Quiet luxury: the new codes that are shaking up luxury

The concept is resolutely on trend, appearing everywhere, yet aspiring to be discreet.
Quiet luxury represents an upheaval in consumption patterns, and brings luxury back to its very foundation: to the excellence that constitutes it and the experience that defines it. Although it has taken off thanks to pop culture and social networking trends, the trend is not new. However, the persistence with which it is being expressed bears witness to a profound reflection on the very definition of luxury and on consumer expectations. Indeed, the silent revolution is resonating with new generations (McKinsey study) in search of experience, personalization and sustainability, and conscious of their ecological footprint.

Silent elegance and fashion

The craze for discreet refinement has been identified above all in fashion, making its mark on many brands. Paris Fashion Week for the SS23/24 season explored its codes: Givenchy played with transparency and pared-down tailoring, Courrèges adopted a modern vision of purity with monochrome black or white looks, Saint Laurent proposed an ode to Saharan beige. Surprisingly, even the House of Gucci celebrates minimalism. The creative director explains: "The focus is on materials, form and silhouette. Beyond the "old money" aesthetic that is sweeping social networks, some brands have based their identity on quiet luxury, the most emblematic being The Row and Loro Piana. The former presents a product line and communication that respond to a timeless aesthetic. In addition to basics with exceptional fabrics, impeccable details and masterful cuts, the message revolves around an identity state of mind that is both singular and plural. The Instagram account gives way to artistic curation, a Spotify playlist is fed with cutting-edge music selections, and the brand is personified by the IT girls. It's an ideal of finesse offered as a way of life, to be shared among insiders.

On the other hand, Loro Piana, a brand renowned for its unique materials, symbolizes the principle of exclusivity within a group: "If you know, you know". The brand pushes subtle details to the limit, the famous white sole that will be detected by the sharp eye, the singularity of its cashmere and wool. Faced with these trends, Jérôme Hue explains: "Basically, quiet luxury responds to the inherent demands of luxury: product longevity, quality that stands the test of time, ethics, authenticity." Brands claiming a form of quiet luxury must therefore adapt their communications to meet these expectations. The recent announcement of the launch of Phoebe Philo's eponymous brand has put the spotlight back on effortless style, with minimalist, timeless, pure pieces.

The embodiment of a lifestyle

Consume less, better, sustainably. Quiet luxury reflects a shift in consumption patterns based on the pillars of eco-responsibility, environmental awareness and sobriety. These characteristics are exacerbated by contemporary issues such as the search for products designed to last and minimize the ecological footprint. Authenticity remains key - know-how, transparency, diversity and inclusiveness are the concerns that define a positive brand image. In short, it's a reflection of a slow life where we take time to live, feel and enjoy experiences. For its followers, embracing discreet luxury means not only owning quality products, but also appreciating their intrinsic quality, and sharing a bond with the brand and its values.

Highlighting these qualities requires meticulous work on brand identity. For Champagne Bollinger, the Omedia agency developed a platform that reflects the codes of quiet luxury: transmission, heritage, sustainability - the House recently obtained B Corp certification, testifying to its ethical, ecological and sustainable commitment. "Giving a taste of eternity and naming it: Bollinger", the concept developed places the brand in a sustainable temporality. The brand also unites a community around shared values: effortless elegance, sophistication, a taste for refinement and the intimacy of moments shared between connoisseurs. The "Be a part of our family" brand concept meets the expectations of a target group wishing to be part of a community, and aims to unite them around singular experiences marked by distinction, style and taste. The desire to be part of a circle, often implicitly, motivates consumers to embrace elegant subtlety and its philosophy.

Back to basics

The design, hotel and tourism industries are also witnessing a growing interest in authenticity, closeness to the local environment and know-how, all traits associated with quiet luxury. In search of a refuge, elegant intimacy and a memorable experience, the target group is sensitive to a demanding level of service that nestles in the details, without excess or extravagance. The décor uses natural, sustainable materials, and personalized service caters to the needs and preferences of each guest. Stays that take the form of high-end retreats, inviting guests to recharge their batteries, are multiplying in this sense. Ultra-confidential resorts such as La Granja Farmhouse in Ibiza offer a rustic setting, close to nature and local communities, with a slow lifestyle. The holistic approach to well-being reveals a profound reflection in the way we conceive and appreciate luxury.

Isn't minimalism the ultimate form of sophistication, as Leonardo da Vinci once said? At a time when we are overwhelmed by an avalanche of content and consumer products, quiet luxury offers us an escape to refocus. It's an invitation to slow down, to appreciate the quality of what surrounds us, through balance and meaningful experience. Much more than an elitist concept, it's a return to the essential.