In the high fashion world, where self-expression merges with the artistry of design, a rivalry has been brewing between two opposing luxury trends: quiet and loud. These contrasting aesthetics go beyond mere style preferences. They reflect deeper cultural, economic, and generational shifts in how people engage with luxury
Michael Zahariev, co-founder of Luxity, explains: “Some revel in the bold, attention-grabbing appeal of loud luxury - think Louis Vuitton’s iconic monogram prints - while others are drawn to the quiet sophistication of a Hermès Birkin. But, at its core, fashion is about choice.”
Quiet Luxury: Effortless Elegance That Speaks Volumes
The quiet luxury movement gained momentum in 2023, propelled by pop culture. “Icons like Gwyneth Paltrow, Sofia Richie, and the impeccably curated wardrobe of the Succession TV series cemented its influence,” he notes. “It’s all about exuding ‘stealth wealth’ - asserting status and affluence through subtle cues like muted colour palettes, exquisite tailoring, and luxurious materials such as cashmere, rather than relying on flashy logos to do the talking.”
Zahariev continues, “Embraced by High-Net-Worth Individuals (HNWIs), the rise of quiet luxury signals a shift towards investment pieces that not only stand the test of time but are crafted from sustainably sourced materials. For those who appreciate fashion as an art form, this movement prioritises beauty, craftsmanship, and quality, whether it’s the buttery-soft leather of a Celine bag or the timeless elegance of an Armani blazer.”
“Shoppers embracing this movement invest in fewer, higher-quality pieces. Ultimately, quiet luxury is a redefined take on modern minimalism,” he adds.
Loud Luxury: The Art of Making a Statement
“While quiet luxury thrives on subtlety, loud luxury is all about making a statement,” says Zahariev. “It encompasses oversized logos, extravagant designs, and attention-grabbing fashion statements. Gucci’s double-G logo, Versace’s signature prints, and Balenciaga’s high-visibility streetwear are all emblematic of the aesthetic.”
“Loud luxury thrives on visibility,” he points out. “Consequently, it appeals to younger, trend-driven consumers who live on social media. Here, fashion isn’t about blending in; it’s about being seen and standing out.”
“Brands like Moschino and Dolce & Gabbana have leaned into this bold approach, using bright colours, flamboyant prints, and large-scale logos to capture the attention of their target market. This is often fuelled by exclusivity in limited drops and mass appeal through influencer culture,” highlights Zahariev.
So Which Trend Is Winning?
He highlights that quiet brands such as Hermès, Miu Miu, and Brunello Cucinelli outpaced their louder counterparts by 23 percentage points in 2023, according to data from DBS Bank. “However, by the end of 2024, Data, But Make It Fashion reported a noticeable decline in the trend’s appeal.”
“Creator of the popular Instagram account, Madé Lapuerta, predicts the comeback of unapologetically loud luxury, with brands in this space seeing a 40% boost in popularity, signalling a strong desire for flashier styles,” says Zahariev. “Additionally, celebrities like Hailey Bieber, Jennifer Lopez, and Cardi B have embraced the extravagant 'mob wife' aesthetic, where the more logos, the better.”
After two years of quiet luxury’s reign, where each runway almost felt identical, he notes that a fresh wave of interest in self-expression, individuality, and optimism has sparked a return to louder, more daring fashion choices. “Striking colours, bold patterns, daring silhouettes, and prominent logos are taking over fashion shows worldwide.”
“In fashion, however, there’s no one-size-fits-all approach. Whether you're drawn to understated elegance or want to make a bold statement, both camps offer something worthwhile. Don’t be afraid to play with either - mix a Hermès scarf with a Balenciaga jacket or pair a Chanel bag with the minimalist lines of an Escada suit - fashion is, after all, about self-expression, and there’s no wrong way to wear your personal style,” concludes Zahariev.
As these two luxury trends continue to evolve, Luxity’s soon-to-be opened store in Sandton City’s Diamond Walk will be the perfect space where both quiet and loud luxury collide in perfect contrast.
