What is Quiet Luxury?

Trends and tendencies are like a pendulum. A phase of austerity is always followed by a phase of festivity, maximalism always follows minimalism and so on, naturally after a phase of so much flashiness online; Quiet Luxury is born. Old money aesthetic came up and became trendy online a while ago and that is what it is all about. Looking rich without showing that you are. In our latest blog we dove into how it leads to targeting food as luxury product (if you missed it, catch it here).

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“A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is.” – Scott Cook


Why the switch?

Quiet Luxury came naturally as a response to various factors. Partly because of the economy, partly because of the conversation about climate change and partly because of tiredness over consumption habits.

The quiet luxury trend is deeply influenced by Gen Z. This generation has been raised in an overwhelming digital age where information, ads and content is being constantly thrown at them. They also witness fast fashion and the endless cycle of new easily discarded clothes as well as the intense display of wealth and status on social media. All of it pair with increasing anxiety around the state of the world that demand we slow down.

When taking in consideration these factors, it becomes evident that the current model of consuming is not satisfying. Gen Z is craving deeper connections and better quality products which led to change the customer’s desire and habits.

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"The customer's perception is your reality." - Kate Zabriskie

How is Quiet Luxury answering the new customer’s need?

Quiet Luxury embodies this desire. It's not about flashy trends or constant turnover; it's all about timeless style and meaningful experiences that connect with us on a deeper level. But it doesn’t stop with fashion brands; the model spills over into everything from choosing a travel destination to buying a car and even selecting a restaurant. It is meant to trade the display of wealth for others to see into an experience and product that emphasizes quality.

Traditionally, luxury brands have been all about making sure that others know whose designer you are wearing. Logos are displayed on every item, sometimes overwhelmingly. Through Quiet Luxury, it is uniqueness, craftsmanship, materials, details, and genuine value that are praised while logos are disregarded. People now want to invest in objects that will be timeless, classic, and last them a lifetime, but overall, they are looking for an emotional experience. Because of this, experiences are praised over products. They themselves have become the new luxury in a sea of easily obtained, reproduced, and counterfeit items. Eating at the table of a three-Michelin-star chef, travelling to a deserted island, going to space, and all these inaccessible entertainments are what luxury truly is about.

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"When the customer comes first, the customer will last." - Robert Half

What does it mean for brands?

To please the new consumer, luxury brands will have to adapt. The marketing strategy should align with the criteria of quiet luxury by shifting from outward demonstrations of the brand (such as logos) with an emphasis on the core values of the brand. The goal is to evoke an emotional response from customers and create a genuine connection with the essence of the brand rather than just its logo. The relationship is based on mutual values and care, much like a romantic relationship.

Storytelling is the first step in achieving this. On one hand, the craftsmanship and quality behind the objects, the tradition and heritage, as well as the brand's values, should be emphasized through stories. On the other hand, the uniqueness and exclusivity that the brand offers should also be highlighted.

However, to adapt to this new mindset, luxury brands will have to go further. As mentioned earlier, experiences are now more valued, and brands will need to provide these experiences for customers to build loyalty. They must also stay culturally relevant and create an experience that feels unique to each customer. Customization and adapting stores, websites, and products locally, for example, can show customers that they are at the center of the brand and that everything is designed with their needs in mind.

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“Money talks, wealth whispers”

Three examples of Quiet Luxury

  1. Erewhon grocery store

Erewhon grocery store embodies quiet luxury through its editorial layout, collaboration with celebrity and high price organic, and sustainably sourced products. Its meticulously curated selection and exceptional customer service create an exclusive shopping experience.

    2. Bottega Veneta

Bottega Veneta is all about timeless style, top-notch craftsmanship, and subtle branding. With its signature weave and sleek designs, it offers a sophisticated look adhering to a no-logo policy.

    3. Hermès

Hermès embodies quiet luxury with its beautifully crafted items, timeless style, and understated branding. From the iconic Birkin bag to their other products, you know its Hermès because of the quality.


This shift in branding reflects a larger trend toward simplicity, authenticity, and valuing what truly matters, which we love. Although it might be scary for brands to embrace, by appearing to reduce purchase frequency, it is actually beneficial for business. Its customer-centric approach fosters a deeper connection between the customer and the brand, which in turn creates loyalty. Since customers are craving this connection and sustainability and are more than happy to invest in good products that will last, quiet luxury seems the perfect way to move forward not only for brands but also for our planet.




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