In a world saturated with logomania and ostentation that have often ruled the runway, a section of the new generation craves the opposite. Think clean cuts, muted tones, and impeccable tailoring; quiet luxury turns the other way from the tell-tale signs of opulence. Devoid of flashy logos or bold detailing, this pared-back style, put under the bracket of quiet luxury, exists as an antidote in an era of excess.
While the ‘more is more’ aesthetic saw a rise in popularity in the past few years, investment-worthy classics have never truly gone out of fashion. Prioritising quality, artisanal craftsmanship, expert tailoring, and timeless elements over trend-led on-the-face silhouettes, quiet luxury is all about pieces you can wear in 50 years’ time, and they won’t look out of place.
Overlapping with trends like ‘stealth-wealth’ and ‘old money’, quiet luxury embodies the essence of new-age minimalism, standing in contrast to avant-garde designs. Aligning with sustainability and the “buy less, buy better” philosophy, quiet luxury promotes conscious consumption through time-honoured wardrobe staples rather than transient fads.
Celine
A perennial favourite in fashion, Celine has had a hold on those inclined to timeless elegance and contemporary sophistication for over seven decades. Founded in post-WWII France in 1945 as a boutique offering made-to-order children’s shoes by Céline and Richard Vipiana, the brand transitioned into prêt-à-porter and broadened its vision to include women-first designs, gaining the status of a brand for women by women. Eschewing fleeting trends and frivolity, Celine is most well-known for its modern minimalism, with an assemblage of sharp silhouettes, oversized jackets, and leather handbags.
The Row
Exceptional fabrics, impeccable details, and precise tailoring best define Mary-Kate and Ashley Olsen’s The Row’s design vocabulary. Renowned for its pared-back and anti-trend approach, the brand has quietly been building a cult following since 2006. From the most exquisite cashmere jumpers to leather sandals and the heirloom-in-the-making – Margaux bag, every piece that The Row produces can be defined as ostentatiously understated. The Row doesn’t just whisper quiet luxury but also follows a discreet marketing approach, maintaining a limited social media presence to elevate exclusivity to new heights.
Loro Piana
Loro Piana is a name on everyone’s lips right now in the world of quiet luxury. With a heritage steeped in high-quality craftsmanship, the brand is revered for its use of rare, exclusive fibres like cashmere, vicuña wool from the Andes, extra-fine Merino wool from Australia and New Zealand, and lotus flower fibre from Myanmar. Boasting a history dating back to the early 19th century, Loro Piana draws from age-old traditions and state-of-the-art technology. Crafted in Italy, the uber-luxe label’s sartorial arsenal is a paradigm of Italian off-duty styles, featuring a selection of polo shirts in an array of neutrals, sumptuous knitwear, and elevated basics.
Brunello Cucinelli
A brand that began with a simple yet revolutionary idea of filling the gap in the market for high-quality dyed cashmere pullovers, Brunello Cucinelli, is now widely known as the “King of Cashmere.” Neat lines, luxe materials, and cultural influences weave the heritage brand’s design story, synonymous with unparalleled craftsmanship. Eschewing overt branding, Brunello Cucinelli makes a subtle statement with meticulously crafted womenswear, menswear, and accessories that promise to prevail as longstanding staples in your wardrobe for years to come.
Khaite
Striking a sophisticated balance of opposing elements, Khaite symbolises a signature sensuality and ease through its highly covetable designs. The buzz behind the New York-based quintessential cool girl brand is anything but quiet. Famed for its cashmere sweaters, intriguingly elegant blouses, rigid denim, statement outerwear, and tulle evening wear, Khaite’s womenswear and accessories embody a confident contrast. While black and white pieces are the cornerstone of the brand, nuanced neutrals also add to the label’s easy, effortless, and chic pieces, continuing Khaite’s streak of making designs that women want.
Totême
With its Scandinavian ethos of simplicity and functionality, Totême masters the art of minimalism. Rooted in Swedish sensibilities and modern aspirations, the fashion house instantly gained Instagram cult status with their failsafe design signatures crafted using sumptuous fabrics, rich textures, and graphic silhouettes. Cashmere coats, striped wool-blend jumpers, perfectly cut blazers, and buttery leather separates rule the brand’s collections, spanning ready-to-wear, shoes, bags, accessories, and jewellery.
