In the ever-evolving world of fashion, trends come and go, yet some phenomena leave a lasting impact. One such trend that gained significant traction recently is known as “quiet luxury.” Characterized by understated elegance and a focus on quality over ostentation, quiet luxury marks a departure from the overt branding that has dominated the luxury market for decades. This article explores the essence of quiet luxury, its rise to prominence, and its implications for branding in the fashion industry.
The term “quiet luxury” refers to luxury brands that eschew loud logos and flashy designs in favor of subtlety and sophistication. Brands like Loro Piana, The Row, Tom Ford, Max Mara, and Zegna are quintessential examples of this movement. These brands appeal primarily to a clientele that prefers discretion and elegance over conspicuous consumption. The popularity of quiet luxury began to gain momentum with the HBO series Succession, which showcased characters adorned in clothing exclusively from these understated, logo-free brands, highlighting that quiet elegance is the new marker of affluence.
Quiet luxury signifies a shift in consumer behavior, moving away from overt displays of wealth. Today’s affluent consumers have become increasingly aware of their purchasing choices, gravitating towards brands that emphasize sustainability and timelessness. This represents a fundamental change where consumers are less interested in flashy branding and more focused on what the brand represents. It’s about expressing a sense of quiet confidence rather than seeking validation through logos.
Image: Source Berkeley Law: Technology Journal
This concept of discreet branding extends beyond consumer choice and touches upon trademark law and branding strategies in the fashion industry. Traditionally, a strong trademark helps consumers identify a product’s origin, ensuring that quality is associated with specific brands. However, quiet luxury brands often lack the deeply defined iconography that traditionally separates luxury items in the marketplace. As a result, they face challenges in establishing and protecting their trademarks, especially in legal contexts where distinctiveness is essential.
Legal cases have underscored these issues. For example, renowned brands such as Christian Louboutin have successfully defended their trademark rights over specific design elements, like the iconic red sole of their shoes. However, the argument for trademark protection becomes more complex in cases involving brands like Loro Piana, which sought to protect the white soles of their shoes. Unlike Louboutin’s unique design, the appeal of a white sole is more common, thus presenting a hurdle in establishing its distinctiveness.
As brands navigate these challenges, they also continue adapting to market demands. Quiet luxury brands typically highlight elements such as refined craftsmanship and the use of high-quality materials. This structurally contradicts the previously dominant narrative of loud luxury, represented by easily identifiable logos and bold designs. As defined in fashion critiques, quiet luxury thrives within a realm where only those