translate for both men and women, and are gradually shifting into language that speaks more about "quality of life" and "distance from the city" rather than gender.
③ Compatibility with the "long time axis" of consumption
Forbes points out that Quiet Luxury is "a style that has persisted over time rather than a trend," and that being able to distance oneself from trend cycles is an advantage for the wealthy.
When purchasing expensive coats or knitwear,
- Not looking old immediately in the next season
- Less likely to feel out of place even after wearing it for several years
This condition is extremely important. Quiet Luxury is chosen as a style that harmonizes well with that sense of time.
5. The "Quiet Luxury Boom" Named by the Media
Since 2023, Quiet Luxury has shifted from being just a style to a media keyword. Publications like Business of Fashion, Vogue, and Forbes have all featured special issues titled “quiet luxury” and “stealth wealth,” citing the attire of characters from the drama "Succession" (especially Kendall Roy's cap and camel coat) as examples.
At the same time, another article from BoF shows a calm perspective, stating "Whether Quiet Luxury is truly moving the market is not yet certain."
what becomes visible from here is that the term Quiet Luxury,
- The "moderate luxury" that had existed before is
- In line with the context of the SNS era, it has been clearly relabeled.
This is the framework in which it has spread as a result.
6. Shadows and Criticism: Ease of copying, supply chain challenges
Criticism of Quiet Luxury has already begun to emerge.
Bank of America analysts pointed out in their 2025 report that "Quiet Luxury is easily copied, and even mass-market brands like COS and UNIQLO can recreate a similar appearance, which weakens luxury brands' differentiation."
Furthermore, even brands that advocate "quiet luxury" face different realities in their supply chains. It was reported that by 2025, Loro Piana would be under judicial management by Italian authorities due to suspicions of labor exploitation at subcontractor factories.
The company explains that it severed ties with the relevant supplier immediately after discovering the misconduct, but it can be said that a re-examination is required regarding the simplistic association of "high price = ethical."
7. Where will the "quiet luxury" go from here?
When organizing the discussions around Quiet Luxury,
- have a history that includes 90s minimalism and Phoebe Philo-era CELINE,
-
Brands like The Row, Loro Piana, Brunello Cucinelli,
have been addressed by updating "quiet strength" through designs and materials that do not rely on logos. -
On the other hand, issues such as ease of copying and supply chain problems,
It also contains modern contradictions.
A framework like this emerges.
The essence of "quiet luxury" probably lies not in the presence or absence of logos, but in the precision of judgment about "what to communicate through design without speaking too much." Even if the term Quiet Luxury disappears from the media, the attitude of luxury that seeks to speak through structure and materials rather than logos will likely remain.
In that sense, what is currently strong is not "quiet luxury" itself, but the design that has been thoroughly thought out to establish "quietness"—perhaps that's what can be said.
