How Logo-Free Luxury Is Reshaping the Fashion Market

19 Jun 2023

Rising interest in understated, classic style offers a glimmer of hope for smaller heritage houses offering everything from English knits to French shoes to Italian tailoring. Can big brands from LVMH and Kering adapt?

KEY INSIGHTS
Japanese tailoring, Weston shoes and Johnstons of Elgin are among the low-key luxuries becoming staples again in the Paris wardrobe.
Longtime torchbearers for understated style are enjoying increased momentum, raising questions of how logo-driven brands will adapt.
A diminished focus on branding could cause some consumers to trade down to less expensive, yet high quality brands. LVMH and Kering are investing in top-end collections and "quiet luxury" options to adapt.