In department stores and boutiques, items loudly stamped with brand signifiers still far outnumber minimalist pieces in neutral tones.Īccording to conventional wisdom, fashion moves in cycles. While the popularity of HBO’s “Succession” and fascination with Gwyneth Paltrow’s recent courtroom looks have certainly helped drive a spike in conversation about quiet luxury, the street is still packed with unbridled logomania and a parade of barely concealed flesh. But evidence that quiet luxury has taken off is far from conclusive. Media reports and countless TikTok videos suggest this style of dressing - favouring elegance and subtlety over loudness and logos - has been embraced by consumers who want to look the part as the economy teeters. “Quiet luxury”: it’s the newest fashion trend that’s spreading like wildfire.
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