The rise of quiet luxury

Article written by Kaylum Keet

If you’ve been on TikTok recently, you’ve probably heard about the new quiet luxury trend.

Viewed as a reaction to the mainstream maximalist Y2K-inspired fashion of the late 2010s and early 2020s, quiet luxury focuses more on minimalistic style choices. Flair magazine defines the term as the following, “Quiet luxury is all about quality over quantity, focusing on creating timeless pieces that will never go out of style. It is soft and tactile, beige and grey, and, as Vogue describes it, “it’s less austere than minimalism but more polished than ‘normcore.’” 

The rise in the quiet luxury aesthetic can be attributed to three major events, namely: Sofia Richie’s wedding; the release of Succession season 4; and the Gwyneth Paltrow court case.

Sofia Richie, daughter of Lionel Riche, recently got married to music executive, Elliot Grainge. The wedding took place in the south of France at the resort, Hotel du Cap-Eden-Rock. The wedding took social media by storm, with many, as a result, taking a closer look at the transformation of Sofia Richie’s personal style. Her change in style has been branded as the epitome of quiet luxury, with her often donning simple yet expensive luxury clothing items.

Quiet luxury has also been dubbed as “if you know, you know” fashion. Despite most quiet luxury fashion trends looking like regular clothing staples, quiet luxury is often used as a way to signal one’s wealth without appearing tacky. Popular quiet luxury brands include The Row, Fear of God, Hunting Season and Max Mara. Max Mara is a brand heavily featured in Succession, with Shiv often sporting the brand. When attending court, Gwyneth Paltrow wore quite a few pieces by the Row.

The quiet luxury trend has made waves on TikTok. If you’re looking to participate in the fashion trend, many of the styles are quite easy to replicate with closet staples. Also, due to quiet luxury’s focus on “quality over quantity”, you won’t have to buy an entire new wardrobe to look the part. Plus, investing in good quality clothing items that will last is a good way to get your money’s worth while keeping you stylish for longer.

This story first appeared on Bona.