the rise of quiet luxury
Less bleak than minimalism, more polished than bland - quiet luxury is not easy to pin down.
It’s perhaps best described as laid-back luxury that stands the test of time.
Applied to copywriting, it has undeniable swagger and is heavily sought after by those in the know. Think a nonchalant vibe - more understated dignity than grand statements, and a less is more concept.
British Vogue told us that if you pay attention to one trend this year, make it quiet luxury…
Discreet Branding
murmurs rather than shouts for attention. Brands embracing quiet luxury often use subtle rather than overt branding to signify their exclusivity. It’s less about flashy logos and more about the inherent quality.
Exceptional Quality
is at the forefront of quiet luxury. There’s an elevated take on conventional that embraces impeccable skill. Palace represents this through their product copy that shuns most copywriting conventions.
Exclusivity
offers brands an aura of rarity. By revealing iconic authenticity or restricting the number of products available, brands become even more desirable. Goyard symbolises this with their discreet Parisian charm.
Sustainability
is nothing new for this genre. Forever isn’t long enough for quiet luxury that prioritises classic over trends. It’s about investing in a product that has timeless appeal.
Attention to Detail
applies to every aspect of this coded luxury. From premium materials to the precision of craftsmanship, the difference is often seen in the smallest of detail.
Technology
embodies this savvy take on luxury. Tesla has redefined the luxury motor market through their lack of ad noise, sleek lines and minimal aesthetic that shuns pretension.
Ethical Practices
align with a more low-key approach to luxury. Stella McCartney leads the fashion brigade by producing high-end results that don’t compromise on the ethical element.
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