8 June 2023
Quiet luxury, in other words discreet luxury, is on the rise. Between us, the logos have to be worried, they have less and less the rating lately. If you like beautiful basics, you are ultra trendy without knowing it! Hit TV series, celebrities and luxury brands are all in on this movement, which is more complex than it seems. We explain everything to you, we give you the key pieces to adopt.
Where does quiet luxury come from?
If the concept is quite recent in fashion, we would attribute the birth of this movement to the American series Succession. Broadcast on HBO since 2018 in the United States, it is available on Amazon Prime in France. If you’ve never heard of it (where have you been for the past two years?), the series delightfully depicts the lives of a dysfunctional, wealthy American family and their four heirs fighting for the legacy of business. The daughter of the siblings in particular, Siobhan Roy (played by Sarah Snook) wears ultra simple looks (not to say boring sometimes) but all branded. Since then, #quietluxury has accumulated more than 10 million views on TikTok and almost everyone wants their share of discreet luxury. The difference from our basics? The source. The brands we are talking about are luxury brands. The materials then, as well as the manufacturing. We talk about ultra-precious cashmere, clothes with finishes that are sometimes done by hand, made in ultra-sharp craft workshops. A basic of course, but with a certain product and quality requirement. Very expensive basic, you got it.
Succession / HBO
What are the icons of quiet luxury?
As every time a new trend emerges, the best ambassadors are… the stars and the catwalks! Last March was held in Utah (United States) the trial of Gwyneth Paltrow against a skier she had allegedly knocked down. The fashion planet then panicked in all directions when the founder of Goop appeared every day dressed in designer clothes that were ultra sharp but above all ultra… discreet! This “trial look” trend called courtcore was in line with the quiet luxury trend of which Gwyneth is a real ambassador. Her little short-sleeved sweater with a polo neck? Do you have the same? Hers was Prada, along with the rest of the outfit.
Quiet luxury did not wait for Gwyneth to have ambassadors among the celebrities of yesterday and today. Some have even made it their business because yes, quiet luxury has always existed, it had no name, or not the same, that’s all! An icon of the less is more established as a fashion brand, Victoria Beckham is also a true figure of the quiet luxury trend. Creator of her eponymous brand, she often wears her minimal creations with very fashionable details. A white shirt designed by Victoria Beckham costs on average 500 euros but represents much more than a simple white shirt for all those who choose to buy this wardrobe basic with the air of an exceptional piece. Another example that everyone knows without knowing… Steve Jobs, the emblematic founder of Apple and his famous black shirt. It wasn’t just a simple black shirt (or a turtleneck, as one might mistakenly say) but still the same shirt designed by Issey Miyake, the famous Japanese designer. Ultra discreet, its total black look had even ended up giving rise to a trend then called “normcore”, praising so-called “normal” look, in other words, the ancestor of quiet luxury. What if it was all just a name thing and everyone was talking about the same thing?
The key pieces of quiet luxury?
If we sum up, you have understood that quiet luxury is nothing but the simplest possible but best-made clothes possible. We dress demandingly, potentially (very) luxurious, but it doesn’t show. Logos are prohibited and only insiders will recognize your trench or pants. The reference brand that knows how to do this very well? The Row. Launched by star twins Mary-Kate and Ashley Olsen, the American label which now parades in Paris has become the darling of all fashionistas… who can afford a cashmere coat for 12,000 euros!
At the Grande Boutique, we think that quiet luxury is a label and that it will disappear to give way to another name within a few months. What is important when you love fashion is to invest in quality pieces made by passionate people, if possible with super beautiful materials. Well-cut minimal style clothes have always existed and it’s great to wear them as a total look as well as to mix them with more fashionable, more ephemeral pieces. If a coat that costs the price of a car tempts you, it’s ok for us, but we advise you to buy more affordable essentials and just as wow. We invite you to discover our last three favourites, Vautrait, Vis À Vis and Rory William Docherty, who each in their own way, gracefully and talentedly revisit superb wardrobe basics. To mix endlessly with what you already have. You see, you were ALREADY trendy without knowing it, life is beautiful.
Mary-Kate & Ashley Olsen