What Is Luxury, Really?

Art by Julia Aquino

In a world where fashion trends are constantly changing and what's in or out is a revolving door, our perspectives on luxury and its value are shifting. The days of loud luxury, where logos were bold and style was determined by status, are no longer. Rather, in the realm of fashion today, there’s an increasing rise in quiet luxury—valuing craftsmanship, quality, and more intentional consumption.

There was a time when fashion and taste went hand in hand with visibility and luxury status. Designer logos and head-to-toe branding were the epitome of taste—or at the very least, an indicator of wealth. Brands leaned into the maximalist aesthetic, coining the term loud luxury. During this era of monogram prints and prominent logos, “expensive” looks were in and simple was out. A relevant example of this is Gucci and their shift to subtle luxury.

Gucci’s interlocking “GG” monogram is historic branding and visible among many of their luxury goods, including their infamous Gucci belts and logo bags. The “GG” monogram is synonymous with the brand—exclusive, signature, and elegant. In the last few years, Gucci has withdrawn from logo-heavy prints, instead favoring fewer monograms and more elevated basics. Gucci’s change to minimal logos exemplifies the shift from loud luxury to quiet sophistication, signifying the market's value of taste rather than displays of wealth.

In recent years, with the fashion world's growing awareness of sustainability and the need for expressing individuality, loud luxury has begun to feel performative and unauthentic—especially in a recessive economy. Due to the state of the economy, consumers have become more intentional and aware of their shopping habits, purchasing less trendy and more timeless items. Loud luxury pieces took on a new meaning, becoming an out-of-touch persona worn for approval rather than an expression of one’s true style.

Quiet luxury is not about extravagance and flashy logos, but is a way of expression through quiet confidence. It’s seen in the quality of the fabrics, the thoughtful designs, and the stories they tell. We’ve seen a shift from showing off wealth and status through expensive clothing to showcasing taste through personal style and curation. Fashion has circled back to realize just because something is expensive or designer does not necessarily mean that it’s tasteful. We’ve shifted our mindsets to consider the ethics and sustainability of our clothing as well as how they represent us, rather than being concerned with how they make us look to society.

This change in how we approach luxury is not only about aesthetics, but it reflects a cultural movement in today’s economy and rapidly changing sociopolitical climate. Social media and fast fashion cause consumers to feel pressured to constantly keep up with the latest trends. In the age of quiet luxury, many are looking for ways to build capsule wardrobes that are both timeless and reflect their personality and values.

We’re seeing a change through shopping more intentionally for timeless pieces, buying vintage or second-hand, and choosing garments that feel authentic instead of performative. Celebrities have had a recognizable impact on how society views luxury and sustainability. For instance, Olivia Rodrigo is an artist who has been outspoken about her love for thrifting and supporting sustainable fashion, which influences her audience to do the same. “I try to go vintage shopping when I’m in new cities on tour, but I’m also a big fan of online vintage -- Depop, The Real Real, Vestiaire Collective,” she told Vogue Magazine.

This shift in mindset and behaviour has led to consumers leaning more towards environmentally friendly forms of consumption, like Poshmark or Depop where consumers can purchase pre-loved garments. In the luxury market, shoppers who can afford to invest in expensive and quality pieces are being more mindful of what they are purchasing. One may now consider that instead of buying multiple trendy items, it’s wiser to invest in one high-quality, timeless piece that holds better value and wearability. Consequently, this reflects a mindset of quality over quantity, as well as individual preference over the validation of others.

The rise of quiet luxury isn’t just a trend, but a viewpoint that encourages us to reflect on how and why we consume fashion. Curating the perfect pieces for you rather than accumulating a ton of products that you don’t want or need is a smarter way of shopping that challenges the growing issue of over-consumption. So, the next time you’re shopping, take a second to reflect on the key takeaways that quiet luxury can teach us. Is what you’re buying a reflection of your personal style and does it have longevity as a garment, or are you purchasing it as an indicator of status or trend?