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How Brands Are Selling Quiet Luxury to the Masses

A wide swath of labels are trying their hands at the understated look, minus the eye-popping price point. It’s a natural fit for Vince or Banana Republic. But Shein?
Brands across the pricing spectrum are selling "quiet luxury," as seen on Gwyneth Paltrow during her recent trial.
Brands across the pricing spectrum are selling "quiet luxury," as seen on Gwyneth Paltrow during her recent trial. (Getty Images)
By
BoF PROFESSIONAL

On the second episode of the fourth and final season of “Succession,” HBO’s megahit show about an ageing media tycoon and his dysfunctional relationships with his four adult children, onetime golden child Kendall Roy wears, what, to the average observer, would appear to be a casual, low-maintenance outfit of a zip-up hoodie and a baseball hat.

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Further Reading

Celebrity Marketing in China: Why the Stakes Are Rising

Chinese celebrities made a comeback at the European shows this season, but the brands hosting them see the country’s A-listers as more high-risk, high-reward than ever amid fresh scandals and tightening government regulation.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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