Popularized by Gwyneth Paltrow in early 2023 and brands like The Row by the Olsen sisters or the Bottega Veneta house, highlighted in series like Succession“quiet luxury” is the fashion trend to adopt for the start of the school year.
This style advocates sobriety and simplicity, taking up the codes of the “ultra-rich” (but especially former rich) who do not show it. No more bags with big logos, rhinestones and sequins, today, the refined and comfortable look is in order. Quiet luxury requires focusing on cuts, favoring noble materials that last over time and paying attention to detail.
In reaction to superficiality, bling-bling and fast fashion
According to Vincent Grégoire, Consumer Trends & Insights director for the business strategy consulting agency Nelly Rodi, “it’s a reactionary posture in the face of the superficial and the bling-bling, but also the fast-fasion, the ‘disposable fashion ‘. Many consumers are looking more for sustainable, neutral and timeless products that have local origins or a history”.
This quest for quality and durability is surprisingly noticed among Gen Z, influenced by celebrities like Hailey Bieber or Sofia Richie with their minimalist chic style. The young people of this generation are particularly inspired by the looks of their grandparents: the cardigan, the polo shirt or the Scottish shirt for men are an integral part of their wardrobe.
What are the essentials of the season?
The Twin Set, a matching set consisting of a cardigan and a sweater, is making a comeback for the fall. The plain cardigan is an emblematic piece of the quiet luxury look, not to mention the timeless blazer, which will be worn loose for a masculine-feminine style.
The idea of comfort is very present in this fall trend, with oversized and fluid cuts. The leather jacket is a favorite piece for fall, focusing on volume and details (always discreet). Wide, flowing trousers, white shirts or well-cut tailored trousers are essential this season. As for shoes, white sneakers and Weston-type moccasins are to be considered for a trendy back-to-school season.
According to Elisabeth Prat, director of trends at Peclers, “you still have to watch out for boredom. When there is too much uniformity and stability, it can end up not standing out at all and becoming boring. The idea is to add a touch of your personality and achieve a balance to express who you are without being too blended in the mass”.
A sober and chic style that wants to be accessible
If according to Elisabeth Prat, “consumers are ready to put a little more money if the material is non-polluting, of high quality, or from recycling, for example”, some are looking to adopt a hype look at a lower cost. Brands that are more accessible than the pioneering luxury brands offer collections and pieces inspired by “quiet luxury”.
Uniqlo plays on sobriety, with pieces in plain colors that can be easily combined, which can be worn over several seasons thanks to their neutrality, for very affordable prices, with materials such as merino wool, tweed or cashmere. The Balzac Paris brand has the “quiet luxury” style in its DNA and relies on minimalism and responsible and eternal fashion.