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The Beauty of Understatement: The Rise of Quiet Luxury
Over the past year, we have seen the rise of quiet luxury, which has swept through and shaped the media in many different ways. Quiet luxury focuses on minimalist style, high-quality fabrics, classic silhouettes, tailoring, and an absence of flashy, visible logos.
The rise of quiet luxury in film and media has further contributed to the renewed appreciation of timeless fashion. The portrayal of Carolyn Bessette Kennedy’s minimalist Calvin Klein style in Ryan Murphy’s Love Story has brought increased attention to her distinctive aesthetic. Characterised by clean silhouettes, neutral tones and an emphasis on quality over overt branding. Her effortless approach to dressing reflects the central principles of quiet luxury, demonstrating how simplicity and subtle sophistication can create a lasting style identity. Through the influence of film and television, this aesthetic has gained renewed cultural relevance, inspiring a new generation to embrace and understand such iconic trends and styles.
Whilst ‘Love Story’ has put more emphasis on the concept of quiet luxury, it’s important to remember it has existed for decades. Several luxury fashion houses have become synonymous with exceptional craftsmanship, premium materials, and timeless design. Among the most prominent is Brunello Cucinelli, an Italian brand renowned for its refined cashmere pieces, neutral colour palettes and understated elegance. Similarly, Loro Piana has established itself as a leading name in the quiet luxury movement. It is particularly celebrated for its use of exceptionally fine materials (e.g., cashmere) and its minimalist approach to design. Another integral brand is Zegna, which combines Italian tailoring heritage with contemporary sophistication, offering meticulously crafted menswear that emphasises quality and longevity. Although each brand has its own distinct identity, they share a common philosophy: luxury is communicated through material quality and timeless design rather than conspicuous branding. These brands exemplify how quiet luxury has become an established segment of the luxury fashion industry, appealing to consumers who value discretion and enduring style over seasonal trends.
Beyond the more “well-known” powerhouses of quiet luxury, there are also a number of emerging brands worth keeping an eye on. For example, Toteme founded in Stockholm in 2014, is defined by timeless tailoring and high-quality natural materials it is quite literally the epitome of quiet luxury. The brand is rooted in functionalism and clean geometry. Its collections are mainly centred around foundational yet interchangeable pieces like sharply tailored trench coats and crisper silhouettes. Similarly, Raunak Samdaria’s Mr Biography also focuses on this concept of quiet luxury. Drawing on nearly five years of experience as a stylist, the founder wanted to create a variety of genres and a more personalised approach to men's fashion. This stylist-led approach seeks to recognise the often-overlooked role of stylists in shaping personal identity through clothing, while offering a custom service tailored to each individual’s unique style and preferences. The collection reflects quiet luxury principles inspired by timeless European powerhouses. Rather than following fleeting trends, the brand seeks to create pieces that feel custom and versatile. The brand embodies quiet luxury while offering a more individual take on what it means to dress well. Finally, Tove, a London-based womenswear label founded in 2019 by Camille Perry and Holly Wright, has become a prominent name in the world of quiet luxury. Unlike starkly masculine or severe minimalist brands, Tove blends clean architectural lines with a soft, grown-up femininity featuring subtle pleats and a variety of cuts. The brand distinguishes itself: quiet luxury need not be synonymous with simplicity or restraint. Instead, Tove’s designs balance understated elegance with distinctive shapes and refined detailing, creating pieces that feel both contemporary and timeless. This approach encapsulates the appeal of quiet luxury: clothing that makes a statement through craftsmanship, silhouette and quality rather than conspicuous logos.
Ultimately, whether quiet luxury is here to stay depends on its ability to evolve beyond a passing aesthetic trend. While its popularity has been fuelled by a growing appreciation for longevity, versatility and investment dressing, its underlying principles extend beyond the fashion cycle. The emphasis on quality craftsmanship, timeless design and understated sophistication offers an alternative to the rapid turnover of trends and the conspicuous consumption often associated with luxury fashion. However, as quiet luxury becomes increasingly mainstream, there is a risk that its defining codes may become diluted or simply give way to a new aesthetic. Rather than disappearing entirely, quiet luxury is therefore likely to evolve, adapting to changing tastes while retaining its core appeal. Its lasting significance may lie less in its status as a trend and more in the enduring desire for clothing that prioritises quality, individuality and longevity over fleeting displays of wealth.
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