Quiet luxury
Quiet luxury is a lifestyle characterized by understated elegance and refined consumption, emphasizing exclusivity and discerning taste without overt displays of wealth.[1]
Other terms to describe the same concept include stealth wealth, old money aesthetic, or silent luxury.[2][3][4] Although these terms have been equated, there may be differences in usage. For example, stealth wealth connotes hiding wealth, whereas quiet luxury connotes subtly signaling wealth.[5]
Definition
[edit]The quiet luxury aesthetic focuses on subtle sophistication through the use of muted colours and quality materials, and an emphasis on craftsmanship and timeless design, rather than flashy logos or ostentatious branding.[6][7]
The concept has been likened to minimalism, although more elevated and riskier, and normcore, but more polished.[8][9]
A related concept is "affordable affluence", where the average consumer purchases goods or services that are perceived as exclusive, yet are still affordable.[6] While quiet luxury underscores the widening gap between the ultra-wealthy and the general public, accessible affluence provides a way for the general public to indulge in the lifestyle of the ultra-wealthy.[6]
History
[edit]Background
[edit]Quiet luxury traces its roots to the rise of the capitalist class in Europe and America during the late 18th and early 19th century. As power shifted away from monarchical and ecclesiastical institutions, wealthy elites adopted understated clothing, architecture, and interiors to differentiate themselves from ostentatious, courtly styles. During this period, a related phenomenon known as the "Great Male Renunciation" saw men's fashion pivoting to somber suits and muted colors as a move away from the lace, powdered wigs, and flamboyant dress of the aristocracy.[10][11]
In the Anglosphere, "stealth wealth" has been historically associated to the aesthetics of the traditional Protestant privileged class, who possess inherited wealth, or "old money".[10][11] For instance, in F. Scott Fitzgerald novel The Great Gatsby (1925), old-money families like Tom Buchanan's consider ostentatious displays of wealth (such as Jay Gatsby's pink suit and extravagant parties) as gauche and indicative of new money, highlighting the cultural clash between inherited privilege and newly acquired fortunes.[12]
In the 1990s, designers like Donna Karan and Miuccia Prada popularized practical, streamlined clothing, which mirrored broader cultural shifts toward a more casual yet status-conscious uniform, especially among affluent professionals.[10][11]
Rise in popularity in the 2020s
[edit]The concept's most recent popularity arose in 2023 when conspicuous consumption become less favorable.[8][7] The ostentatious display of wealth increasingly became perceived as gauche and fostering futile competition.[1] During this time period, the ultrawealthy subtly exhibit their status through expensive, yet inconspicuous, domestic and personal items.[1] This discreet display of wealth is often through subtle signals recognizable only to those in the know.[1] In other words, the wealth is only apparent to those who know what to look for.[1]
Social context
[edit]Reasons for popularity
[edit]The rise of social media has led to the increased spectatorship of the lives of the wealthy, with individuals creating narratives of a lavish lifestyle for public consumption.[1] However, quiet luxury emphasizes privacy, discouraging overt displays of wealth that might make one a target.[1] Contemporary status symbols for the wealthy include inconspicuous designer clothing and discreet, yet expensive, jewelry.[1]
The quiet luxury trend in 2023 likely arose for a number of reasons.[7] One is due to the economic conditions following the COVID-19 pandemic when people spent more disposable income on services and less on expensive, trendy products.[7] The fear of economic stagnation or recession influencing the trend led to it being dubbed recessioncore.[4] Also, the television series Succession portrayed some of the wealthiest New Yorkers wearing expensive, yet subtle pieces of fashion and has been attributed to fueling the trend.[1][2][7] This led to the term Succession core.[13] The Gwyneth Paltrow civil court case in March 2023 in Utah also contributed to the trend, as her wardrobe reflected the concept as well.[2] By January 2024, the trend was considered outdated as the 2024 Paris Fashion Week featured styles with more flair.[14]
Benefits
[edit]The benefits of quiet luxury include that it tends to focus more on the customer's needs and less on image.[7] Also, because of the focus on quality, it tends to be more sustainable.[7] Although it may superficially appear bad for business since the consumer will need to make fewer purchases, it may actually be beneficial for businesses as well, as the consumer may continue to buy goods from the same brand.[7] Quiet luxury also places an emphasis on more conscientious purchasing and investment pieces.[9] Quiet luxury items in theory should have a timeless appeal.[2]
Brands
[edit]Fashion brands associated with the quiet luxury aesthetics include manufacturers like Loro Piana, Brunello Cucinelli, Zegna, Hermès, Brioni, and Kiton, as well as designer brands like Thom Browne and The Row. They are characterized by an emphasis on the quality of materials and construction, a classic style designed to be timeless and resistant to trends, the absence of prominent logos, and exclusivity through high price positioning.[15][16][17]
See also
[edit]References
[edit]
- ^ a b c d e f g h i Trebay, Guy (2023-07-22). "'Quiet Luxury' Becomes a Flex for the Ultrarich". The New York Times. Retrieved 2023-10-31.
- ^ a b c d Toit, Ilze du (2023-07-31). "Quiet luxury: all you need to know about the 2023 trend". The Drum. Retrieved 2023-10-31.
- ^ "Old Money Fashion is Our Favorite Trend in 2023". Highsnobiety. 2023-10-11. Retrieved 2023-11-01.
- ^ a b Nguyen, Rae (2023-05-11). "Why quiet luxury is bad news". Shift London. Retrieved 2023-11-01.
- ^ Elle, Vanessa (2023-07-05). "Stealth Wealth Vs. Quiet Luxury: The Difference, Explained". Glam. Retrieved 2023-11-01.
- ^ a b c "What is affordable affluence, and why is Erewhon everywhere?". SCREENSHOT Media. Retrieved 2024-10-18.
- ^ a b c d e f g h Segran, Elizabeth (2023-10-20). "Quiet luxury isn't just a trend. It's a clever business model". Fast Company & Inc.
- ^ a b "If You Pay Attention to One Trend This Season, Make It "Quiet Luxury"". Vogue. 2023-03-06. Retrieved 2023-10-31.
- ^ a b "What Is Quiet Luxury And Why Is The Trend Louder Than Ever?". ELLE. 2023-03-30. Retrieved 2023-10-31.
- ^ a b c "The Class Signifiers of Quiet Luxury Are Nothing New". artreview.com. Retrieved 2024-12-26.
- ^ a b c "'Quiet luxury': No flash, no logos, but big-time style". AP News. 2023-04-14. Retrieved 2024-12-26.
- ^ Howarth, Peter (2022-05-13). "Menswear designers who take playtime extremely seriously". www.thetimes.com. Retrieved 2024-12-26.
- ^ Korducki, Kelli María (2023-05-19). "What the "Stealth Wealth" Obsession Reveals". The Atlantic. Retrieved 2023-11-01.
- ^ Gallagher, Jacob (2024-01-23). "Men, Say Goodbye to Subtle Fashion. Say Hello to Flair". The Wall Street Journal. Retrieved 2024-01-26.
- ^ "Le règne du quiet luxury". l'Opinion (in French). 2023-12-08. Retrieved 2024-12-23.
- ^ "The Emergence of Quiet Luxury | Silent Luxury Consumer Trend". Luxury Digital Marketing Agency UK. Retrieved 2024-12-23.
- ^ "The "Quiet Luxury" Trend Will End--Classic Style Won't! | Gentleman's Gazette". www.gentlemansgazette.com. 2024-04-12. Retrieved 2024-12-23.