In the last two years, few fashion trends, or as the TikTok generation likes to call them, aesthetics, have risen to popularity as quickly as the quiet luxury trend. First rising to prominence on social media in early 2023, the movement away from post-pandemic maximialism towards more minimalist, under-the-radar pieces quickly took fashion and mainstream media by storm.
Almost immediately, terms adjacent to the trend, such as “old money style,” “stealth wealth,” and “quiet luxury,” rose, on average, by 849%, according to WWD. Even Vogue declared that quiet luxury was the singular trend anyone who pays attention to trends should watch closely, and its claims were justified.
What Exactly is Quiet Luxury?
Characterized by a more understated approach to luxury, the simplest way to define quiet luxury is luxury that simply can’t be pinpointed. It’s elevated basics paired with great vintage jeans and statement pieces that exude great quality without being in your face.
Quiet luxury quickly proved its staying power, becoming more than a trend, but a movement, steadily remaining popular through 2023 right into 2024 as well. Still, every fashion moment is fleeting, and it wasn’t until the very end of last year that its prevalence began to decline, decreasing 25% in popularity according to @databutmakeitfashion.
Still, it’s worth noting that true quiet luxury as a concept isn’t a trend, but a lifestyle, and those who were doing it long before it ever became a thing will continue to do so long after the trend has died and gone to trend-heaven.
Quiet luxury has existed for generations. But how does its recent rise to virality impact the premise of the old money aesthetic as a whole? With stealth wealth brands like The Row, Loro Piana, Khaite, Brunello Cucinelli, and more becoming mainstream during the quiet luxury movement, these once under-the-radar brands are no longer so covert.
Truthfully, the advent of social media, in many ways, killed the concept of quiet luxury entirely with even the most chronically offline of brands or items going viral thanks to the general fashion-loving public. Ironically enough, quiet luxury going mainstream has made it not so quiet anymore.
After all, can something really be considered stealth if everybody knows what it is?
“Everyone” is a misleading term. Most people have no clue about handbags unless they are visibly branded with a logo or a monogram. “Everyone” who reads this blog is not representative of everyone.
🤔 First rule about Quiet Luxury, you don’t talk about Quiet Luxury. 🤫 🤐
Hahaha!
The only change is that people who only like it because it’s a trend don’t like it because it’s not the trend right now. There will always people who like simple and understated designs. There will always be people who like ornate things, loud things, bright things, small things, big things… And people who like some of everything.
The thing that kinda annoyed me is, some people suddenly playing cosplay as “Old Money” while wearing certain brands of bags. then poof #OldMoneyOutfit, #QuietLuxury, #BrandA, #BrandB Etc.
It called “Quiet Luxury not only because less logo, but also, people who actually buy it don’t bother say it out loud. So, yeah, to me, that “Quiet” now is “Loud” with less logo.
Only people ‘in the know’ will know who makes that quiet luxury bag. The woven BV bags were the OG of quiet luxury-no logo’s and beautiful leather and they’ve been doing it forever!
Quiet luxury has always been in the eye of the beholder. When I was in my 20’s I thought LV was luxury. As I age for me quiet luxury is brands like Hermes and Loewe and The Row. To me Chanel , due to the fact it is machine made is not a quiet luxury item anymore.
You do realize that many Hermes products are sewn with a sewing machine, right? 🤡
To me, quiet luxury for bags means owning a high-quality, hand-sewn, and unique work of art made exclusively for me, ensuring that no one else has the same piece.
Hi!
What is the bag in the title section? I’ve done some searching, and can’t find it. My iPad is too old for look up. lol. Maybe I need a new iPad instead. =)
Yes, it is Totême. I have one and recommend it as it is very versatile.
It’s the Toteme t-lock!
Thank you! It’s lovely!
I’ve been saying this since this “tend” started. Once you splash it all over social media, it’s no longer quiet. You’re now just flooding the zone with dupes and inspired purchases.
The LP Globe bag was a great example of quiet luxury. I wish they would bring it back. Just when I got to the point of being able to afford one, they discontinued it. 🙁
I love it – IYKYK
Absolutely. I live in the middle of nowhere and people are going to know what a monogrammed LV speedy is versus a Khaite Elena.
What is the brown suede bag in last pic on left?