20 Jan Quiet Luxury 2025: Familiar Yet Renewed

Posted at 16:18h in Tin tức thị trường by
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Overview

  • From late 2022 to early 2023, Quiet Luxury emerged as a dominant fashion narrative across global social platforms. In 2023 alone, according to Google Statistics, the keyword saw a 300% surge in popularity and over 35 billion views on TikTok.
  • Rooted in Minimalist values, Quiet Luxury draws consumers toward a refined lifestyle — one that favors restraint, intentionality, and timeless elegance.

“Quiet luxury is defined as ‘clothing of the highest quality, but also clothing that has timelessness, is sophisticated and understated.” — Thomaï Serdari, Director of the Fashion & Luxury at NYU Stern School of Business

Drivers of quiet luxury’s popularity

  • The decline of “Flex Culture” and Maximalism:

By the late 2010s, a wave of self-made millionaires had entered the luxury consumer class. “Flexing” – showing off wealth through visible consumption – dominated wardrobes for years. But as saturation set in, the public gradually turned to more understated aesthetics.

  • The rise of upper-class fiction:

Television series like Succession, Industry, and Billions captivated audiences with their portrayals of ultra-wealthy elites. Audiences increasingly aspired to the characters’ style: monochrome turtlenecks, crisp button-downs, and tailored trousers — subtle yet prohibitively expensive looks understood only by the truly affluent.

Unbranded luxury wardrobes in “Succession”

Design pieces such as Max Mara’s wool coats or The Row’s handbags worn by the Princess of Wales, Catherine – sparked viral attention and shifted shopping behaviors toward silent status symbols.

Catherine, Princess of Wales

  • Luxury brands partnering with youth icons:

In a down market, heritage maisons are adapting to younger audiences by aligning with rising fashion “IT girls” such as Sofia Richie-Grainge and Hailey Bieber. This strategy bridges generational gaps and repositions Quiet Luxury for Gen Y and Gen Z consumers.

Sofia Richie-Grainge — the Gen Z face of Quiet Luxury

What’s next for quiet luxury in 2025?

  • A subtle shift in color palette:

While 2023–2024 favored classic neutrals like white, brown, and grey, 2025 introduces nuanced hues: butter yellow, stone blue, muted teal, and navy. Soft pastels — blush pink, mint green — are making a comeback, offering freshness while retaining restraint.

Hermès SS25

Versace SS25

  • Diversification of fabric composition:

2025 marks a move away from single-fabric simplicity toward hybrid material construction. Think: cashmere blended with silk, or tweed interwoven with genuine leather accents. Crucially, all materials are expected to meet sustainability standards and be recyclable or responsibly sourced.

  • Maximalism creeps back in:

After several years of quiet dominance, louder styles are subtly returning to the runways. SS25 collections have introduced a broader color spectrum — with saturated tones like crimson, plum, and tangerine. Some of the season’s most talked-about shows embraced opulence and flamboyance.

Valentino SS25

Sources: Business of Fashion