QUIET LUXURY: FASHION'S SUBTLE POWER PLAY
D E S I G N
Collection: The Row | Spring Summer 2025 Ready-to-Wear, Photo: Courtesy of The Row
ORIGINS
The concept of quiet luxury isn’t entirely new. It draws from the minimalist movements of the '90s, where designers like Calvin Klein, Jil Sander, and Helmut Lang championed pared-back designs that spoke to the "modern" professional. These early pioneers understood the power of understatement.
Fast forward to the 2020s, and we see this ethos resurface, but with a new narrative: luxury without logos. The rise of quiet luxury can be traced back to a growing distaste for overt consumerism and the need for a more thoughtful approach to fashion. Instead of focusing on fleeting trends or "It" bags splashed with logos, consumers—and designers—are gravitating towards pieces that hold intrinsic value. Fine tailoring, exquisite materials, and timeless silhouettes.
BRANDS
At the forefront of the quiet luxury movement are brands that have mastered this balance between discretion and opulence. The Row, founded by Mary-Kate and Ashley Olsen, might be the most quintessential example. Their collections are filled with ultra-luxe pieces—cashmere sweaters, tailored coats, and elegant handbags—that epitomize quiet luxury.
Loro Piana, an Italian brand known for its impossibly soft cashmere and ultra-high-end textiles, also exemplifies this. Its pieces are the definition of quiet luxury: timeless, expertly made, and without obvious branding. Brunello Cucinelli, too, offers collections of relaxed yet refined clothing that speaks to a clientele that values quality and simplicity. Even heritage houses like Hermès have always walked the line of quiet luxury, with their designs emphasizing craftsmanship and materials over loud logos.
Collections: Loro Piana | Spring Summer 2025 Ready-to-Wear, Brunello Cucinelli | Spring Summer 2025 Ready-to-Wear, Hermès | Spring Summer 2025 Ready-to-Wear, Photo: Courtesy of Loro Piana, Brunello Cucinelli, Salvatore Dragone
