Since less is more, the aesthetics of this new fashion trend are minimal and clean. Quiet Luxury leaves no space for logos or patterns. And it seems to look down on loud luxury, because money talks, but wealth whispers.
Quiet Luxury is the love of discreet yet luxurious clothing. Leather, silk, cashmere, and high-quality manufacturing are the stars of this new trend. No logos to show off, no visible brands or labels. It is the visual codes of a Maison that make the garment recognizable. And who is doing it better than Bottega Veneta? The Italian fashion house with its luxurious and discreet design is one of the most popular among Gen Z, a sign that Quiet Luxury does not only mean “minimalism”. Although expensive, the clothes of these brands are extremely sustainable. They don’t end up in the bin after a week, but are worn for years. Because the quality of the clothes doesn’t talk, it whispers.
The focus is not on creating a passing trend, but on the materials used and the high quality manufacturing; factors that will make the product an investment. Just think of Max Mara’s wool and cashmere coats, Bottega Veneta’s woven leather or the calfskin leather and the padlock closure used in Hermès Kelly bags. Or even Chanel tweed and Brioni suits. Craftsmanship, simple style, but full of quality. Tiffany Hsu, Fashion Buying Director at MyTheresa, adds: “Discreet luxury is the keyword for many collections, and the vocabulary is high quality knitwear, cashmere, and neutral tones.”
Jennifer Ricciardelli
