Over recent years, the luxury industry shifted to embolden the intensity of logo-driven branding and designs. While fashion houses like Louis Vuitton and Dior have always used some form of logo, others are following suit and stamping their names across every available space.

Brands like Balenciaga and Off-White feature their names loud and proud on clothing, appealing to the aspirations of a younger luxury market to be seen and show people ‘They’ve made it’. Other names like Celine have brought back their heritage logos, now featuring the Celine Triomphe printed across many bags and accessories. 

Instant recognition is increasingly important as younger luxury shoppers take to social media to immediately share their new purchases, finds, and of-the-moment staples. With so many brands thriving on the viral appeal of certain pieces and the creators wearing them, they want to unmistakably be recognized by a based of brand advocates, and most importantly, future customers. 

Quiet Luxury and Its Silent Influence

While so many brands are fighting for their social media share, quiet luxury brands sit back and watch as their brand advocates and lifelong customers continue to shop their latest collections. 

Unlike the bold branding from some of today’s most popular luxury labels, quiet luxury brands are driven by the same quality and craftsmanship that is part of the original fashion industry ethos. Made from fine knits, luxuriously soft cashmeres, and buttery leathers, names like Brunello Cucinelli, Eleventy, and Loro Piana are also coined ‘billionaire brands’.

What makes quiet luxury so appealing to the super wealthy, as well as luxury fashion veterans, is navigating the world in silence. Not needing others to know who or what you are wearing, but truly enjoying pieces for their second-to-none craftsmanship. 

This silent influence and absence of mainstream conformity allows billionaire brands to rely on the quality of their pieces to continue bringing shoppers to their doors. Where someone may spend $1,800 on the latest tattered trend piece, quiet luxury shoppers are spending $1,800 on cashmere pieces that come with lifetime warranties. 

Forget Luxury Hype, Seek Luxury Experiences

The true difference between mainstream luxury and quiet luxury brands is their commitment to the customer. Many mainstream luxury brands simply seek to make a sale. By resting on the laurels of trend pieces, these new luxury labels get people to their doors for one-off purchases but provide nothing beyond the temporary thrill of an expensive purchase. 

Quiet luxury brands seek to create a relationship with a customer. They place extra importance on the quality of their pieces and carry that through to their boutique experiences. Implementing lifetime warranties, in-house tailoring, and a level of customer service that makes everyone feel special, it’s shocking that more luxury-minded individuals don’t go for the truly unique and memorable luxury shopping experiences. 

If you are wondering who to become in the new world of luxury, we leave you with one piece of advice - in a world of Balenciagas, be a Brunello.