Quiet Luxury continues to dominate: the 10 discreet brands millionaires love

In the current landscape of luxury consumption, where ostentation used to be synonymous with status, a radical paradigm shift has occurred. ‘Quiet Luxury’ or discreet luxury has emerged as the authentic language of elites, redefining social distinction codes and establishing new parameters of sophistication. This phenomenon, far from being a passing trend, represents a structural transformation in how the upper classes conceive and display their social position.

The Philosophy of Quiet Luxury

Quiet Luxury is based on three essential pillars: exceptional craftsmanship, timeless design, and absolute discretion. Unlike traditional luxury that seeks attention through prominent logos and flashy designs, this movement values silent excellence – the kind only true connoisseurs can recognize.

This approach responds to growing demand among global elites for pieces that transcend temporary trends, offering permanent value both aesthetically and as investments. The global economic crisis, changing social values, and influence from new generations of millionaires have accelerated this transition toward more thoughtful, less showy luxury.

The Discreet Luxury Market: Key Data

According to the latest LUXONOMY report, the Quiet Luxury segment has grown 28% year-over-year, surpassing for the first time the market for luxury products with obvious branding. Estimates suggest this sector will generate approximately $62 billion in 2024, with particular strength in mature markets like Western Europe, the U.S. East Coast, and Asian capitals.

A study conducted by Luxonomy in collaboration with specialized consultants reveals that:

73% of buyers with assets exceeding $10 million prefer brands without visible logos
68% consider craftsmanship more important than brand recognition
The average price of Quiet Luxury garments exceeds equivalent traditional brand products by 40%

The 10 Brands that best embody Quiet Luxury

Loro Piana – The Italian firm has turned discretion into an art. Its vicuña creations, considered the world’s most exclusive fiber, represent the epitome of silent luxury. The extreme vicuña coat, priced over $25,000, has become a status symbol among Wall Street’s most powerful financiers.
The Row – Founded by the Olsen twins, this brand has redefined luxury minimalism. Its focus on architectural silhouettes and noble materials has won over a clientele that values substance over appearance. The ‘Park’ bag, with its clean design and perfect proportions, has become a cult object.
Brunello Cucinelli – Known as the philosopher of cashmere, Cucinelli has built an empire based on artisanal excellence and humanism. His ethical production approach, combined with impeccable design, has positioned him as a favorite among tech and financial leaders.
Bottega Veneta – Under the creative direction of Matthieu Blazy, the Italian house has elevated its discreet luxury proposition. The intrecciato technique, completely handmade, remains its signature, now reinterpreted in pieces like the ‘Andiamo’ bag.
Max Mara – The iconic ‘101801’ coat remains, four decades after its creation, a benchmark of discreet elegance. Its timeless design and exceptional quality have made it an heirloom piece for influential women worldwide.
Jil Sander – German minimalism reaches its peak expression in this brand that combines architectural precision with premium materials. Its garments, free from any superfluous elements, communicate sophistication through perfect proportions.
Khaite – The New York brand has captured the essence of contemporary American luxury. Its seemingly simple but extraordinarily well-constructed garments have won over a new generation of powerful women.
Messika – In the jewelry world, this Parisian firm has redefined discreet luxury with pieces combining modern design and exceptional stones. Its creations, worn by Meghan Markle and other public figures, demonstrate that luxury can be both visible and discreet.
John Lobb – The British shoemaker, with over 150 years of history, remains the absolute reference in discreet luxury footwear. Its made-to-measure models are the best-kept secret of executives and diplomats.
Frédéric Malle – In the fragrance segment, this house represents the olfactory equivalent of Quiet Luxury. Its creations, developed by the world’s best perfumers, offer sophistication without concessions to the mass market.

The Cultural Impact of Quiet Luxury

This movement transcends mere commerce to become a cultural phenomenon. Shows like ‘Succession’ have popularized this aesthetic among the general public, though paradoxically, its mass dissemination poses new challenges to the exclusivity that defines Quiet Luxury.

In the digital realm, platforms like TikTok have seen exponential growth in interest on this topic. The hashtag #QuietLuxury has accumulated over 2 billion views, creating a curious phenomenon where discretion becomes a mass trend.

The Future of Discreet Luxury

Analysts agree that Quiet Luxury is not a passing fad but a permanent transformation in luxury consumption. Traditional brands are adapting their strategies, reducing logo sizes and emphasizing quality over branding.

In coming years, we expect to see:

Greater focus on material provenance and artisanal processes
Emergence of new brands reinterpreting discreet luxury for younger audiences
Integration of discreet technology in high-end garments and accessories

Final Reflections

Quiet Luxury represents much more than a style: it’s a philosophy that challenges traditional values of conspicuous consumption. In an increasingly noisy world, true distinction seems to lie in the ability to communicate status without announcing it.

As recently noted by a Luxonomy editor in our exclusive forum: “The luxury of the future isn’t seen, it’s recognized. It’s not flaunted, it’s understood.” This maxim seems to summarize the spirit of an era where knowledge and discretion become the new currencies of social value.

For readers interested in delving deeper into this fascinating topic, Luxonomy is preparing an exclusive report on investment strategies in Quiet Luxury pieces, coming soon for members of our premium circle.