First things first, what is quiet luxury?
Quiet luxury, a term synonymous with understated yet undeniably expensive pieces from brands like Celine and Bottega Veneta, has emerged as one of the fashion industry's trends du jour — "less austere than minimalism but more polished than normcore," according to Vogue.
While it may seem to be a recent phenomenon, quiet luxury relies on a clever business model that's been around for decades but became a big theme in the past couple of years, when designer houses deemed overt branding and flashy logos passé.
"The idea of buying disposable or flashy fashion at this particular moment doesn’t feel as right as it did a couple of years ago. The psyche of the customer today, people are attracted to buying luxury goods that have longevity."
Robert Burke, chief executive of Robert Burke Associates for The Business of Fashion
Quiet luxe, or if you know, you know
Minimalist aesthetic, clean lines, and muted tones that exude sophistication and confidence. The stealth wealth reminiscent of Shiv Roy's old-money aesthetic in HBO's Succession, Mary Kate and Ashley Olsen's off-duty allure, and Gwyneth Paltrow's understated yet luxurious style during her ski trial, immortalized by The Guardian as "billionaire chic" in the pages of 2024 pop-culture history.
Today’s consumers are drawn to craftsmanship, understated elegance, and timeless pieces, delivered with subtle, refined marketing. In the meantime, Bain & Co. forecasts 30% of all luxury sales will take place online by 2025.
“Millennial respondents shared they are saving specifically to spend on luxury. These findings support our belief that, once consumers experience luxury, they will continue to seek out luxury products for their quality and craftsmanship.”
Emily Essner, Chief Marketing Officer at Saks Fifth Avenue for Glossy
From logomania to subtle narratives
There's another economic dimension to the quiet luxury trend. Throughout her three decades in the business, ex-Chanel, Armani and Ralph Lauren Anne Line Hansen, has seen logos come and go, often based on the economy and lifestyle.
In the late ’90s, during the first dot-com boom, consumers were flush with cash, and logos were everywhere. Later in 2007-2008, quiet luxury came to the center of the fashion scene, with Céline and creative director Phoebe Philo at the top of the movement.
Decades later, when COVID-19 hit, shoppers had newfound disposable income, and logos were everywhere again. Today's ongoing economic uncertainty leads financially scrappy consumers back to a safer bet — investment pieces with a timeless style that that won’t look dated in five or ten years as trends come and go.
Fast fashion vs. sustainable heirlooms
Sustainability also plays a role in the rise of quiet luxury. With growing awareness of the environmental impact of shopping choices, more consumers are gravitating toward brands that prioritize sustainable practices — 65% of luxury shoppers consider sustainability before making a purchase.
Quiet luxury fits this shift perfectly, focusing on high-quality, timeless pieces designed to last. Brands committed to slower fashion are in a strong position to win over the Millennial and Gen Z audience, who take into account ethical and sustainable practices when making purchasing decisions.
What quiet luxury reveals about consumer sentiment
Here's what's also interesting. Luxury isn’t just about owning something exquisite. It’s about owning a product or experience that feels like it was made just for you, where every interaction feels intentional. Think of the restaurant where the staff greets you by name and instinctively pours your favorite wine.
It's not merely an aesthetic shift — at the core of quiet luxury lies an unwavering focus on customer-centric, personalized experiences that redefine expectations for the future of retail and e-commerce. Quiet luxury thrives on deeply personal connections, setting the bar for a new era of thoughtful, value-driven commerce.
Stealth wealth shapes the future customer journey
In early 2024, Saks survey showed that 70% of consumers find value in personalization when shopping online for luxury fashion, and 93% said they’re likely to engage in activities that enhance their shopping experience.
For example, they’ll happily create an account, generate a wishlist or answer questions about their shopping preferences, so that they can receive highly relevant content even before they start looking for it — personalization is vital to the luxury shopping experience.
Quiet luxury brands nailed that strategy. Customer personalization isn't about a one-time sale transaction. It’s about creating unforgettable consumer experiences, anticipating expectations before they’re expressed, and making each customer feel uniquely valued.
Quiet luxury e-commerce personalization strategies
A thoughtful approach to customer journey personalization isn’t just a nice-to-have. It sets your brand apart in a crowded market. Today’s customers crave experiences that speak directly to them at every touchpoint, from product discovery and personalized content to customized checkout, convenient deliveries, and loyalty perks.
Data analytics
To truly understand your customers, it’s essential to explore their preferences, behaviors, and lifestyles. Advanced data analysis tools make this possible, providing the foundation for hyper-personalized strategies. By leveraging these insights, brands can craft experiences and products that resonate on a personal level with their audience.
Today, this is made possible through solutions that automatically aggregate curated data dashboards, giving e-commerce and logistics teams the tools to make informed business decisions. Analytics-focused retailers equally rely on A/B testing to find out which versions of their digital offerings — like UX elements or checkout presentation — resonate most with customers and drive key business metrics like conversion and the average order value (AOV).
Loyalty programs
Luxury fashion loyalty programs increase customer retention — especially since first-time-buyers only purchase once, resulting in high churn rate — with exclusive experiences, personalized rewards, and VIP treatment.
People aren’t drawn to quite luxury brands for discounts or rewards. They come for the exclusive experience they can't get anywhere else. With this in mind, quiet luxury fashion industry can balance high order margins with conversion without cheapening their exclusivity with discounts.
Membership tiers
That being said, instead of offering buy and earn loyalty points, quiet luxury brands experiment with tiered membership system based on behavior. Some examples include spending habits, return rates, donating to charity.
NET-A-PORTER, the world's premier luxury fashion marketplace and a pioneer in luxury goods e-commerce, offers free delivery as a perk for customers who reach higher tiers in their loyalty programs. Such strategy signals the value of membership to the company's customers, encouraging frequent shopping to maintain tier status.
Product recommendations
One in five luxury fashion shoppers value personalized recommendations, both online and in-store. AI-driven tools can generate tailored suggestions using browsing and purchase history, along with market trends, to enhance touchpoints like email marketing, checkout upsells, cross-sells, direct exchange options during returns, and more.
Another effective upsell strategy would be offering product customization and personalization to increase a sense if exclusivity and cater to the unique preferences of modern luxury consumers. Think of it as giving your customers a personal shopper, stylist, and concierge all in one.
Delivery experience
Other delivery-related personalization perks include smart delivery options, tailored to any consumer preferences — home delivery, out-of-home (OOH) options, climate-smart methods, and more. Also, why not reward loyal, low-return customers with free delivery and offset high shipping costs at the expense of serial returners?
Many retailers, quiet luxury brands being no exception, struggle to absorb shipping costs and turn profit. Highlighting the value of higher-cost, premium delivery options at checkout — such as expedited shipping, name-day delivery, and the try-before-you-buy option — can help customers justify any additional expenses and augment the feeling of personalized experiences.
Delivery promise
It's the commitment online retailers make to deliver a product to the customer within a specified time frame and conditions, as well as with a certain level of service. Traditionally, e-commerce businesses would determine an estimate shipping date after processing the order and only then notify the shopper by email or text message.
Today's consumers want to know who offers the most convenient, cheapest, and fastest delivery option even before checkout. Lifestyle, location, shopping habits, seasons, days of the week — so many things come into play when shaping each consumer's delivery choice. Solutions like Ingrid help retailers determine precise delivery times for each purchase, location, and individual preference, before and during checkout.
Try Before You Buy
UK-based Harper Concierge offers a convenient and stress-free shopping experience that allows customers to see and feel their pieces before committing to a purchase, just like in a store. Try-before-you-buy services with named-day delivery help customers try on pieces with their own wardrobe at home and only pay for the ones they decide to keep, and any returns are taken away.
Brands using Harper services report a 45% increase in transaction value and a 30% drop in disappointing 'zero sale' transactions. By supercharging the try-before-you-buy option as a VIP or loyalty program perk, retailers can additionally create a delivery-driven revenue stream while boosting customer engagement.
Quiet luxury brands — the holistic brand experience
Quiet luxury items, reminiscent of the 1950s and 1990s, have a timeless appeal of the minimalist approach — trench coats, silk scarves, leather accessories, cream linen, pure cotton, crisp white button-ups, impeccably tailored trousers, navy suede, soft cashmere sweaters, and earth tones.
The Row
If one brand embodies quiet luxury, it's The Row. Established in 2006 by Mary-Kate and Ashley Olsen, the label champions a minimalist approach towards timeless ready-to-wear styles, handbags, clothes, and accessories. Its undone aesthetic with subtle details speaks to those who appreciate effortless elegance. No longer just a celebrity label, The Row has evolved into an exclusive club for those in the know.
TOTEME
Timeless style with a modern perspective. Founded by Elin Kling and Karl Lindman, Stockholm-based TOTEME builds on Scandinavian minimalism and thoughtful design. The label's collections combine quality materials, sculptural shapes, and rich textures for everyday living. That same attention to detail now extends to their online shopping experience. Ingrid Delivery Experience Platform supports TOTEME in every step of the customer journey — from tailored delivery options at checkout to intuitive tracking and effortless returns.
Learn how Ingrid can help optimize your delivery and returns experience
Khaite
Khaite burst onto the scene at New York Fashion Week in 2019 and has been on a steady rise ever since. By 2022, the brand opened its first brick-and-mortar store, which also served as the venue for its latest fashion show. Known for its premium take on everyday staples, Khaite offers quiet luxury pieces like cashmere cardigans paired with matching bralettes, straight-leg denim, and Western-inspired boots in suede and snakeskin.
Bottega Veneta
Bottega Veneta has long embodied the essence of quiet luxury, even before the term became a buzzword. Renowned for its iconic intrecciato weave, the brand has been crafting understated leather handbags since the mid-1960s. Its approach to accessories, like the celebrity-favorite and frequently sold-out drop earrings, reflects a sculptural minimalism and sophisticated designs that have become synonymous with its name without screaming for attention.
Bevza
In the whirlwind of New York Fashion Week, Bevza’s shows consistently bring a haven of calm in the eye of the storm. Expect clean lines, soft neutrals, and flowing silhouettes. At the heart of it, designer Svitlana Bevza infuses deeper meaning into her creations, honoring her Ukrainian heritage and championing sustainability through her designs.
Max Mara
Renowned for mastering the art of simplicity, the Italian fashion powerhouse's best known for its iconic camel coats. Its mainline collections embody quiet luxury — subdued, refined, and impeccably crafted to stand the test of time. Max Mara focuses on delivering exceptional service and a refined shopping journey to cultivate a creating a sense of exclusivity and refined taste that appeals to its target audience.
By Malene Birger
By Malene Birger, another Scandinavian brand effortlessly aligned with the quiet luxury ethos. Rooted in Denmark’s design tradition that values minimalism and refinement, the label has been a standout since its launch in 2003. Renowned for its classic silhouettes and neutral colors, the brand delivers high quality pieces that exude versatility and are made to last.
Ralph Lauren
Rooted in New York since 1968, Ralph Lauren draws lasting inspiration from the 1920s. The era’s boxy blazers, crisp shirts, and tailored pants continue to shape the brand’s timeless silhouettes, offering a sharp contrast to the narrow lapels and three-button styles of the sixties. In contrast to its peers focused on defining the It-girl, Ralph Lauren quietly established the quintessential It-boy uniform that has endured for decades.
Celine
The French luxury fashion house founded in 1945 by designer Céline Vipiana. While many of Celine's accessories do carry a logo, it's paired with sleek, minimalist lines that make up versatile and classic pieces. Celine's former creative director Phoebe Philo was a defining voice of quiet luxury, and it's under her guidance the label experienced a massive, transformative shift away from "a sleepy bourgeois label" at a time when quiet luxury didn't even had a name.
Jil Sander
Jil Sander remains a timeless icon in the luxury fashion world. The label's approach to fashion is defined by the search for a long-lasting style — while trends shift, Jil Sander stays true to its minimalist ethos. The first men’s collection was presented in Milan in January 1997, introducing a very specific vision, through clear yet comfortable cuts and extremely refined tailoring. With a creative legacy of streamlined purity, the brand has pioneered a different conception of luxury and elegance for everyone.
TOVE Studio
Never restrictive, each piece transcends the season. Minimalism blended with romantic aesthetic. Founded by Camille Perry and Holly Wright in 2019 and born out of a woman's name originating from Denmark, TOVE curates a collection of elevated feminine pieces, with distinct silhouettes that transition seamlessly between occasions. Each piece is designed to be relevant, yet exhibit a timeless quality that ensures longevity.
Loro Piana
True luxury begins with high-quality materials. Loro Piana has come to set the benchmark for the world’s finest yarns and fabrics, thanks to its tireless investment in raw materials and production, continued technical innovation, and environmental sustainability. All of the company’s collections of ready-to-wear garments and accessories are made in Italy to the highest standards of quality craftsmanship and sartorial excellence.
Brunello Cucinelli
Brunello Cucinelli embodies a luxurious yet relaxed Italian style, blending traditional tailoring with modern design. Striking a balance between casual and formal, the brand’s understated elegance is both chic and comfortable. Rejecting the trend of treating customers as mere transactions, Brunello Cucinelli maintains a human-centered approach across all omnichannel experiences.
The quiet luxury trend isn't actually a trend
An inside nod to those who are 'in the know' rather than a statement to the world, quite luxury is a smart business strategy that values experiences and authenticity over simple transactions. With a focus on high-quality basics, timeless design, and personalized customer journeys rather than aggressive marketing, quiet luxury brands have seen remarkable success in recent years.
This trend could signal a significant shift in how e-commerce retailers position themselves in the future. As consumers grow more selective and value authentic connections, brands that combine quality, authenticity, and a captivating narrative will set themselves apart.
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