The Rise of Quiet Luxury: Brands Making a Statement Without Saying a Word
Quiet luxury brands are experiencing a renaissance in the fashion world, redefining what it means to truly showcase wealth. This trend, while seemingly modern, has deep roots in the behavior of society’s ultra-wealthy, who have historically favored subtlety over ostentation. Pioneered recently by the likes of the Roy family in Succession, Gwyneth Paltrow’s chic choices, and Sofia Richie’s understated bridal look, “quiet luxury” has sparked massive interest. Searches for terms such as “old-money style” surged by 568%, with “quiet luxury” and “stealth wealth” seeing an extraordinary 900% increase.
If you missed Succession (really?!), quiet luxury emphasizes minimalism—a focus on quality construction, materials, and flawless cuts without the need for loud branding. A simple test for quiet luxury: if you can’t identify a brand within ten seconds, you’ve likely hit the mark. A beautiful sweater, devoid of logos, falls squarely within this category.
Mark Bage, managing director of Sneak In Peace, observed, “Whether you’re a start-up label or a heritage fashion house, everyone wants a piece of the quiet luxury pie.” The fashion world is pivoting away from bold graphics and overt branding, ushering in a sophisticated era dominated by understated designs and muted color palettes. Let’s delve into some of the most iconic quiet luxury brands that epitomize this movement—and throw in budget-friendly options for those looking to emulate the “Kendall Roy” look without the price tag.
1 | The Row
Founded by Mary-Kate and Ashley Olsen in 2005, The Row has become synonymous with quiet luxury. It began its journey with a quest to create the perfect T-shirt, successfully setting the stage for exquisite seasonal collections for both men and women. The brand’s hallmark is its timeless silhouettes crafted with unparalleled quality. A standout category for The Row is undoubtedly its trousers.
The piece to buy: Orion silk trousers.
2 | Arket
Quiet luxury does not have to come at a steep price, as demonstrated by Arket. Launching in 2017, the brand adopted a utilitarian approach, offering a mid-range selection that encompasses every aspect of the quiet luxury spectrum. From T-shirts and overshirts to elegant knitwear and tailored suits, Arket allows you to portray an affluent silhouette without emptying your wallet.
The piece to buy: Cotton linen blazer.
3 | Saint Laurent
Saint Laurent embodies the quintessence of quiet luxury, a heritage artfully preserved by its current Creative Director, Anthony Vaccarello. The hallmark smoking suit has redefined evening wear, elevating it to a sartorial masterpiece. Investing in a classic black double-breasted suit complemented by a silk tie, quality leather footwear, and a crisp white dress shirt can yield timeless returns in your wardrobe.
The piece to buy: Cassandre white shirt.
4 | Stòffa
Quiet luxury stretches into the realm of casual clothing, and Stòffa excels in this category. The New York-based brand focuses on balancing beauty and functionality, producing thoughtful outerwear, trousers, and accessories that remain timeless across seasons. A standout is their mint green suede bomber jacket.
The piece to buy: Suede bomber jacket.
5 | Cos
Cos is another exemplary brand in the affordable luxury segment. Known for roomy tailored trousers and a growing knitwear selection, Cos offers a minimalist array that allows you to dress like a member of fashion’s elite without a hefty price tag. With many pieces falling under £200, customers enjoy high-quality designs often crafted from organic and recycled materials.
The piece to buy: A curated selection of tailored trousers and knitwear that embody the essence of quiet luxury without the heavy investment.
This exploration of quiet luxury brands not only highlights the understated elegance they represent but also emphasizes how luxury can be approached with a mindful, more sustainable perspective.
