Quiet luxury is a fashion movement that champions understated sophistication and elegance.
In Brief
The Sybarite’s 2026 guide features the best 12 quiet luxury brands such as The Row, Brunello Cucinelli, Loro Piana, Gabriela Hearst, Tove, Max Mara, Toteme, and more.
The Row, Loro Piana, Khaite, Brunello Cucinelli and Gabriel Hearst are among the most recognised quiet luxury brands. What sets them apart is their attention to detail, use of top-quality materials, excellent craftsmanship, and timeless designs. Quiet luxury, also known as stealth wealth, favours minimalist designs over overt logos and branding. It's all about subtle sophistication, flattering silhouettes, and excellent design details.
Quiet Luxury Brands at a Glance:
| Brand | Country | Known For | Price Point | Signature Piece |
|---|---|---|---|---|
| The Row | United States | Logo-free tailoring | Ultra (£2,500–£7,500) | Wool-cashmere coat |
| Brunello Cucinelli | Italy | Luxury cashmere | Ultra (£2,000–£4,500) | Cashmere knitwear |
| Loro Piana | Italy | Premium natural fibres | Ultra (£4,500+) | Cashmere coat |
| Khaite | United States | Modern luxury essentials | High (£1,500–£4,000) | Cashmere cardigan |
| Gabriela Hearst | Uruguay / US | Sustainable tailoring | High (£1,500–£5,000) | Tailored blazer |
| Toteme | Sweden | Scandinavian minimalism | Mid (£500–£2,500) | Monogram scarf jacket |
| TOVE | United Kingdom | Elegant occasionwear | Mid (£500–£1,500) | Silk dress |
| Max Mara | Italy | Iconic outerwear | High (£1,500–£4,000) | Camel coat |
| Lafayette 148 | United States | Precision tailoring | Mid (£500–£2,500) | Structured blazer |
| Jil Sander | Germany | Minimalist tailoring | High (£1,500–£4,000) | Tailored coat |
| Ninety Percent | United Kingdom | Sustainable essentials | Entry (under £500) | Organic cotton T-shirt |
| St. Agni | Australia | Modern leather accessories | Mid (£500–£1,500) | Leather shoulder bag |
Rooted in tradition, the old money aesthetic is a style characterised by restraint and refinement. It does not follow trends and is marked by a preference for classic styles, timeless elegance and understated luxury.
It is known for minimal branding and subtle logos.
Premium natural materials include wool, cashmere, leather, and silk.
Classic old money aesthetic brands include Loro Piana, Brunello Cucinelli, and The Row.
Nouveau riche trends are often flashy and ostentatious, prioritising loud branding over subtlety and refinement.
A focus on dramatic designs, trend-led motifs, and over-the-top silhouettes.
Nouveau Riche is also characterised by maximalist patterns and leather or metallic finishes.
A few Nouveau Riche brands include Versace, Balenciaga, Dolce & Gabbana, and Philipp Plein.
Quiet luxury has a unique appeal that sets it apart from other fashion movements. Its popularity is down to multiple factors:
Understated Elegance: In a world where loud and flashy often dominate, quiet luxury appeals to those who appreciate subtlety and refinement.
Quality and Craftsmanship: Brands are defined by craftsmanship and high-quality materials, with pieces that are built to last at the heart of their collections.
Timeless Pieces: Rather than chasing fleeting trends, quiet luxury pieces focus on timeless designs which can be swapped in and out of your wardrobe for years to come.
Exclusivity and Refinement: Quiet luxury brands are typically lesser well-known than mainstream fashion brands, adding a sense of exclusivity and refinement.
Quiet luxury pieces are made from high-quality fabrics, including cashmere, wool, or silk.
Quiet luxury brands steer clear from large logos and branding; they instead focus on quality and subtle details.
In London, many quiet luxury brands can be found around Mount Street, Mayfair, Sloane Street, Bond Street, and Belgravia.
On the design front, look for hand-sewn seams, full lining, and buttons made from natural materials.
Quiet Luxury brands also focus on small, deliberate collections.
The Row, established in 2006 in the United States by Mary-Kate and Ashley Olsen, is among the most notable quiet luxury brands, characterised by its absence of logos and classic silhouettes. The label is known for its premium fits, expert tailoring, and muted colour palette.
Signature piece: Coat made of wool and cashmere
Price point: Ultra-luxury (£2,500–£7,500)
Why it qualifies as quiet luxury: In lieu of visible logos, the brand focuses on craftsmanship, quality and precise tailoring. Think perfectly draped coats and buttery-soft leather.
Discover your next purchase here.
Brunello Cucinelli was established in 1978 in Italy and is widely regarded as one of the best-known quiet luxury brands due to its superb cashmere and classic designs.
Signature piece: Cashmere knits and tailor-made outfits in subtle colours with smart tailoring and muted colours.
Price point: Ultra-luxury (£2,000-£4,500)
Why it qualifies as quiet luxury: The heritage brand is a classic example of stealth wealth, with an emphasis on craftsmanship and discreet designs. This is reflected in Cucinelli's moniker 'The King of Cashmere'.
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Loro Piana, established in 1924 in Italy, is an iconic quiet luxury brand, renowned for its use of unique fabrics, timeless designs and rare natural materials including the softest cashmere and rare vicuña. Also known as "fibre of the gods", vicuña essentially originates from a small member of the llama family. Unlike cashmere, vicuña is rarely available and is not commercially harvested. It is lightweight, warm and significantly more expensive than cashmere. A pure vicuña coat made by Loro Piana usually ranges from £14,000 to £39,000+, while a cashmere coat is priced around £4,500 to £7,000.
Signature piece: Ultra-soft cashmere and vicuña coats
Price point: Ultra (£4,500+)
Why it qualifies as quiet luxury: Whether it’s a cosy sweater or a beautifully crafted coat, Loro Piana offers timeless pieces that feel like a second skin—luxurious, effortless, and always with you. Beyond this, the brand has the seal of approval from an array of celebrities including Gwyneth Paltrow.
Shop the edit here.
Khaite, established in 2016 in the United States by Catherine Holstein, is an innovative quiet luxury brand known for its elevated basics, feminine styles, and timeless silhouettes.
Signature piece: Cashmere cardigans and structured denim
Price point: High (£1,500–4,000)
Why it qualifies as quiet luxury: The brand combines understated designs with directional styling and sculptural silhouettes, resulting in investment pieces that feel decidedly ‘New York Chic'.
After Katie Holmes' viral moment, Khaite quickly became a favourite brand for fashion editors. The brand continues to push boundaries with bold designs that fuse elegance with edgier elements.
Make your purchase here.
Gabriela Hearst, founded in 2015, is a prominent quiet luxury brand, best known for producing sustainable pieces, stylish tailoring and timeless designs. The brand moreover combines craftsmanship and ethical manufacturing processes.
Signature piece: Tailored jackets and minimalist knitwear
Price point: High (£1,500–5,000)
Why it qualifies as quiet luxury: Gabriela Hearts creates classic knitwear, expert tailoring, and opulent accessories that stand out thanks to their ethically-sourced fabrics, recycled materials, and eco-friendly production practices.
The fashion world knows Gabriela Hearst as a sustainable luxury brand that produces quietly luxurious pieces with subtle sophistication. Whether it’s a beautifully tailored jacket or a simple yet elegant dress, the designs focus on longevity—both in terms of style and environmental impact.
Make it yours here.
Toteme, established in 2014 in Sweden by Elin Kling and Karl Lindman, is hugely popular in the world of quiet luxury. It stands out thanks to its elevated basics infused with Scandinavian minimalism.
Signature pieces: Scarf jackets and oversized outerwear
Price point: Mid (£500–1,500)
Why it qualifies as quiet luxury: The brand combines muted colours, high-quality fabrics, timeless designs, a chic aesthetic and clean lines. Toteme also avoid using obvious logos, and steer clear from celebrity endorsements.
Find your favourites here.
TOVE, established in 2019 in the United Kingdom by Camille Perry and Holly Wright, is an emerging quiet luxury brand, known for its timeless designs and fluid silhouettes. Essentially a womenswear brand, it uses the best organic materials such as cashmere, wool, and silk and focuses on minimalism in both colour and texture.
Signature piece: Silk dresses and tailored separates
Price point: Mid (£500–2,500)
Why it qualifies as quiet luxury: The brand focuses on feminine styles, understated designs, and premium fabrics. It avoids fleeting trends, focusing instead on limited collections that feel more exclusive.
Treat yourself here.
Max Mara, an Italian brand launched in 1951 by Achille Maramotti, is considered to be one of the most prominent examples of quiet luxury brands, known for its classic outerwear and timeless designs made using alpaca, camel hair, and cashmere. Think classic Italian craftsmanship meets modern simplicity.
Signature piece: The iconic 101801 camel coat
Price point: High (£1,500-4,000), while signature coats are priced around £2,240–£2,770.
Why it qualifies as quiet luxury: This brand is known for its Italian craftsmanship, understated designs, quality fabrics, clean lines, and enduring silhouettes.
Max Mara is a go-to for fashionistas seeking polished pieces that read as effortless and beautifully simple.
Indulge in luxury here.
Lafayette 148, created in 1996 in New York, is a sophisticated quiet luxury brand that specialises in precise tailoring and high-quality fabrics. Be it the fit, fabric, or hand-finished finishing, the attention to detail makes every piece exclusive.
Signature piece: Structured blazers, cashmere knitwear, and fluid silk dresses.
Price point: Mid (£500-2,500).
Why it qualifies as quiet luxury: This brand specialises in understated designs for modern women that combine quality and versatility.
Jil Sander, launched in 1968 in Germany, is an early example of a quiet luxury brand, fusing minimalist, considered design elements with timeless fashion trends. Clean lines, minimalist colour palettes, and flattering silhouettes reign supreme.
Signature piece: Tailored coats
Price point: High (£1,500–4,000)
Why it qualifies as quiet luxury: Referred to as the "Queen of Less", Jil Sander has earned a reputation for creating simplistic pieces that focus on precision tailoring, premium fabrics, and clean lines.
Ninety Percent, founded in the UK in 2018, is an innovative example of a quiet luxury brand which offers fashion products in an ethically sustainable way. It focuses on recycled materials and believes in doing things differently. It shares 90% of the profits with the workers, charities, and causes that make a real difference. Their clean, minimalist designs, paired with high-quality materials, have earned them a loyal following of conscious shoppers.
Signature piece: Cotton T-shirts and elevated basics made from organic materials
Price point: Entry (under £500)
Why it qualifies as quiet luxury: Instead of flashy branding, the label focuses on understated designs, high-quality materials, and ethical production. The range is versatile, and the price is more accessible compared to other brands.
The key feature of Ninety Percent is the redefinition of quiet luxury as a way of life. Instead of any marketing gimmicks, it believes in making a real social impact.
Find your perfect piece here.
St. Agni (Australia, founded in 2014) is an innovative example of a quiet luxury brand that makes a wide range of leather goods designed in a minimalistic aesthetic. Though it has a strong leather identity, it also works with premium materials such as cashmere, organic cotton, linen and offers the perfect combination of European understated elegance and Australian fashion aesthetics.
Signature piece: Leather shoulder bag, knitwear, tailored pants and sandals with woven upper parts
Price point: Mid (£500–1,500)
Why it qualifies as quiet luxury: The brand represents stealth wealth through its Australian-inspired minimal designs, understated elegance, sleek silhouettes, premium fabrics and craftsmanship.
The brand is another example of quiet luxury in the modern fashion industry, reflecting timeless designs, a polished finish and refined sophistication.
See what's in store here.
Stepping into the realm of quiet luxury does not call for a complete wardrobe refresh. It's all about choosing a particular category and figuring out where real value lies. Ninety Percent, for instance, is a great place to start for organic cotton T-shirts and elevated basics that won't break the bank.
When building a capsule wardrobe, consider investment pieces alongside more affordable brands. COS, Arket and premium collections at Uniqlo fall into the latter, offering minimal silhouettes, understated designs and muted colours that feed into the quiet luxury aesthetic.
Outerwear and tailored pieces are usually great places to start as they create the strongest impact. Just one beautifully-crafted item can define the entire outfit.
| Budget Tier | Brands | Best First Purchase |
|---|---|---|
| Entry (under £500) | Ninety Percent, Uniqlo (premium lines), COS, Arket | Organic cotton T-shirt or knitwear |
| Mid (£500–1,500) | Toteme, St. Agni, Khaite (entry items) | Tailored trousers or structured coat |
| High (£1,500+) | Max Mara, Loro Piana, The Row | Wool coat or cashmere knit |
Top quiet luxury brands include The Row, Loro Piana, Brunello Cucinelli and Max Mara. They are well-known for their elegant designs, fine craftsmanship and subtle luxury. These luxury brands care about the quality and longevity of their products and create timeless designs that reflect the essence of quiet luxury.
The quiet luxury aesthetic is an updated version of the old money style characterised by understated elegance, elegant designs and timeless appeal. While the old money style relies on tradition, the quiet luxury reflects a general shift in the fashion world towards minimalist and understated designs with subtle sophistication, moving away from overt branding.
Brands including Loro Piana, Brunello Cucinelli and The Row are known for prioritising luxurious fabrics and high-quality craftsmanship. These brands focus on materials like cashmere and wool to ensure durability, comfort and a quietly luxurious feel rooted in quality and detail.
Authentic pieces of quiet luxury clothing can be found in official stores of respective brands and on brand websites. Most luxury brands do not reduce prices heavily, which means buying directly ensures access to genuine products that embody timeless designs and superior quality.
Logo-less garments signal stealth wealth. Instead of relying on visible branding, they express elegance through understated designs, strong craftsmanship and subtle sophistication. This approach aligns with the values of quiet luxury, where timeless appeal and discretion take priority over logos and trends.
Certainly. In 2026, the quiet luxury trend remains highly relevant among consumers who value quality, sustainability and long-term value. Since the early 2020s, the quiet luxury trend has grown alongside the idea of stealth wealth, reflecting a deeper shift towards thoughtful and enduring style choices.
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