When picturing a ‘Luxury’ brand, the mind often conjures up images of flashy logos and extravagant displays. However, a new trend is emerging in the world of fashion and lifestyle, Quiet Luxury

Unlike its ostentatious counterparts, Quiet Luxury embraces understated, neutral pieces devoid of logos or obvious branding. In this news feature, we’ll explore the concept of Quiet Luxury, its growing popularity, and the reasons behind its appeal.

Quiet Luxury Defined

Quiet Luxury embodies a refined aesthetic, focusing on simplicity and elegance rather than overt displays of wealth. It represents a departure from the logos and branding that have dominated the luxury market for years. 

Instead, it celebrates discreet, neutral pieces that exude sophistication and taste. From plain black caps to unadorned white pleated skirts, these understated garments and accessories allow individuals to express their personal style without resorting to flashy branding. 

Moreover, Quiet Luxury items are recognised for their impeccable craftsmanship, luxurious materials, and timeless appeal.

Image Source: El Pais

The Succession Effect

While economic considerations have played a role in the rise of Quiet Luxury, the influence of pop culture cannot be overlooked. The hit HBO show, Succession, has played a significant part in popularising this trend. 

The show’s portrayal of the ultra-wealthy elite, who exude quiet confidence and understated opulence through their fashion choices, has resonated with viewers. The characters’ subtle and elegant wardrobes have become a source of inspiration for fashion enthusiasts seeking a sophisticated and less ostentatious style. 

Furthermore, the general idea that “money talks, but wealth whispers” has found a new relevance in the era of Quiet Luxury.

The Allure of Quiet Luxury

So, why would anyone pay a premium for items that lack conspicuous branding? The answer lies in the recognition of the super-rich and the undeniable quality associated with Quiet Luxury. 

Those who can afford it understand the inherent value and exclusivity that come with these understated pieces. The craftsmanship and attention to detail put into Quiet Luxury items are unparalleled, with skilled artisans meticulously creating each product. From the finest fabrics to precise stitching, every aspect of the design is carefully considered. The result is a product that stands the test of time, both in terms of durability and style. 

What’s more, even renowned loud luxury brands are adapting, with Mercedes reducing the size of their logos on high-end cars and Gucci introducing higher-priced ranges with subtler designs. 

No matter what, the super-rich will always recognise the allure of quiet elegance, and they will always be willing to invest in its impeccable craftsmanship and timeless appeal.

Marketing the Unmarketable

When it comes to marketing Quiet Luxury, the approach defies convention. For instance, Bottega Veneta, a brand synonymous with understated luxury, eschews the use of social media platforms like Instagram. Instead, they rely on word-of-mouth and the reputation they have built over the last 60 years. 

By maintaining an aura of exclusivity and a minimalistic brand presence, they ensure that the discerning wealthy still seek out their offerings and recognise their understated elegance. 

Furthermore, this unconventional marketing strategy not only creates a sense of exclusivity but also aligns brilliantly with the discrete nature of Quiet Luxury itself.


In a world often dominated by flashy brand logos and extravagant displays, the rise of Quiet Luxury offers a refreshing alternative. This global trend has gained traction due to a combination of economic considerations and cultural influences, such as the show Succession. 

What’s more, the rising appeal of Quiet Luxury lies in its understated nature, quality craftsmanship, and recognition among the super-rich. Even established luxury brands are adapting to this trend, acknowledging the growing demand for subtle elegance. 

By eschewing overt branding and focusing on impeccable craftsmanship, Quiet Luxury represents a shift in the definition of true luxury. In an era where wealth whispers, Quiet Luxury speaks volumes about sophistication, taste, and a new understanding of understated opulence.