In recent years, there has been a noticeable shift in men's fashion towards what is known as "quiet luxury." This term refers to the idea of understated elegance, where luxury is expressed through subtle details rather than loud branding or flashy designs. Whilst this is certainly nothing new in the world of fashion (as very few things are) this current cycle is seeing a massive rise in dominance within the menswear sector.
One of the main drivers behind this trend is a growing awareness among consumers about the environmental and ethical impact of fast fashion. Many men are now looking for clothing that is made to last, using high-quality materials and craftsmanship that will stand the test of time.
Quiet luxury is also a direct reaction to the excesses of the 2000s, when fashion was dominated by bold logos and ostentatious displays of wealth. In contrast, today's luxury consumer is looking for a more refined and subtle expression of their status. The clear popularity of this movement can even be seen within current pop culture. TV trendsetters like HBO’s ‘Succession’, a show about the world of the top 1%, feature displays of pricey ‘stealth wealth’ throughout key character wardrobes, something costume designer Michelle Martland has been applauded for by fashion fans since the show’s 2018 debut. This trend is also reflected in the rising popularity of minimalist brands like Bottega Vanneta, who specialise in high-quality products with a focus on materials, construction and colour branding. This idea of brand colour pallets becoming ‘the new logo’ is something we have adapted for MARAI when designing our collection. Rather than overtly branded pieces, we focus on our key colour profiles and how they to act as our own form of subtle, yet identifiable branding across our collection. Quiet luxury is not just about clothing, however. Accessories like watches and shoes are also embracing this trend, with brands like Common Projects and Bell & Ross offering sleek, minimalist designs that are both timeless and elegant.
Overall, the rise of quiet luxury in men's fashion represents a shift towards a more considered and conscious approach to style. Rather than chasing the latest trends or flashy logos, men are now prioritising quality, craftsmanship, and understated elegance. What do you think about the rise of quiet luxury? Is it something you welcome, or do you still allow logos and flashy designs to dictate your purchasing habits?
