Quiet LUXURY

A trend worth talking (or rather, whispering) about.

- TAN SU FEN

This year may have seen the peak of Barbiecore fashion — unapologetically pink everything — with the release of Greta Gerwig’s film revolving around the iconic Mattel doll, but one trend that has been slowly but surely permeating the scene is “quiet luxury”. The two aesthetics are as juxtaposing as can be, yet together they exemplify the close ties between pop culture and fashion. HBO’s Succession, whose main characters’ styles embody the adage “money talks, wealth whispers”, streamed its finale in May. In the same month, Brandwatch observed a surge in the mentions of “quiet luxury” in the social media sphere — from 3,500 to 18,000 to be exact.

While the term itself may be new, the principle of quiet luxury is not unfamiliar to us. It is about curating a selection of quality, well-made pieces in a neutral colour palette and understated design. Simply put, less is more; think Gwyneth Paltrow’s sleek, muted courtroom looks. Yet, despite being minimalistic and sans logos, people who know, know. That is because brands that epitomise quiet luxury often have techniques such as the cut, stitching or other subtle details that are unique to them, becoming an identifier for those in the know.

The focus on investment pieces and thoughtful shopping habits behind the pared-back look also reflects a more cautious economic climate. In uncertain times of rising inflation, consumers are buying less, but better, choosing to invest in classic, high-quality pieces that will provide long-term value. The pandemic era, too, played a part — many of us lived in lockdown and realised we could actually live with less. This sentiment coupled with the sustainable movement in fashion reinforced the appeal of quiet luxury. Again, less is more.