Quiet fashion, the quiet luxury that everyone is talking about. Here are the secrets of the new fashion.
How can we define the luxury Today? How has the market changed? fashion system in recent seasons? To answer these questions we must accept the fact that there was a significant change in the world of luxury goods: today we prefer a more style discreet and minimal, much preferred to the ostentation of logos, branding and monograms. Some fashion houses have started this new trend, others have followed the first ones in a certain sense, taking care of the fact that by now the new trend, called quiet luxuryhas to do with it style, quality, craftsmanship of a product, and therefore its ability to last over time and remain current from season to season.
Quiet luxury, what is it and why are we talking about it?
The quiet luxury it is a trend that is certainly not an absolute novelty in fashion and on the catwalk, but which, especially in the last period, is gaining more and more consensus, obviously thanks to the celebrities who follow this new trend and through social media, including TikTok. As the name itself says, it is a “quiet luxury“, so not forced or flaunted. Following this new trend means forget the big logos and focus on fine garments and high quality manufacturing that can materialize in arefined aesthetics, but discreet, all the contratio of showiness. In short, long live simplicity! Heather Kaminetskythe president of Mytheresa for North America he told BOF extension:
“There are times in the world when everything is great and people want to show off, but right now everyone is a bit uncertain“. And it is precisely this uncertainty that drives people to want to reassure themselves with basic items, but which will always work. “People want to invest in quality garmentsrather than chasing trends that can change from season to season,” he said Sarah LaFleurfounder of the women’s clothing brand MM LaFleur.
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The fashion houses icons of the new “Quiet luxury” trend
Money talks, wealth whispers, says an old proverb. There is no better definition to describe the new conception of luxury which is gaining more and more space within the fashion industry. There Italian fashion offers many examples of this new trend in the fashion system, through brands and creations capable of handing down a concept of timeless fashion, detached from passing trends. The focus is on product and quality which will be eternal, like the coats of Max Mara, designer cashmere garments Brunello Cucinellicomplete with Brijuni or the jackets They plain.
However, the true symbol of quiet luxury is Bottega Veneta, which had already used the slogan “When your own initials are enough”, relaunched today. L’brand identitywhich is the most fitting example, and its recognisability, are well present, notwithstanding no details or labels are flaunted.
Abroad, on the other hand, the trend is central to very cool brands at the moment such as Khaite, Gabriela Hearst or Peter Do, or think of the hype for pieces by Celine at the time of Phoebe Philo’s leadership.
Quiet luxury: the stars who promoted the new fashion
As always, the hand of celebrities is essential. The last was Gwyneth Paltrow famous actress and founder of the platform goop. In addition to flood of memes born as a result of Paltrow’s shots and filming, her very expensive ones did not go unnoticed outfits, all perfectly suited to the occasion, but with that undeniable pinch of elegance and more style: soft cashmere cardigans, tailored coats, a gray brushed wool suit, the blouse with a bow at the neck, all iconic garments of the most classic elegance that have exalted the social media audience and transformed the classroom courthouse in a real catwalk.
Furthermore, apart from the Olsen twinswhich with their own brand The Row have pioneered the trend, it is definitely worth mentioning Kendall Jenneroften paparazzi with minimal look respectable chic: silk slip dresses, oversize shirts worn with tailored trousers, with white t-shirts in organic and sustainable cotton. All to convey the essence of a sophisticated but also very relaxed style.