You might have come across the term “quiet luxury” while scrolling through social media or poking around fashion magazines. For a fashion trend that denotes a certain hushed sensibility, it’s certainly made a loud entrance into the zeitgeist.
“Quiet luxury is the antithesis of ‘logomania’ and the polar opposite of fast fashion,” says fashion writer and style expert Maggie Gillette. “The term and—to some extent the trend—also gained mainstream popularity on TikTok due to celebs like Sophia Richie, who became a breakout style star in 2023.”
This subtle spin on expensive taste is less about showcasing wealth loudly by wearing certain well-known brands emblazoned with branding, and more about donning luxe textiles and impeccably fitted garments. In some cases, it’s also about wearing brands that may only be recognizable among those familiar with, as Gillette says, the “social codes of the upper class.”
RELATED: How to Get the ‘Quiet Luxury’ Look at Home
What Is Quiet Luxury?
Quiet luxury predominantly features low-key, sleek silhouettes, muted color stories, natural fibers, and garments that fit well.
“The biggest thing to keep in mind here is that you want to focus on the quality of your pieces—not necessarily the price tag or the brand—and the silhouette,” says Jen Reed, a content creator and shopping expert. “Think monochromatic dressing, neutral colors, and sleek handbags. These are all key components of this trend, which I definitely think it’s here to stay.”
This translates to prioritizing natural materials such as cashmere, linen, and silk—versus cheap materials like polyester—that are durable, timeless, and offer a luxurious hand-feel. In quiet luxury, the stitching is also well done, fabrics panels are aligned with care, and garments/accessories are fully lined where it makes sense. Pieces should also be completely free of loud, in-your-face logos.
“Quiet luxury is sort of an ‘anti-trend’ in the sense that nothing about it should stand out or attract attention the way that trends typically are meant to do,” Gillette says. “Because of this, there is a timeless element to quiet luxury. This is a trend that appeals to people of all ages and that has helped fuel its popularity across generations, ironically making this anti-trend a megatrend.”
6 Best Quiet Luxury Brands
To help you get a better feel for what qualifies as quiet luxury, we’re showcasing a handful of brands that lend the trend.
1. The Row
This brand has become synonymous with “quiet luxury.” And true to its name, the price tags are certainly lofty. “This American brand created by Mary-Kate and Ashley Olsen focuses on perfecting elevated basics. If I had an unlimited budget, I would have a closet full of their gorgeous outerwear,” Gillette says.
Shop The Row
2. Abercrombie
Quiet luxury is very much a return to the basics; think “simple, streamlined silhouettes and classic pieces that will truly never go out of style,” Reed says. Preppy Americana brand Abercrombie delivers on that front. “I love Abercrombie for elevated basics like a classic trench coat, crisp white button down, and straight leg denim.”
Shop Abercrombie
3. Totême
If your style senses lean a bit Scandi, Stockholm-based fashion brand Toteme might just be your speed. Though a spry 10 years old, the brand has quickly established itself in the industry and is known for its minimalist designs and timeless aesthetic that are easily integrated into a modern wardrobe. It creates a range of clothing and accessories with a strong focus on quality materials and craftsmanship.
Shop Totême
4. Loro Piana
Loro Piana has risen to the top as an icon of quiet luxury. “While the Italian company has been around for nearly 100 years—and has been owned by the luxury conglomerate LVMH for 10—it wasn’t as widely known as some other heritage brands,” Gillette says. “It got a bump in the brand recognition category when one of the characters on Succession wore one of their cashmere baseball hats that retailed for over $500.”
Shop Loro Piana
5. Hunting Season
Launched in 2006 by Danielle Corona—who has an extensive background in fashion and design—Hunting Season specializes in luxurious accessories. Among its most coveted items are insignia free handbags and small leather goods, which place an emphasis on clean lines, simple shapes, and a focus on functionality. The brand also has a beautiful collection of woven accessories.
Shop Hunting Season
6. Celine
Let’s take our quiet luxury voyage to France to visit Celine, a fashion house with 75 years of design experience under its belt. “In the late 2000s, Phoebe Philo was credited with making the brand a must-have for sophisticated and stylish women with her well-edited minimalist collections,” Gillette says. “The outerwear and leather goods continue to exude quiet luxury, and the quality extends to all their designs.”
Shop Celine
