The Delicate Whisper of Fine Materials, the Elegance of Lines, and the Sobriety of Neutral Tones undoubtedly contrast with the prevailing trend of logos and bright colors in today’s fashion industry. This juxtaposition between quiet and loud luxury goes beyond the realm of fashion, offering valuable insights for marketing strategies and reflecting the essence of society at a given time.
Quiet luxury, also known as discrete elegance, has always existed, but it has gained significant attention on social media in 2023. With over 100k online mentions, of which 92% were generated this year, and a staggering 39 billion views on TikTok, this trend has been propelled into the spotlight. Brands like The Row, Loro Piana, Brunello Cucinelli, and Bottega Veneta have played a significant role in popularizing this trend, which emphasizes the concept of “less is more.” Quiet luxury is characterized by simplicity, understated cuts, high-quality materials, and meticulous attention to detail. It celebrates refined luxury, heritage, and exceptional craftsmanship.
On the other hand, loud luxury emphasizes extravagance, eccentricity, vibrant colors, and bold logos. Some brands even develop logomania, where logos are prominently displayed on their products. While Gucci, for example, has pieces that align with this trend, they also offer more understated items. The surge of the Barbiecore trend across all platforms and social media reflects the movement towards loud luxury, where branded color is used to celebrate individuality, creativity, and collective exuberance. Sharing and community are essential aspects of constructing styles and understanding the target audience.
These trends not only reflect evolving consumer preferences but also provide valuable insights for brands. Quiet luxury resonates with consumers who are seeking quality, expertise, naturalness, and sustainability. These consumers prioritize timeless products that can be enjoyed responsibly for longer periods. Generations Y and Z, in particular, appreciate and share quiet luxury-related content on social media, aligning with its principles of authenticity and shared values.
Meanwhile, loud luxury consumers place more importance on social status and the pursuit of cutting-edge products. Both audiences, however, seek self-expression and the desire to belong to a community. By understanding these target typologies, brands can shape their communication strategies accordingly. For the quiet luxury audience, brands can emphasize ecological commitments, sustainability, and transparency. Content production methods can be adapted to showcase the beauty of objects, editions, and materiality. On the other hand, a loud luxury campaign would focus on visual impact, enhanced omnichannel experiences, creative physical events, and collaborations with influencers.
As a luxury brand communication agency, WANDS Paris believes that fashion trends like quiet luxury can dictate communication strategies by producing differently and intelligently. Anticipating variations and making them last over time is crucial. For brands focusing on loud luxury, an agile production strategy with relevant and recurring activations is key. Constant monitoring of trends and market developments allows the agency to advise brands and define concepts that align with their DNA. By understanding their target audience’s preferences for discretion or extravagance, the agency can work on branding and brand codes across all communication channels.
Partner article. For more information on quiet luxury and its impact on marketing strategies, visit: examplelink1. For insights into loud luxury and its relevance in the fashion industry, visit: examplelink2.
