Luxury loves silence – Style

If we had to define the main trend of 2023 – despite the fact that the end of the year is still far away – it would definitely be the so-called quiet luxury. In other words, quiet, discreet luxury. This trend has many alternative names, the most popular of which is old money. Understand what low-key luxury is and how to define it.

Like any massive trend, low-key luxury is hard to explain in a nutshell. To simplify this concept as much as possible, it boils down to this: classic solid colors of calm shades prevail over flashy accessories and large logos (which, to be completely honest, were never a sign of good taste). A cashmere turtleneck sweater, a brick-colored cardigan, a vintage leather bag – all these things can cost a fortune, but they look modest, almost without drawing attention to themselves. This is the main core of quiet luxury – this is a kind of inside joke for you and those who understand it.

Speaking of discreet luxury, many people remember normcore — the trend of the mid-2010s, which consisted of a deliberate “normalization” of images. The idols of normcore were Steve Jobs and young professionals from Silicon Valley. At the heart of this trend was the desire to look as ordinary as possible, the images were created with a touch of disregard for high fashion. Quiet luxury exists in a different paradigm – it is a more sophisticated, albeit minimalist approach to creating images. The main focus of this trend is on things that exist outside of time.

Many brands at the spring-summer 2023 shows paid attention to discreet luxury in their collections – among them Saint Laurent, Isabel Marant, Hermes, The Row and many other high fashion houses. Quality materials (mainly wool, cashmere and silk), discreet colors and a relaxed, sometimes oversized fit. If you need to define quiet luxury from a technical point of view of creating clothes, then, perhaps, the trend rests on these three pillars.

However, not only big brands and shows in Paris and Milan are responsible for popularizing the trend. Pop culture is celebrating quiet luxury—you could even argue that the shows are a reflection of this trend, which was born on the screen and on social media. Undoubtedly, the main association with restrained fashion was the HBO series The Heirs. The saga of a family of media tycoons and the struggle for power is rightfully considered one of the best shows on modern television. An excellent script and high-quality acting here side by side with the impeccable work of costume designers.

In Season 2, Adrien Brody’s character wowed viewers and critics alike with his ability to combine layering. However, throughout the series, the main characters demonstrate the perfect style that fits into the concept of quiet luxury. Formal style and costumes aside, the characters of the series perfectly combine casual things. Roy family children prefer Maison Margiela, Brunello Cucinelli, Stella McCartney, Tom Ford.

Another surge of interest in modest fashion was the court hearing of Gwyneth Paltrow in the case of the collision of an actress and a man at a ski resort in Utah. The fact is that Paltrow came to each of the meetings in things that attracted almost more attention than the process itself. A white turtleneck sweater and a green The Row coat were actively discussed in social networks, and Paltrow became a symbol of quiet luxury in the real world. By the way, she also won the court – the actress was awarded $ 1 million in compensation.

Discreet luxury is already being called the main trend of 2023. Apparently, it will stay with us for a long time – it is worth saying that this approach to creating your own images has not gone anywhere. It just became popular not only among those who live in New York penthouses and ski in Aspen. Yes, this is not the only trend in 2023: Barbie pink or the so-called balletcore has gained popularity among buyers. However, it is restrained luxury, as it should be, that is not in a hurry and calmly, without unnecessary noise, gets its first place on the pedestal.

Ilya Petruk