THE IDEA OF indulgence, exclusivity, and status has always strung along with the conception of luxury. But in recent years, the world of luxury has witnessed a fascinating turn towards a path considered more meaningful and enduring-sustainability and quiet luxury.
These two aspects are reshaping how we perceive and experience luxury-a unique mix of subtlety, elegance and ethical awareness, both globally and in India.
Quiet Luxury
Remember the days when "the more" was perceived as "merrier?" Well, those days are fading. Quiet luxury is all about embracing the timeless piece produced from high-quality material without flashy logos or lavish embellishments. It is the luxury that is 'less, that whispers and does not shout, that is discreet and does not flash into your eyes. The focus is on the craftsmanship, the feel of the fabric, and the subtle details noticed by only discerning eyes.
Brands that champion quiet luxury-like Loro Piana, The Row, and even Hermès-create items that are about personal pleasure and elegance rather than external validation. It's a way of saying, "I know this is luxury, and that's enough." The consumers of quiet luxury believe it to be empowering to be wearing something luxurious that doesn't scream its price tag but rather speaks through its quality and style. It's fashion that is timeless, both in durability and aesthetic appeal.
Why the shift? It turns out that many luxury buyers are looking for more than just status symbols and also redefining the idea of status symbols. They want pieces that align with their values and personal tastes, rather than what's trendy or recognisable to the masses.
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Denne historien er fra November 02, 2024-utgaven av BW Businessworld.
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