Quiet Luxury: The Evolution of the Luxury Concept and its Impact on Fashion, Tourism, and Design

The concept of luxury has evolved over time, and in recent years, we have witnessed the emergence of a new trend in this field: “Quiet Luxury” or “Silent Luxury”. This approach focuses on providing more discreet and sustainable luxury experiences, moving away from the ostentation and extravagance associated with traditional luxury. In this article, we will explore the essence of quiet luxury, its origin, its impact on the fashion, tourism, and design industries, and how it is changing our perception of luxury in general.

Fashion is one of the industries where quiet luxury has found a natural home. Luxury fashion brands have begun to adopt sustainable practices and promote transparency in their production processes, thus responding to the growing consumer demand for more conscious and responsible luxury.
In addition, quiet luxury in fashion focuses on quality and craftsmanship, rather than ostentation and fleeting trends. This means that quiet luxury garments and accessories are designed and manufactured to last, rather than being disposable or seasonal. This is not only more sustainable but also offers a more authentic and lasting luxury experience to consumers.

Luxury tourism has also experienced a shift towards quiet luxury, with a focus on more discreet and sustainable experiences. Today’s luxury travelers seek authentic and local experiences that allow them to immerse themselves in the culture and environment of the destination, rather than simply enjoying ostentatious luxuries in isolated hotels and resorts.
Quiet luxury in tourism is manifested in the rise of boutique hotels, eco-resorts, and sustainable tourism experiences. These establishments and activities offer travelers the opportunity to enjoy luxury in a more conscious and environmentally friendly way while supporting local communities and promoting nature conservation. Moreover, quiet luxury in tourism also involves personalization and a focus on traveler well-being, offering unique and memorable experiences that go beyond material comforts.

Quiet luxury is changing our perception of luxury in general, moving it away from ostentation and extravagance and towards a deeper appreciation of quality, sustainability, and authenticity. This new perception of luxury is based on the idea that true luxury is not simply a matter of material wealth, but also of emotional, spiritual, and social well-being.
This evolution of luxury is also influencing how brands and companies position themselves and communicate with their customers. Marketing and advertising of luxury products and services are moving away from promoting status and wealth, and focusing on telling meaningful and authentic stories that connect with consumers’ values and aspirations.

Quiet luxury in fashion has manifested in several renowned brands, some of which include Hermès, Max Mara, Bottega Veneta, and Loewe. Other firms that also fall under the concept of quiet luxury are Bevza, Khaite, Polène, Totême, Tove Studio, Zegna, and VB, Victoria Beckham’s brand.

As for celebrities and famous figures associated with quiet luxury, Brad Pitt has been the ambassador for Italian house Brioni, which has worked alongside other Kering group firms such as Gucci, Balenciaga, and Saint Laurent in promoting circular fashion and sustainable luxury. Actress Hunter Schafer, known for her role in HBO’s television series “Euphoria,” has been an icon in the new Prada campaign, a brand that has also been associated with quiet luxury.