What exactly does “luxury” mean?

I feel that the meaning of “luxury” has become so generic that we have forgotten what it essentially means. After all, is wearing luxury brands a kind of luxury? If so, luxury brands are now at a major turning point.

A trend that was popular in 2008 is making a comeback this year. It’s called “Quiet Luxury.

The trend is simple styling without too much logo or brand identity, led by brands such as The row, Bottega Veneta, Khaite, etc. Although not as rigorous as minimalism, that maintains a certain degree of rigor as a luxury brand is truly “quiet luxury. It can be said to be “quiet luxury.

A decade ago, so-called “logo-don” products with prominent brand logos were in vogue, but against what background has this “quiet luxury” come to the forefront of attention? In this newsletter, we will discuss “quiet luxury” and the changes in the masses that are behind it.

What does the focus on quiet luxury (Quiet luxury) mean? Will the era of authority demonstrated by wearing a logo or monogram that everyone knows, and by communicating that appearance, come to an end?

A major clue to this question is the recent economic recession. In the midst of a recession, any pretense of flaunting one’s wealth risks attracting the gaze of antipathy rather than envy. It is not uncommon for people and brands to follow the tone of the times, as was the case with minimalism that emerged in the wake of the Lehman Brothers collapse.

However, the attention to quality of materials and craftsmanship found in quiet luxury seems to indicate that this trend is more than just camouflage for the economic situation. The preference for high quality styles that do not attract the attention of the masses but are “recognizable by those who see it,” shares the atmosphere and values of a love of “Be Real” rather than overly staged “looks. I think they share the same values and atmosphere of “Be Real” rather than overly staged “glamor”.

The shift from luxury that is flashily dressed up to luxury that is hidden in the details can be considered the antithesis of the excessive showmanship that has been heated up mainly on social networking services.

Normcore is a word that describes a simple fashion style that is intended to be “normal”. Although its origins are vague, it is said to be a style derived from the minimalism that was popular in the 1990s. Normcore places more emphasis on being “normal” and is favored by those who do not feel the need to show individuality or a sense of belonging through fashion.

Customers who prefer Loud Luxury buy luxury goods with large logos on them. By using them, they are trying to build their own identity by making people aware that they have the money to buy luxury goods. Conversely, customers who prefer Quiet Luxury do not feel the need to make others aware of their wealth, so they are likely to buy luxury goods that are inconspicuous or without logos.

In 2018, the NYT summarizes the background behind the giant growth of fashion brand logos. According to Milton Pedraza, founder of the Luxury Institute, a New York-based research organization, “Brand logos go beyond fashion and provide a distinct identity. Wearing the GUCCI logo, for example, can form an identity of support for the company’s stance on gender equality and the abolition of fur.

In an article contributed to Forbes, “Quiet Luxury” is described as a mindset that stimulates more discriminating consumption (choice). It is highly compatible with the “slow fashion” trend that has been gaining attention in recent years, in which consumers carefully select only what they really need and use it for a long time, and may become a larger trend.