https://maktagg.com
Especially in recent decades, the goal of buying and wearing any fashion brand is often ostentation. Having that logo we love so prominently displayed on our outfit is, like a banner, synonymous with our belonging to the socioeconomic group and the values the brand represents.
This actually also applies to brands in other sectors, such as the automotive sector (We don't buy a Mercedes, we buy the power that comes with owning a Mercedes) or the technology sector (We don't buy an Apple, we "think differently" like Steve Jobs).
However, in a world saturated with images and stimuli, a fashion trend has emerged in recent years that opts for the opposite path: from ostentation to discretion, from intoxication to sobriety, from noise to silence. This is quiet luxury .
What characterizes “quiet luxury brands”?
Quiet luxury is a branding and consumer philosophy that prioritizes quality and discretion over flashy designs and passing trends. It's about reducing the product to its essentials, revaluing it for its intrinsic characteristics , not for the brand's logo or insignia.
Quiet luxury brands don't aim to capture immediate, massive attention through large-scale advertising campaigns, but rather offer products that will be discovered little by little , letting time find their potential buyers.
Therefore, these garments and accessories are created to last, both in terms of the quality of the materials and their clean, sober, and almost ascetic style. Thus, unlike traditional fashion brands, which produce on a massive scale and base luxury on their name and/or price, the exclusivity of quiet luxury brands lies rather in their scarcity and the accessibility of their products . How could a product that, in reality, anyone can have in their wardrobe be luxurious?
Finally, many of these luxury brands are deeply committed to slow fashion , as the values of sustainability, timelessness, and durability that slow fashion promotes are radically opposed to the fast fashion philosophy of the big logos.
The best-known “quiet luxury brands” in the world
Of course, the silence and discretion of quiet luxury don't prevent us from getting to know some of its most famous brands. In this exclusive selection, we can mention, for example, the following.
The Row
Founded by twins Mary-Kate and Ashley Olsen in 2006, The Row has become synonymous with understated luxury. Based in New York, the brand specializes in minimalist, timeless garments that prioritize quality and impeccable craftsmanship. Its silk, cashmere, and wool pieces offer a perfect fit, balancing comfort and sophistication. Designing clothes that feel like a natural extension of the wearer, without the need for visible logos, is its philosophy.
Brunello Cucinelli
Known as the "king of cashmere," Brunello Cucinelli has taken Italian craftsmanship to the next level. Founded in a small town in Umbria, Italy, the brand combines tradition and sustainability with an elegant aesthetic. The durability of its products stems from the use of luxurious materials like cashmere and innovative fabrics that ensure exceptional durability.
Loro Piana
One of the most iconic brands in the world of quiet luxury, Loro Piana is a benchmark in premium fabrics like vicuña and cashmere. Since its founding in 1924, the Italian brand has offered products of unparalleled quality. In addition to clothing and accessories, Loro Piana produces textiles that other luxury brands use. Pieces that combine comfort, exclusivity, and the highest quality , without attracting attention.
Bottega Veneta
Although known for its history in traditional luxury, Bottega Veneta has perfectly adapted to the quiet luxury movement. Its focus on innovative design and rejection of visible logos have allowed it to stand out in this segment. Its "Intrecciato" bags, with their distinctive leather weave, are a symbol of understated luxury.
Totem
Originally from Sweden, Totême embodies Scandinavian simplicity brought to luxury . Founded by Elin Kling and Karl Lindman, this brand has won over women around the world with its functional and minimalist designs. Its structured, high-end, layerable coats create a capsule wardrobe of carefully curated pieces that can be worn for years.
And the Spanish “quiet luxury brands”
Spain is no slouch when it comes to quiet luxury . The following brands, to name a few, combine exceptional quality, timeless design, and discretion, positioning themselves as leaders in the quiet luxury market.
Loewe
Loewe is arguably the most globally recognized Spanish luxury brand. Although its design has evolved in recent years under the creative direction of Jonathan Anderson, it remains a model of quiet luxury. Leather goods are its forte, with iconic bags like the Puzzle and the Amazona, crafted using artisanal techniques in its Madrid workshop. Loewe combines tradition with innovation , focusing on quality materials, precise details, and a design that avoids over-branding.
Pedro García
Pedro García is a Spanish footwear brand that exemplifies quiet luxury thanks to its attention to detail and artisanal approach. Founded in Elda, Alicante, it is managed by the third generation of the García family. Minimalist sandals, timelessly designed shoes, and high-quality materials such as suede and silk… Each piece is designed and manufactured in Spain, reflecting a commitment to quality and exclusivity without resorting to flashy logos.
Cortana
Cortana , founded by Mallorcan designer Rosa Esteva, is a clothing brand that combines luxury and sustainability . Its collections stand out for their femininity, fluid lines, and natural fabrics. This quiet luxury brand focuses on timeless, ethically produced garments, avoiding fads and promoting slow fashion .
Masscob
Originally from La Coruña, Masscob is known for its focus on casual-luxury design and its relaxed yet sophisticated aesthetic . The brand has garnered an international following that values quality and discretion. Masscob combines the contemporary with the classic, using natural fabrics and avoiding any visible branding on its cotton shirts, linen dresses, and blazers with handcrafted finishes.
Paloma Wool
Paloma Wool , a Barcelona-based brand that blends art, design, and fashion, has positioned itself as a benchmark in contemporary and sustainable luxury. While its designs may be more artistic, they maintain a sense of quality and exclusivity. Ethical production, original designs, and an approach that values creativity over branding . Unique pieces, crafted in limited series with natural fabrics, are the hallmarks of this quiet luxury brand .
Silent luxury: a passing trend or a well-established philosophy?
US digital wholesale platform Joor stated in a study that silent fashion appears to have taken root in a market increasingly saturated by logos.
This shift reflects a certain evolution in consumer habits , as consumers are gradually prioritizing quality, sustainability, and intentionality in their purchases, moving away from compulsive consumption and making more conscious and environmentally friendly choices . Furthermore, internet searches for terms like "quiet luxury," "stealth wealth," and "old money style " have experienced exponential growth.
The same study also highlights that this search trend aligns with an increase in purchases made by retailers between January 1 and May 15, 2023, demonstrating the impact of silent luxury on the global market.
"Luxury fashion has shifted from ostentation to a focus on heritage and the intrinsic quality of products. Consumers are seeking a complete lifestyle that aligns with their values and aesthetic preferences, which explains why historic luxury brands offer a diverse range of products, from fashion and leather goods to home goods and pet accessories. Luxury buyers are more loyal to brands that share their principles, so loyalty becomes essential to cultivating lasting relationships based on quality and authenticity."
Melissa Calderón , Designer and Art Director at Maktagg Postgraduate in Fashion Business in Marangoni (Firenze).
“Quiet luxury” and digital marketing: “silent” strategies
Although these select brands shy away from large-scale campaigns and prefer to make their presence known gradually, they do have digital marketing needs. This marketing for quiet luxury brands must focus on reflecting their essence of exclusivity, discretion, and exceptional quality . Unlike conventional brands, quiet luxury brands require carefully designed strategies that speak to a select audience, valuing detail and emotional connection more than reach .
1. Building an elegant and consistent digital identity
Branding is the foundation of any quiet luxury brand. These brands must convey sophistication and exclusivity through every visual and narrative element . This involves creating a clean and minimalist design on both their website and social media, using neutral tones, high-quality images, and a focus on product details.
The brand's narrative, built by professional copywriters , should reinforce these values, highlighting stories about the materials used, artisanal processes, and commitment to sustainability . A page with fluid navigation, well-structured content, and interactive elements that enhance the user experience are essential to positioning the brand as a luxury icon.
2. SEO and content strategies
SEO is a prime channel for attracting a select audience searching for highly specific terms . Quiet luxury brands should focus on long-tail keywords related to their unique offering.
Additionally, SEO services help educate users about the quality and values behind the brand . Blogs can cover topics such as the story of the artisan behind a collection, the benefits of sustainable materials, or practical guides for investing in timeless pieces. This approach improves organic ranking and strengthens the emotional connection with the consumer.
3. Exclusivity on social networks
Social media should be used as a select and exclusive showcase , not as a channel to overwhelm the public. Posting high-quality photographs that highlight product details, such as the texture of fabrics or the finish of a bag, can convey the brand's exclusivity.
Collaborations with micro-influencers , people with small but highly targeted audiences, can also be effective in reaching consumers who share the brand's values.
4. Email marketing to highly segmented audiences
Email marketing allows these brands to communicate directly and personalized with customers. Instead of mass newsletters, they can send exclusive emails offering valuable content , such as early access to new collections, invitations to private events, or details about a product's manufacturing process.
Accurate segmentation is essential to ensure each customer receives relevant, engaging, and personalized messages that reflect the brand's distinctive attention to detail.
5. Exclusive digital experiences
Exclusivity shouldn't be limited to the product; it should also extend to the digital experience. A virtual showroom , for example, allows customers to explore the collection interactively, offering detailed information about each piece.
Additionally, e-commerce should be designed to reflect the brand's exclusivity, with options such as product customization, premium customer service, and luxury packaging .
Another effective strategy is to create limited collections available only to registered customers, reinforcing the sense of exclusivity. At Maktagg , as a fashion marketing agency , we understand the specifics of quiet luxury brands and know how to communicate their values in an authentic, sophisticated, and effective way.
With a decade of experience in this sector , we combine creativity and analysis to design strategies that position these brands as leaders in the luxury market. If your brand wants to grow strategically without losing its quiet luxury essence, we can bring your story to the right audience, at the right time, and with the impact that only a well-executed strategy can achieve.
