What is silent luxury?
More than 68.5 million views on TikTok have endorsed the #quietluxury trend, which has a whopping 242.7 million views in Spanish as #lujosilencioso. This growing trend talks about consumption that commits people to spend a lot of money on clothes and accessories without looking like they have made a big investment.
When people talk about #quietluxury, they are referring to a trend that emphasizes quality, such as cashmere, silk, and sustainable materials, and timeless pieces that never go out of style, such as basic pieces that are part of the closet and recycle year after year.
The trends of the 2000s vs. silent luxury
Contrary to the ostentatious and intermittent trend of rescuing and boasting of luxury brands through logos, the codes of the aesthetics of silent luxury are close to the flat and discreet trends that reigned in the nineties. This style guideline comes into play to vindicate minimalism, almost always betting on neutral or sober colors such as beige, black, brown, or grey.
Silent luxury triumphs among young people
While this trend was naturally seen among millennials and mature generations, generation Z is now echoing silent luxury. However, among the most viewed TikTok videos, advice to imitate quiet luxury with affordable clothing are the most popular.
Despite the popularity of luxury brands like The Row, Bottega Veneta, or Jil Sander, this trend is not suitable for everyone due to its high cost. However, the journey of silent luxury has been with us all our lives, as the popular saying goes, “whoever has the most, they say, shows off the least.”