The other day, I was headed to this chic little café with friends, feeling pretty good about my outfit consisting of a sleek Vero Moda top, comfy Westside jeans, my iPhone in hand, and my clean, stylish sneakers. I barely made it to the table before one of them joked, “Sobo peep is here!”
For context, “Sobo” is local lingo for South Bombay’s elite, pretty much the well-dressed, upscale crowd that oozes quiet confidence (and often, quiet wealth). Coming from a brown, middle-class background, that moment stuck with me. Because it reminded me that luxury, in many ways, is a language that is not just about what you own, but how it’s perceived.
For years, that language was loud. Flashy logos, bold designer drops, and anything that screamed “I’ve made it.” But lately, the tone’s shifted. It’s quieter. Calmer. More curated. And that’s where Quiet Luxury walks in.
Since college, I’ve been mildly obsessed with digging into the why behind cultural shifts and Of Course I had to search about luxury as it is a fascinating case. While most luxury labels we know today rose to fame in the 18th and 19th centuries, one name still stands tall: Hermès, founded in 1837. Originally a saddle-maker, the brand slowly evolved into the creator of icons like the Birkin and the Kelly bag.
As fashion became more mass-produced, designer labels and their logos became status symbols. But when everyone could access that style of luxury, the ultra-wealthy began seeking something subtler. And just like that, Quiet Luxury took root.
Quiet Luxury doesn’t shout. It whispers. It values craftsmanship over clout, timeless over trendy. Picture tailored cashmere, clean lines, logo-less leather ESPECIALLY pieces that aren’t instantly recognizable, but still feel unmistakably elite.
According to projections, the global luxury goods market is expected to hit $495.16 billion by 2025, with steady growth at 3.94% annually through 2029. That’s not just impressive, it’s proof that luxury fashion, in all its evolving forms, still deeply resonates. And Quiet Luxury is no doubt leading the charge.
One of the biggest factors driving the rise of Quiet Luxury is its presence in pop culture. Cinema, celebrities, film, and TV have always pioneered in shaping our fashion narratives. Even today, I was inspired by my Pinterest board to decide my outfit. Additionally, a standout example in recent years is HBO’s Succession. The Roy family doesn’t just represent wealth rather they redefine how it’s portrayed. There are no oversized logos or head-to-toe designer fits like a typical movie’s Rich Family, instead, their influence comes wrapped in muted palettes, precise tailoring, and ultra-premium fabrics.
Take, for instance, the now-iconic scene where Kendall Roy strides in wearing a Loro Piana cap, simple outerwear, and a quiet confidence. No statement pieces, no flash. Yet the scene radiated power. This is the reason, it showed wealth not as something to prove, but something that’s simply known. It’s the fashion equivalent of an inside joke — if you know, you know.
I am convinced that there can luxury in simplicity.
— Jil Sander
So, who’s doing it best in the Quiet luxury market? Here are the brands that have mastered the art of luxury without the noise:
1. The Row – Founded by Mary-Kate and Ashley Olsen, The Row has emerged as a benchmark for modern minimalism. With its clean silhouettes, muted tones, and an obsessive focus on fit and fabric, the brand draws us to believe that true style doesn’t need to make a scene. It’s quiet confidence, stitched to perfection.
2. Loro Piana – In my creative head I would call them a luxury with texture, (Loro Piana’s cashmere.) This Italian label is all about timeless staples including cozy knits, understated outerwear, and fabrics sourced from the rarest fibers on earth. Wearing Loro Piana if about the feels, quite literally, on your skin
3. Jil Sander –This brand is often dubbed the “Queen of Less,” Jil Sander has long championed pared-down elegance. Their designs are clean, architectural, and powerful in their restraint.
4. Brunello Cucinelli – Dubbed the “philosopher-designer,” Cucinelli’s pieces blend classic Italian craftsmanship along with a deep commitment to human-centric values. From luxe knits to elevated casualwear, they let their luxury speak through texture and tone. Plus, its ethical manufacturing practices give each purchase a story worth wearing.
5. Bottega Veneta – Recognizable without ever needing a logo, Bottega’s signature Intrecciato weave has become a symbol of taste over trend. Under creative directors like Daniel Lee and Matthieu Blazy, the brand has embraced sculptural silhouettes and rich textures that speak to those who appreciate design that’s both bold and discreet..
As I walked out of that café, my friend’s comment still lingered. Not in a bad way, maybe in a way more like a spark. Because it reminded me that luxury isn’t about being seen. It’s about feeling seen in a crowd, in a conversation, in your own skin.
Quiet Luxury delves into something deeper than just outfits, sandals, caps or glasses. It’s a mindset. A desire to belong, without losing individuality. To be part of something affluent, but not performative.
And maybe that’s the beauty and the irony of human nature. At our core in our brains, we’re wired for contrast. We all want to be seen as exclusive, unique, above the crowd and at the same time, we crave community, belonging, and shared identity for safety.
Quiet Luxury thrives maybe in that very duality. It offers the freedom to express yourself subtly while still signaling you’re part of an unspoken club that only the observant can recognize. It’s then not just about aesthetics; it’s about psychology.
So NO! This isn’t just a trend. It’s an evolution. One that is stitched in timeless craftsmanship, understated elegance, and quiet confidence.
Luxury whispers, it never shouts.
A fleeting trend? I have my doubts.
Quiet luxury refers to understated, high-quality fashion that avoids loud logos and flashy branding. It values craftsmanship, timelessness, and subtle elegance.
It reflects a cultural shift toward authenticity and mindfulness. As more people seek quality over quantity, quiet luxury offers a refined alternative to fast fashion and ostentatious displays of wealth.
Celebrities like Gwyneth Paltrow, Kendall Roy (from Succession), and the Olsen twins are known for championing quiet luxury brands like The Row, Loro Piana, and Jil Sander.
Many quiet luxury brands focus on ethical production and use high-quality, long-lasting materials, making them a more sustainable option.
Focus on timeless staples, neutral colors, quality over quantity, and invest in pieces that offer longevity. Thrift stores and sales from minimalist brands are also great options.
The key elements include discretion, premium materials, expert tailoring, minimalist aesthetics, and little-to-no visible branding.
Brand Compass is your go-to space for discovering the stories behind the brands you love (and those you’re about to).
Blending creativity with insight, it decode how branding, culture, and storytelling come together to shape what we buy, wear, and remember.
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