Spread his fortune through a discreet, almost minimalist wardrobe, which only a handful of insiders will recognize. An antinomy that allows the public concerned, which could be called the old rich, to differentiate themselves from the new millionaires, regardless of the field of predilection ... Although influencers seem to be particularly targeted.

The bling bling is outdated

In 2023, the ultimate luxury is not to show off with ostentatious pieces, the opposite of what is currently found on social networks. Because it must be said, star influencers, whether they come from reality TV or YouTube, love and need us to recognize what they wear in a blink of an eye. The logo mania in all its glory! And it must be recognized, if some large houses were reluctant at first, they now take full advantage of this visibility that seems limitless.

Still, the famous former rich, who until then enjoyed this ostentatious fashion, decided to stand out from the crowd, by totally reinterpreting the codes of luxury. And "quiet luxury" has naturally established itself as the answer to all their ills. No more displaying logos, signature prints, and other emblematic handbags of this or that house, place discretion, quiet luxury, that only insiders will be able to recognize and appreciate.



Discreet and minimalist style

We rely on sophisticated garments in cuts and materials, with an emphasis on craftsmanship, but we choose them in solid colors, without any way to identify them. The Row, the luxury brand founded by twins Mary-Kate and Ashley Olsen, is a benchmark in terms of "quiet luxury", with coats with a timeless style that sell for between 3,000 and 12,500 euros, as well as the houses Bottega Veneta, Brunello Cucinelli, Loro Piana, or even Saint Laurent.

One might rightly believe that this trend is reserved for a handful of insiders, but you only have to scroll on TikTok to realize that users have already appropriated it. The #quietluxury hashtag has already generated more than 50 million views, reflecting the interest in this new quiet luxury. And like many trends that come from the top of the social pyramid, it should not remain confidential for long... Something that should push the wealthiest to start thinking about a new wardrobe to continue to stand out.

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