Opinion: The rise of quiet luxury signals significant shift in consumer behavior

Among the most successful luxury brands in 2023, there are a remarkable number that focus on sophistication in a more understated way like Zegna, Hermès, and Brunello Cucinelli. In the ever-evolving landscape of luxury, a trend that has been quietly reshaping the industry is “quiet luxury.“ Though it’s not a novel concept — quiet luxury was known as “stealth luxury” in the past — its resurgence marks a pivotal shift in consumer behavior, underscoring a deeper, more introspective relationship between consumers and luxury brands. Quiet luxury, in its essence, is an understated form of luxury. It shuns the ostentatious, favoring subtlety, precise storytelling, and craftsmanship over conspicuous branding. This trend reflects a growing segment of consumers who seek value in the intrinsic qualities, the cultural importance, and the magic of a brand — its philosophy, design ethos, intentionality in materials, and the story behind its creation — rather than its ability to broadcast status without too much focus on inner values.