With a USP of less is more in premium fashion be it minimalist pieces with a timeless appeal or barely-there subtly engraved logos, the concept of making a loud and flashy fashion statement is slowly ebbing out among the well-heeled consumers. The new concept of quiet luxury is all about being anti-bling and wearing designer outfits that show their uniqueness through refined craftsmanship and minimalism as the whole idea is that it is not necessary to be flashy to exude style. Premium avant-garde designer brands that experiment with bold logos, ostentatious patterns, and over-the-top dressing styles are a complete no-no to thee niche rich and discerning consumers who swear by quiet luxury

No-bling minimalistic fashion garments

Although the concept of quiet understated luxury is too conformist and non-appealing to most who can afford to buy premium garments, this new fashion trend that wears its steep price tag discreetly has caught on with many rich and famous around the world. Some genuine shoppers just like to wear simple luxury clothes without the logos and bling that tom-tom the brand to show the world that they are rich enough to afford it.

 Some big fashion houses in the quiet luxury segment include: The Row, Loro Piana,  Brunello Cucinelli, MaxMara, and Loewe along with quiet investment brands such as Hermès, Khaite, Celine, and Prada. Most of these brands concentrate on cutting and finishing statement minimalistic pieces while staying away from synthetic material and logo or monogram prints. Intricate Japanese tailoring, Weston shoes, and Johnstons of Elgin are once again the bestsellers of the low-key luxury segment in European markets and Paris catwalks.

Pitti Uomo highlights this trend

Many premium brands that are resting their laurels on quiet luxury apparel are now showcasing their unique portfolios at fashion ramps and trade shows around the globe. At the leading menswear tradeshow  Pitti Uomo held in Florence in early June, many premium brands had portfolios of understated yet unique shirts and suits. Piero Braga, CEO of Slowear owner of a group of Italian luxury fashion labels feels there is a small percentage of genuine under-stated consumers who are willing and able to spend on expensive garments but are anti-bling and anti-logos.

In fact, many premium brands are now showcasing their top-end collections keeping a lower focus on brand logos and bling for both global and Indian markets as this new mega trend of wearing apparels with subtle details is quietly but surely catching on.

However, not everyone is buying the theory that opulence, bling, and showy logos were on their way out forever as most believe that quiet luxury is just a fad preferred by only a few. Simon Golby, the menswear director for CD Network, a sales and distribution agency feels otherwise. Talking to the media at Pitti Uomo Golby said, “Everyone wants to say that quiet luxury is a trend, but there is no such thing as quiet luxury. This winter when everybody was saying ‘quiet luxury, quiet luxury’, Moon Boot was on fire, we couldn’t keep it in stock,” he explained about the success of one of the company’s brands, Moon Boot, whose bouffant boots have the brand’s name emblazed across the top.