Elegant and discreet: what is ‘Quiet Luxury’, a trend that leaves ostentation aside

Elegant and discreet: what is ‘Quiet Luxury’, a trend that leaves ostentation aside

Behavior of consumers in the luxury market that leaves ostentation aside to give way to very high quality items that can be passed down through generations. Fashion on the networks: understand the recession core and the luxury core At the same time that the Recession Core, a fashion trend influenced by the recession and marked by more discreet clothes, is emerging on social networks, another expression is gaining strength at its side: Quiet Luxury, the silent luxury, in Portuguese. In this week that São Paulo Fashion Week is back, starting on Thursday (25th), g1 explains in a series of reports minimalist trends that are leaving the catwalks and reaching the streets (and social networks). What is Quiet Luxury Where does the Recession Core x Quiet Luxury movement come from? Luxury also has the global economic recession as its origin. “Both come out of the same socio-economic context of crisis, unfold aesthetically in similar ways, but speak to different audiences”, says Sofia Martellini, specialist in fashion trends at WGSN. In the case of Quiet Luxury, the audience she says is luxury market consumers. “Quiet Luxury is, obviously, extremely sophisticated. One of the main characteristics is, in fact, the very high quality materials. They are pieces made to last, to pass from generation to generation”, explains the researcher. In this way, the characteristics of a look associated with Quiet Luxury, in addition to the quality of the items, are timeless, discreet pieces, specific accessories and almost no mention of brands. No more logomania, on the rise in past seasons. Where the movement comes from Like Recession Core, Quiet Luxury is a reflection of the world crisis, post-pandemic, inflation, war and high cost of living, which leads people to spend less. “As for people who were not necessarily affected by the crisis, generally those from higher classes, they are adhering to a behavior of not showing off the money”, says Sofia. “It’s what’s been happening since the pandemic: it’s not ‘good manners’ to flaunt it.” Quiet Luxury arises from this behavior: not making it apparent how much wealth the person has and investing in useful and lasting pieces. The less ostentatious accessories have also been noticed on the red carpets of major awards, such as the Golden Globes and the Oscars. Quinta Brunson, Jean Smart and Hilary Swank during the 2023 Golden Globe Awards NBC/via AP/Jon Kopaloff / Getty Images North America / Getty Images via AFP At these events, where looks accompanied by jewelry are noted, this time, they appear discreet , or do not appear at all, as is the case with necklaces. The artists, now, opted for costumes without the accessory, even though the rest of the look cost a small fortune. “That doesn’t mean that celebrities can’t wear anything luxurious anymore. But these very millionaire necklaces are left aside: ‘let’s just leave the millionaire dress?'”, says Sofia. “This ends up being the discussion of Quiet Luxury, this non-ostentation, even though the dresses are very expensive, sometimes even more expensive than the jewelry.” An article in the “Financial Times”, from April of this year, showed, for example, men adhering to sports watches (albeit of high value) instead of more classic accessories, symbols of wealth, which are now in drawers. Recession Core x Quiet Luxury During and after the pandemic, the movement that was seen, mainly on social media, was “dopamine dressing”, in translation, “dressing up with dopamine”, which referred to playing dress up. Therefore, the bet was on supercolored and vibrant clothes and bolder pieces. The two main trends right now, Recession Core and Quiet Luxury, go in the opposite direction: neutral pieces, in colors like beige and gray, and that are not marked by seasons. The two trends could also be observed at fashion weeks, in shows such as Chanel, Miu Miu and Gucci. Miu Miu autumn/winter fashion show Reproduction/Youtube “The Miu Miu one, for example, was much more for the Recession Core: leggings, sweatshirt with a jacket on top. They are wearable items, they are comfortable. floor’.” Portrait of Quiet Luxury Quiet Luxury makes a more discreet line: it may even look very rich, but its characteristic is discretion. “It’s elegant and comfortable. Last year there was a lot of talk about the ‘old money’ aesthetic, and this is a bit part of Quiet Luxury”, says the researcher. “Old money”, or old money, which refers to heirs and fortunes that pass from generation to generation. The aesthetic is already well known and the looks usually have blazers, overcoats and trench coats, knitwear, shirts and tailoring sets. The difference here is quality, as in Quiet Luxury it is the essential feature. Shiv Roy, played by Sarah Snook, in the series ‘Succession’ Reproduction/Instagram/Succession The style was approached in the magazine “InStyle” based on the behavior and costume of the character from the series “Succession” Siobhan Roy, daughter of media billionaire Logan Roy, played by actress Sarah Snook. Her wardrobe features brands like Tom Ford, Max Mara and The Row, created by sisters Ashley and Mary-Kate Olsen, as well as minimalist jewelry.



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