Staying Power of Quiet Luxury

Introduction

The concept of “quiet luxury” or “stealth wealth” has been a fixture in the wardrobes of the affluent for decades, yet it has recently captured the broader public’s imagination. Defined by understated elegance, meticulous craftsmanship, and a strong aversion to logos or overt branding, quiet luxury has evolved from an exclusive lifestyle choice to an influential trend impacting consumer behavior and brand strategies in retail and e-commerce. This report examines the key factors driving the rise of quiet luxury in recent years, focusing on three major dynamics: pop culture and social media influence, consumer shifts toward quality and longevity, and the cyclical nature of fashion trends. Using examples from Loro Piana, The Row, and Brunello Cucinelli, we will analyze how these brands embody and contribute to the quiet luxury movement, providing a window into a trend that is as timeless as the designs it celebrates.

Pop Culture and Social Media’s Role in Shaping Quiet Luxury

Pop culture and social media have created an environment where quiet luxury and stealth wealth are more visible to the general public. The HBO series Succession is often credited with shaping mainstream perceptions of stealth wealth in recent years by portraying the ultra-wealthy Roy family’s subdued yet unmistakably luxurious fashion choices. Kendall Roy’s Loro Piana cashmere hat, for instance (below), quickly became an iconic example of quiet luxury. It represented not only affluence but a very specific type of wealth—one that does not need to flaunt itself through conspicuous logos or flashy branding. The impact of Succession demonstrates how pop culture can create a "looking glass" into the lifestyles of the wealthy, giving audiences new aesthetic cues to emulate and establishing quiet luxury as aspirational.

Social media further amplifies this trend. Platforms like Instagram and TikTok are filled with "day in the life" content from influencers and creators who showcase luxury lifestyles with seemingly effortless elegance. Ironically, while the quiet luxury aesthetic values discretion, social media provides an accessible platform for displaying and dissecting its nuances. For instance, users frequently showcase minimalistic yet luxurious outfits that mirror the Roy family’s wardrobe, sparking both interest and conversation around quiet luxury brands like Loro Piana. This visibility has led to increased consumer awareness, making quiet luxury more than an exclusive concept; it has become a widely recognized aesthetic that influences fashion preferences across the board.

Loro Piana, an Italian brand known for its impeccable quality and use of fine materials, is a quintessential quiet luxury brand. Famous for its cashmere and wool, the brand avoids visible logos, allowing its products to speak through material and construction alone. The impact of Succession on Loro Piana’s brand visibility is measurable (over 50% growth from Q2 to Q3 in summer 2023 when Season IV aired), with sales increasing in line with the show’s popularity. Additionally, products like their cashmere hats have become sought-after pieces, symbolizing both status and discretion.

Consumer Shifts Toward Quality and Longevity

Since the onset of the COVID-19 pandemic, a growing number of consumers have gravitated toward quality and longevity over trends. This shift, although not a complete pivot from fast fashion, represents a growing segment of the market that prioritizes sustainable consumption, often viewing it as an ethical alternative to disposable, trend-driven fashion. Particularly among affluent consumers, there is an increasing desire to invest in timeless pieces that hold their value, both in terms of durability and style.

This shift dovetails with an aversion to fast fashion brands like Shein, which relies on mass-produced, short-lived designs often only worn once at festivals and other events. According to a study by Bain & Company, luxury consumers are increasingly focusing on fewer, higher-quality purchases, especially as sustainable and eco-conscious purchasing habits continue to grow in prominence.

Emphasis on durability and craftsmanship is central to the quiet luxury trend. Customers are drawn to brands that deliver on the promise of lasting quality, seeing these purchases as investments rather than mere acquisitions. High-end quiet luxury brands align well with these values, offering pieces that transcend seasonal trends. This movement, while still niche, is a counterpoint to fast fashion’s rapid turnover, positioning quiet luxury as an aesthetic with both moral and material value.

Founded by Mary-Kate and Ashley Olsen, The Row epitomizes quiet luxury through its dedication to quality and minimalist design. Known for using premium materials and meticulous tailoring, The Row resonates with consumers who value craftsmanship over labels. The brand’s flagship items, such as its handbags, cashmere sweaters, and tailored blazers, are designed to be wardrobe staples that endure beyond any single season. The Row has demonstrated impressive online sales growth (over 20% MoM in 2024), with a recent $1B valuation; read our in-depth analysis on the business here. The Row’s approach aligns perfectly with the consumer shift towards sustainability and longevity, as buyers increasingly seek out items that offer true value over time.

Fashion Cyclicality and the Shift Away from Loud Logos

Fashion is inherently cyclical, often swinging between extremes before settling on a new paradigm. Over the past two decades, the prominence of logo-heavy and loud design fashion brands such as Gucci, Balenciaga, and Yeezy exemplified a trend that celebrated conspicuous consumption. These brands led a movement where logos and bold designs were central, attracting consumers with a penchant for overt status symbols. However, as with any prolonged trend, the appetite for flashy branding has possibly begun to wane, with many consumers now gravitating towards more subdued aesthetics that prioritize subtlety and refinement. This shift from conspicuous to inconspicuous consumption can be viewed as a natural response to an over-saturation of bold logos and designs in the fashion industry.

The essence of fashion thus sets the stage for the rise of quiet luxury, as consumers increasingly seek an alternative to the once-dominant logo-centric fashion. Quiet luxury’s appeal lies in its ability to offer exclusivity and sophistication without the need for loud, identifiable branding, representing a refreshing change for those who appreciate a refined aesthetic.

Known for its commitment to quality and timeless style, Brunello Cucinelli exemplifies quiet luxury in its purest form. The brand’s understated designs, made with high-quality materials, resonate with consumers looking for exclusivity without ostentation. Brunello Cucinelli’s collections reflect a philosophy rooted in craftsmanship and ethical production, which has garnered a loyal following, including Mark Zuckerberg who famously wears his gray t-shirts custom-made from Brunello Cucinelli. The brand has delivered consistent and sustained growth since early 2023 (~30% volume growth when comparing September 2023 and 2024).

Conclusion

Quiet luxury is not merely a fleeting trend but a recurring theme in the history of high-end fashion. While it may come and go in mainstream popularity, quiet luxury will likely always hold a place among the wealthy due to its intrinsic values of quality, exclusivity, and timelessness. However, the general public’s fascination with quiet luxury will likely ebb and flow, influenced by pop culture and the natural cycles of fashion trends. Particl has observed quiet luxury influence the assortments of other e-commerce brands not traditionally known as "stealth wealth" outfits. For example, Huckberry, Jenni Kayne, and Faherty are offering similarly restrained and elegant silhouettes at a relatively affordable price point.

For brands like Loro Piana, The Row, and Brunello Cucinelli, continued growth in this segment - beyond the current popularity of the 'movement' - may hinge on either expanding consumer adoption or lowering prices to reach a broader audience. The latter, however, could dilute brand equity, as these brands rely on their high-quality and exclusive positioning. The quiet luxury movement is thus both a trend and a legacy, embodying an aesthetic that, while timeless, may rise and fall in visibility based on shifting consumer tastes and economic conditions.