Quiet luxury is the buzzword of 2025, but does it really drive sustainable growth—or is it an echo chamber narrative? We’re told stealth wealth is the ultimate aspiration. Brands like Loro Piana and The Row have built their success on understated elegance. But the data tells a...
IS QUIET LUXURY OVERRATED?
Quiet luxury is the buzzword of 2025, but does it really drive sustainable growth—or is it an echo chamber narrative?
We’re told stealth wealth is the ultimate aspiration. Brands like Loro Piana and The Row have built their success on understated elegance.
But the data tells a more nuanced story: In 2024, visible logo products accounted for 65% of luxury accessory sales in the GCC (Bain & Co). Gen Z buyers in emerging markets consistently rank “brand visibility” as a top purchase driver, often above heritage or quality.
In markets like the UAE, where luxury signals status as well as taste, the shift to quiet luxury remains largely aspirational for most consumers.
Quiet luxury is powerful, but only for a segment that already feels secure in their social capital. For the broader market, aspiration still thrives on visibility.
How do you see this tension playing out in your market? Are clients truly gravitating toward understated brands, or does the desire for recognition remain strong?
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