6 Serene Luxury Fashion Brands—and Mastering This Timeless Style

You may have encountered the term “quiet luxury” while perusing social media or browsing through fashion magazines. Despite denoting a certain understated elegance, this fashion trend has made a significant splash in the cultural landscape.

“Quiet luxury stands in stark contrast to ‘logomania’ and the fast fashion phenomenon,” explains fashion writer and style expert Maggie Gillette. “The term, and to some extent, the trend, gained mainstream traction on platforms like TikTok, thanks to celebrities like Sophia Richie, who emerged as a breakout style icon in 2023.”

This subtle interpretation of refined taste is less about flaunting wealth through recognizable brand logos and more about embracing luxurious fabrics and impeccably tailored clothing. In many cases, it also involves wearing brands that may only be familiar to those well-versed in the “social codes of the upper class.”

What Defines Quiet Luxury? Quiet luxury revolves around understated, sleek silhouettes, muted color palettes, natural fabrics, and impeccably fitting garments.

“The key here is to focus on the quality of your pieces rather than the price tag or brand name, along with the silhouette,” notes Jen Reed, a content creator and fashion expert. “Think monochromatic outfits, neutral tones, and elegant handbags. These elements are essential to this trend, which I believe will endure.”

This emphasis on quality translates into a preference for natural materials like cashmere, linen, and silk, known for their durability, timelessness, and luxurious feel. In quiet luxury, attention is paid to meticulous stitching, precise alignment of fabric panels, and fully lined garments and accessories where appropriate. Loud logos are notably absent from these pieces.

“Quiet luxury is somewhat of an ‘anti-trend’ because it aims to blend in rather than stand out, which lends it a timeless quality,” adds Gillette. “This trend appeals to individuals of all ages, contributing to its popularity across generations and turning this anti-trend into a mega-trend.”

6 Premier Quiet Luxury Brands To provide insight into what embodies quiet luxury, we present a selection of brands epitomizing this aesthetic.

1. The Row Synonymous with quiet luxury, The Row offers meticulously crafted basics with elevated sophistication. Founded by Mary-Kate and Ashley Olsen, this American brand is renowned for its exquisite outerwear, albeit with a hefty price tag.
2. Abercrombie Returning to basics is the essence of quiet luxury, and Abercrombie embodies this ethos with its simple, timeless silhouettes. Known for its preppy Americana style, Abercrombie offers elevated essentials like trench coats, white button-downs, and straight-leg denim.
3. Totême For those with a penchant for Scandinavian aesthetics, Totême delivers minimalist designs and timeless elegance. Founded in Stockholm, this brand emphasizes quality materials and craftsmanship in its clothing and accessories.
4. Loro Piana A symbol of understated luxury, Loro Piana has garnered acclaim for its high-quality craftsmanship and luxurious materials. This Italian brand gained recognition when featured on the television series Succession, further solidifying its status in the luxury sphere.
5. Hunting Season Specializing in luxurious accessories, Hunting Season offers impeccably crafted handbags and leather goods. Founded by Danielle Corona, the brand’s clean lines and functional designs epitomize quiet luxury.
6. Celine With a legacy spanning 75 years, Celine is renowned for its minimalist collections and timeless sophistication. Under the direction of Phoebe Philo, the brand became synonymous with understated luxury, particularly in its outerwear and leather goods.