Quiet luxury is a fashion aesthetic that embodies understated sophistication and elegance.
It is characterised by a meticulous focus on high-quality materials, expert craftsmanship, and timeless design. Unlike trends that come and go, quiet luxury brands prioritise quality over quantity, creating clothes that are designed to last. Pieces are often minimalist, devoid of logos and flashy branding. This approach to fashion appeals to those who appreciate the finer details in life in addition to the art of subtle luxury.
This trend moreover aligns with the concept of stealth wealth, where discreet luxury is reflected through high-quality, well-crafted clothing rather than bold branding. In essence, quiet luxury is about making a statement through simplicity rather than overt displays of wealth or status.
The Row, Loro Piana, Khaite, Brunello Cucinelli, and Gabriel Hearst are among some of the best quiet luxury brands. They all combine top-quality materials, excellent craftsmanship, and timeless designs.
The 'quiet luxury' trend is based on the concept of stealth wealth and is an embodiment of the fashion world’s cultural shift from traditional fashion to something much more sophisticated in design and approach.
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.
It is made up of premium natural materials such as wool, cashmere, leather, and silk.
Some of the 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 known for maximalist and glassy patterns, including leather and metallic finishes.
Some of the Nouveau Riche brands include Versace, Balenciaga, Dolce & Gabbana, and Philipp Plein.
The demand for sustainable fashion has grown significantly in recent years as consumers become increasingly aware of the environmental and social impact of the fashion industry. Quiet luxury brands have responded to this demand by prioritising sustainable practices, such as using recycled materials, reducing waste, and promoting timeless designs that minimise environmental impact. Additionally, quiet luxury brands often prioritise fair labour practices and fair trade, ensuring that their products are made with integrity and respect for the environment and the people involved in their production. This commitment to sustainability and ethical practices makes quiet luxury brands a preferred choice for those who value both style and responsibility.
Quiet luxury has a unique appeal that sets it apart from other fashion trends. Some of the reasons why quiet luxury is gaining popularity include:
Understated Elegance: In a world where loud and flashy often dominate, quiet luxury appeals to those who appreciate subtlety and refinement.
Quality and Craftsmanship: The brands offer expert craftsmanship and high-quality materials, creating pieces that are built to last.
Timeless Pieces: Rather than chasing fleeting trends, quiet luxury offers better value and aligns with a desire for a more sustainable wardrobe.
Exclusivity and Refinement: Quiet luxury brands are often less well-known than mainstream fashion brands, adding a sense of exclusivity and refinement.
Quiet luxury articles are made from high-quality fabrics, including cashmere, wool, or silk.
Fashion companies involved in the production of quiet luxury products do not use conspicuous logos and branding; they emphasise aspects as quality, details and subtle sophistication of luxury.
If you are wondering where you can shop quiet luxury pieces, you must check the original store or official store. You can also check Mount Street, Mayfair, Sloane Street, Bond Street, Belgravia, and more.
Some of the prominent quiet luxury brands such as The Row, Brunello Cucinelli, Loro Piana
Khaite, and more.
Features that reflect true elegance include hand-sewn seams, full lining and natural button material, showcasing superior construction.
The selective collections, high-end craftsmanship, subtle branding, and time-tested heritage make these quiet luxury brands prestigious.
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. What stands out is the premium fit, tailoring, muted colour palette and beauty of restraint.
Signature piece: Coat made of wool and cashmere with sophisticated but understated designs
Price point: Ultra-luxury (£2,500–£7,500)
Why it qualifies as quiet luxury: The brand does not feature visible logos and pays attention to craftsmanship, quality and precise tailoring, perfectly reflected in a draped coat or the buttery feel of fine leather. The brand makes a conscious effort to stay away from public eye, yet it makes its presence felt strongly.
The Row is a perfect choice for those who prefer quiet luxury and appreciate restrained elegance and texture, rather than trend-oriented clothing.
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, along with its philosophy of luxury.
Signature piece: Combination of 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 brand is a classic example of stealth wealth, with an emphasis on craftsmanship, ethical manufacturing and discreet designs. The exclusive knitwear, sophisticated tailoring, and understated yet luxurious aesthetic feel as good as they look.
It is often called “the king of cashmere.” However, this brand is not only about fashion, but also stands for a lifestyle based on quality, heritage and subtle refinement of wealth.
Click here to shop the collection.
Loro Piana, established in 1924 in Italy, is one of the iconic quiet luxury brands, which is well-known for its unique fabrics, rare natural fibres and timeless designs. It uses one of the finest natural fibres, like 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 are highly priced in comparison to cashmere coats.
A pure vicuña coat 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: Cashmere and vicuña coats with an bultra-soft finish
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.
The brand is loved by celebrities such as Sebastian Stan and Gwyneth Paltrow for elegance and subtle sophistication.
Shop the edit here.
Khaite, established in 2016 in the United States by Catherine Holstein, is the innovative quiet luxury brand known for its elevated basics, feminine styles and timeless silhouettes.
Signature piece: Cashmere cardigan 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, providing investment pieces with subtle elegance and’‘New York aesthetic’.
After Katie Holmes' viral moment, Khaite became the favourite brand for fashion editors, who love combining the concept of quiet luxury with contemporary fashion. Khaite continues to push boundaries with bold designs that mix elegance with a touch of risk, bringing fresh energy to the world of luxury fashion.
Make your purchase here.
Khaite, established in 2016 in the United States by Catherine Holstein, is the innovative quiet luxury brand known for its elevated basics, feminine styles and timeless silhouettes.
Signature piece: Cashmere cardigan 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, providing investment pieces with subtle elegance and’‘New York aesthetic’.
After Katie Holmes' viral moment, Khaite became the favourite brand for fashion editors, who love combining the concept of quiet luxury with contemporary fashion. Khaite continues to push boundaries with bold designs that mix elegance with a touch of risk, bringing fresh energy to the world of luxury fashion.
Make it yours here.
Launched in 2006 by actresses and sisters Mary-Kate and Ashley Olsen, what set The Row apart was its emphasis on logo-free clothing, avoiding flashy logos or monograms. Instead, The Row focused on impeccable craftsmanship, high-quality materials, and timeless silhouettes, establishing itself as a quiet luxury brand. It’s not about loud logos or fleeting trends—The Row is for those who appreciate the quiet power of a perfectly draped coat, the buttery feel of fine leather, and the kind of effortless elegance that never goes out of style.
Discover your next purchase here.
Toteme, established in 2014 in Sweden by Elin Kling and Karl Lindman, is among the leaders in quiet luxury brands and distinguishes itself by its Scandinavian minimalism and elevated basics. It swears by Swedish design principles.
Signature pieces: Scarf jacket, oversized outerwear and other pieces of monogram outerwear
Price point: Mid (£ 500–1,500)
Why it qualifies as quiet luxury: The brand uses muted colours, refined fabrics, timeless designs, a chic aesthetic and clean lines, without using obvious logos. It also uses a sophisticated palette of beige, grey, and cream and stays away from celebrity endorsements.
Toteme has gained recognition in the fashion world, providing a modern capsule wardrobe through simplicity, elegance and subtle dressing.
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 colours and texture.
Signature piece: Silken dresses and tailored separates
Price point: Mid (£500–2,500)
Why it qualifies as quiet luxury: The brand emphasises feminine styles, understated designs, uses premium fabrics and promotes timeless dressing, avoiding fleeting trends. It also focuses on a limited collection that makes it exclusive.
The brand TOVE demonstrates a specific British brand approach to quiet luxury, featuring clothes that exude elegance without the fuss.
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. It essentially works with materials such as alpaca, camel hair, and cashmere. It blends classic Italian craftsmanship with modern simplicity, creating pieces that feel timeless yet relevant.
Signature piece: The 101801, Manuela, and Camel coat with timeless silhouettes and clean lines.
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 Italian craftsmanship, understated designs, quality fabrics, clean lines, and enduring silhouettes, instead of flashy branding.
Max Mara is always at the top of the fashion list with their polished, effortless way of dressing combining classic elegance and modern simplicity.
Indulge in luxury here.
Lafayette 148, a brand created in 1996 in the United States in the SoHo district of New York, is a sophisticated quiet luxury brand that specialises in precision 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 blazer, cashmere knitwear, and fluid silk dress.
Price point: Mid (£500-2,500).
Why it qualifies as quiet luxury: This brand provides customers with understated designs, quality and versatility, avoiding branding while offering elevated basics. It has an effortless sophistication that doesn’t need to shout to be noticed. The brand stands out because of its supreme textile quality and distinct New York sophistication.
Those who are interested in quiet luxury wardrobe essentials will be fascinated by the refined yet easily wearable pieces of LAFAayette 148.
Get yours now here.
Jil Sander, launched in 1968 in Germany, is an early example of a quiet luxury brand, featuring minimalist, intellectual design and timeless fashion. It creates an aesthetic focused on simplicity and quiet elegance, offering an alternative to the bold, extravagant styles that dominated the fashion scene. It doesn’t focus on rare materials but focuses on clean lines, minimalist colour palletes, and architectural silhouettes.
Signature piece: Tailored coat with straight and structured design
Price point: High (£1,500–4,000)
Why it qualifies as quiet luxury: Jil Sander focuses on subtle design discipline, precision tailoring and the architectural cuts and premium fabrics. The design philosophy and cuts make every piece recognisable.
Fondly named the “Queen of Less,” Jil Sander continues to influence the fashion world with refined, quiet style that values durability over fleeting trends.
See what's in store here.
Ninety Percent (UK, founded 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: Organic cotton T-shirt and elevated basics made from organic materials
Price point: Entry (under £500)
Why it qualifies as quiet luxury: The brand focuses on understated designs, supreme quality and ethical production, instead of flashy branding. 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 gimmick, 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 demand complete wardrobe refresh. It starts with choosing the right category and figuring out the places where real value lies. Among the quiet luxury brands, Ninety Percent provides the easiest way in, with organic cotton T-shirts and high-end elevated basics within budget. This aligns with the broader quiet luxury trend, where quality and timeless designs win over flashy logos and excess.
When building a capsule wardrobe, include both investment pieces and affordable brands. COS, Arket and premium collections of Uniqlo help you apply the principles of quiet luxury to modern fashion by offering minimal silhouettes, understated designs and muted colours at accessible prices, all rooted in the quiet luxury aesthetic.
It is wise to begin with outerwear or tailoring, where craftsmanship and materials create the strongest impact. Just one piece 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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