The Shift to Quiet Luxury
Maximilian styles were all the rage when I was first introduced to the luxury world around the 2010s. At 12, I was dying to get my hands on a large Gucci Belt, matching Louis Vuitton luggage sets, and especially a Chanel bag with a prominent C. These flashy Maxilian styles of the early to mid-2000s have since stepped down. Logos are becoming smaller and smaller. Even with their expensive price tags, these formerly desired styles are now considered tacky, even a little gosh. Instead, simple and understated designs are now in the spotlight, embodying an effortlessly expensive look known as “quiet luxury.”
Quiet luxuries are not a new concept. These are luxury items, often expensive, that are simplistic and don’t show their wealth upfront. Vogue describes quiet luxuries as "less austere than minimalism but more polished than normcore. Imagine Sienna Miller in Anatomy of a Scandal or the off-duty Olsen twins; think of a battered Hermès Kelly bag or a Max Mara investment coat thrown over an ancient pair of vintage jeans”. These items align with the "wealth is stealth" philosophy appearing like everyday products from afar. Still, their high-quality materials and craftsmanship reveal their value to those aware.
Quiet luxuries are appealing due to their sustainability and longevity. Most pieces are very high quality and designed to last a long time. They typically come in simple colors and styles that can be paired and arranged for various occasions. They are far more versatile when paired with loud statement pieces, representing an investment rather than a single-use purchase. In contrast, spending large sums on loud luxuries, like Trisha Paytas’s $40,000 Rainbow Birkin, is not considered financially savvy, as such items often sit unused due to their harsh colors. With quiet luxury, those who purchase can be confident that their investment will stand the test of time.
The loud styles of the past were initially a way to step outside of comfort zones and experiment with color. The resurgence of quiet luxury is almost happening for the same reason but in the opposite direction. This trend is seen as “classy” as it avoids overtly bragging about one’s financial situation through conspicuous consumption. It also reduces specific social comparisons, as only those familiar with the brands understand their costs, making it easier to blend in. Balenciaga bags, with their apparent logos, are traded with quieter Isabel Marant and Loro Piana bags.
An example of this societal transition to worshipping the quiet luxury aesthetic is Sofie Riches' well-known wedding, which was in the media for months due to its classy look. The dress is a straightforward Chanel custom, and her hair, a classic updo, and makeup are subtle but glowy. The decorations in the venue were minimal but intentional. In the year since her wedding, we have seen so many weddings take inspiration from different elements of the famous event. Her wedding is seen as a blue-print for quiet luxuries and the “old money” aesthetic.
The old money aesthetic is very different from actual old money ."Old money" refers to wealth that has been inherited and passed down through several generations within a family. It often implies a sense of tradition, social status, and cultural refinement associated with long-established affluence. The aesthetic takes inspiration from old money activities such as tennis and boarding school styles. Achieving an old-money lifestyle by purchasing certain items is unattainable since the true old-money lifestyle comes from generations of experience and wealth passed down. Those who are part of old money and have inherited their wealth are not the only ones who can purchase quiet luxury items, but they inherently embody the lifestyle. Striving for an “old money” lifestyle is unrealistic and unobtainable due to its origin and actuality. The well-known social media platform TikTok has been flooded with videos and how-tos for achieving this look and aesthetic. The effortless idea of this aesthetic is ironic when considering it a trend. It is meant to come off as effortless and unintentional; however, those who go out of their way to achieve the old money-quiet luxury look contradict the very essence of this style.
The shift towards quiet luxury is not limited to designer products; it extends to other aspects of pop culture, such as plastic surgery and fillers. Many celebrities embrace a more classic look, opting for subtle enhancements rather than drastic procedures. For instance, Kylie Jenner, known for her full lips, has recently reduced her fillers, returning to a more natural appearance.
“Quiet Luxury” can also be considered a lifestyle unrelated to clothing and appearance. Such as gifting heartfelt notes instead of impersonal expensive items, hosting a small dinner rather than making reservations at the hottest club, or avoiding bragging about luxurious vacations.
Whether this resurgence of quiet luxury styles is here to stay or just a passing trend remains to be seen. Given its emphasis on quality, sustainability, and timelessness, quiet luxury has the potent
Sources:
Cover image via Pinterest
https://www.forbes.com/sites/biancasalonga/2023/04/12/the-rise-of-quiet-luxury-and-why-it-is-here-to-stay/?sh=20e48b9027ed
https://www.elle.com/uk/fashion/trends/a43449527/quiet-luxury/
https://www.vogue.com/article/quiet-luxury-trend