Why do famous brands such as Hermès, Loewe, Zegna, Bottega Veneta, Berluti, Giorgio Armani often avoid using logomania motifs in their collections on the runway? In addition, you also want to know why Princess Catherine often chooses designs without logos, even though they still have high value. It's all about quiet luxury style.
"More liberal than the minimalism trend, more luxurious than the normcore trend" - That's what Vogue magazine concluded when talking about "quiet luxury". In contrast to vibrant and statement-making fashion trends like logomania and monograms, quiet luxury – often referred to as “silent luxury” – is not merely a trend but an accessible lifestyle. favored by the upper class. Quiet luxury focuses on high quality materials, sophisticated design and meticulous attention to detail. This creates luxury and class without having to brag.
Quiet Luxury: The ostentatious "whisper" of the upper class
Over hundreds of years of history, it cannot be denied that a luxurious appearance often goes hand in hand with grandeur and specialness. From sparkling and intricate jewelry to luxurious clothes made from rare furs – it all brings a sense of wildness and luxury. However, the modern era has made this elegance translate to the logos present on handbags. The logo becomes a symbol representing the luxury and class of a brand or product. The quiet luxury trend is described as a whisper but still extremely ostentatious of the upper class.
The strong return of Quiet luxury
Quiet luxury outfits not only captivate the viewer at first sight, but also reflect the wearer's luxurious aesthetic taste. Described in two short words, quiet luxury refers to a fashion style that is bold in elegance and modesty in pattern, but shines with excellent quality. The designs in this trend are often elegant and formal, not too bright or outstanding, but shine with delicate beauty and meticulousness in choosing materials and tailoring.
Quiet luxury brands focus on the "knowledgeable" customer segment and are truly knowledgeable about fashion. Only aesthetic eyes can recognize the true value of an item that looks ordinary, but is luxurious and sophisticated.
Quiet luxury – is the lifestyle of the wealthy world
Some celebrities and influential people love to wear flashy items and "scream" brand names to show off their luxurious lives. In contrast to this lifestyle, those who pursue quiet luxury believe that "true wealth" does not need to be flaunted much. Their clothes may be discreet and simple, but they are still very expensive. Gone are the days when big Gucci belts, Marine Serre monogrammed outfits or Supreme t-shirts were proof of wealth. Quiet Luxury is promoted by elegant, minimalist products under brands such as The Row – created by the Olsen sisters, Khaite or Jil Sander.
Tom Ford fashion without logo in Succession. Photo: HBO
The recent proof of the amorphousness of quiet luxury is the Succession series . In the season 4 trailer, the character Kendall wears comfortable clothes with a hoodie, cap and sneakers. However, when Roman Roy exclaimed "Nice Tom Ford!", people spent a lot of effort to devalue this outfit. They are a Tom Ford drawstring hoodie worth US$1,390 and Tom Ford suede rubber-soled sneakers priced at US$990. The character also wears sunglasses from Jacques Marie Mage and a Loro Piana baseball cap made from cashmere cotton. No one expected that simple-looking outfit to cost thousands of dollars.
Princess Catherine is the clearest model representing the quiet luxury style. In the photo, she is wearing a patternless A-line dress by fashion house Edeline Lee.
Quiet luxury is not simply a trend, but a typical dressing style of the tycoon, upper class and aristocracy. It doesn't have to be luxury clothing from a high-end fashion house without a logo, like Hermès, Tom Ford, The Row or Akris. Quiet luxury can also be expressed through clothes tailored specifically for the wearer, bringing sophistication and uniqueness. The important thing is that it shows the wearer's confidence and sophisticated aesthetic taste.
Those who pursue quiet luxury do not show off for outsiders to discuss. "Silent luxury" fashion is the way they satisfy themselves.
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