QUIET LUXURY IS THE NEW CODE
BY EIRINI RISSAKI
The New Code of Luxury: The Power of Subtle Sophistication
As global consumer preferences evolve, a new paradigm in luxury is taking center stage—one characterized by restraint, refinement, and quiet confidence. This understated approach transcends fleeting trends, emphasizing impeccable craftsmanship, premium materials, and designs that whisper exclusivity rather than proclaim it loudly.
Market Dynamics and Consumer Preferences
Recent analyses indicate a shift in the luxury market landscape. The McKinsey Global Fashion Index forecasts that in 2024, non-luxury segments will drive the entirety of the increase in economic profit for the first time since 2010, excluding the COVID-19 pandemic period. This suggests a potential deceleration in traditional luxury growth, prompting brands to reassess their strategies to align with changing consumer behaviors.
The rise of 'quiet luxury' is evident in consumer purchasing patterns. In 2024, the fashion industry observed a significant trend towards understated elegance, with consumers favoring minimalist designs and high-quality materials over conspicuous branding.
Brands such as The Row, Loro Piana, and Bottega Veneta have become synonymous with this philosophy, offering luxurious essentials like cashmere coats, tailored blazers, and sculptural leather bags—all in muted tones that emphasize quality over logos.
Subtle Sophistication Meets Sustainability
The appeal of quiet luxury extends beyond aesthetic restraint; it aligns with the values of today's conscious consumers. A 2023 survey revealed that 77% of European luxury consumers consider sustainability an important purchasing factor, with 51% willing to pay a premium for environmentally friendly luxury goods.
Quiet luxury responds to this demand by creating designs built to endure, encouraging thoughtful consumption and reducing the environmental impact of disposable fashion.
This approach fosters an emotional connection, placing the focus on the wearer rather than the brand. The meticulous attention to detail—from the weave of the fabric to the precision of the tailoring—instills a sense of self-assuredness and personal value in the consumer.
Rewriting the Luxury Playbook
For marketers, the rise of quiet luxury presents an opportunity to redefine how exclusivity is communicated. Emphasizing storytelling that highlights artistry, heritage, and craftsmanship can build a deeper appreciation for the unseen efforts that define true sophistication. Brands that adapt to these evolving consumer desires by emphasizing value, sustainability, and cultural relevance are expected to succeed in the reimagined luxury landscape.
This movement is not merely a trend but a cultural shift. Quiet luxury represents a return to meaningful design and authenticity, resonating with a discerning audience seeking more than just a product—they seek a statement of understated, enduring sophistication.
Bungalow 28 is a tech and creative agency working with DTC brands within fashion, luxury and cultural brands.