The so-called “Quiet Luxury” style, which is not based on flashy logos and decorations, but on high-quality materials and tailoring, is slowly gaining more and more attention in the men’s fashion industry.
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Quiet luxury is an understated fashion style that eschews logos and flashy decorations and focuses on the quality of materials and tailoring. This style is rooted in an aesthetic of under-statement, one that demonstrates intrinsic value while being less self-assertive. It is precisely this lack of conspicuousness that brings out a sense of sophistication and authentic luxury. It is safe to say that this idea is shared by the philosophy of George Bryan Brummel, who epitomized 19th century English dandyism. His belief that “inconspicuous is truly fashionable” is the essence of Quiet Luxury, which is not about making a show of one’s appearance, but about expressing one’s sense of style in an understated way through the quality of the clothes themselves and the way they are worn.
A mature aesthetic sense residing in an inconspicuous styleWhy are wealthy people so devoted to Quiet Luxury?
Not a few of the author’s wealthy male friends seem to make a conscious effort to “not stand out too much (in their clothing)” in many cases. That is as it should be; if you think about it, what good would it do for them to realize that they are wealthy? On the other hand, the risk of having a stranger think, “You look like you have a lot of money…” is sure to be a risk. On the other hand, there would certainly be a risk of being perceived as “rich…” by strangers. They may be jealous and drag you down, or they may approach you for your money. Some of them are simply not interested in clothes at all and do not spend money on them, but there are many cases where the clothes look modest at first glance, but in fact they are all by Brunello Cucinelli.
Quiet luxury is also closely associated with the symbol of wealth known as ” old money. Old money” is a group of people whose wealth has been passed down from generation to generation, and they value quality and sophistication over ostentation. For them, choosing modest, high-quality fashion is a sign of true luxury. They express their dignity and status by respecting long-standing traditions and authentic craftsmanship, rather than by showing off their logos and brand names.
Furthermore, a man’s Quiet Luxury style also complements the woman standing next to him. A modest style that is not overly assertive balances out his partner’s and creates an overall impression of elegance and sophistication. The designer is not interested in fashion that makes him or herself stand out, but rather dresses in a way that complements his or her partner, giving the impression of a well-dressed adult.
The shift from show-off style to understated elegance is accelerating
In the late 2010s, the explosive popularity of street fashion led to the rapid spread of so-called “logo-don” items that push the logos of high brands and popular street brands to the forefront, and the popularity of these items in real life and on social networking sites has been increasing. They became an appropriate tool for showing off one’s status in real life and on social networking sites. However, as the ephemeral consumption of flashy logos and designs continued, a sense of saturation and food poisoning spread among some consumers, and a movement toward deeper value and sustainable aesthetics slowly began to spread.
This shift is not merely a reaction to a trend, but may indicate that fashion values themselves are being reevaluated. This is a reversal of the trend. The author believes that this is not a temporary trend. It goes without saying that quiet luxury, which emphasizes high-quality materials and understated design, has long been loved by mature consumers and has always maintained a certain level of support. We will continue to focus on what position Quiet Luxury will occupy in men’s fashion in the future.
Male leads in popular movies attract both men and women
Many characters in movies and dramas embody Quiet Luxury. For example, Kim Shin (Gong Yoo) in ”Dokkebi: The Lovely Days You Gave Me,” wears a wool or cashmere coat with a turtleneck in an understated yet high quality fashion.
Also, Vincenzo Casano (Song Joong-ki) in ”Vincenzo” shows an understated yet sophisticated fashion, incorporating classy cashmere and wool sweaters for casual occasions as well as suit styles. In ”Why in the World is Secretary Kim? (played by Park So-joon) also wears a suit most of the time due to his role, but in his off-duty scenes, he wears a simple, high-quality sweater that exudes elegance.
Harry Hart (Colin Firth) in ‘ Kingsman’ embodies the classic English gentleman’s style and exudes timeless elegance. Michael Corleone (Al Pacino) in ‘ The Godfather’ and James Bond (Daniel Craig) in ‘ 007’ also express quiet luxury with a style that is not flashy but has presence. In their daily lives, George Clooney and Prince William are also known for their understated yet high quality style, symbolizing elegance in both their public and private lives.
Finally, the following is a selection of some of the brands that the author recommends for achieving a quaiety-luxury look.
Quiet Luxury Recommended Brand 1
Brunello Cucinelli was founded in 1978 in Solomeo, Italy, The brand offers items made from the finest materials, with a focus on cashmere. The brand’s items are characterized by simple yet elegant silhouettes and are favored by affluent men. The brand’s attitude of competing on the basis of quality without a logo up front embodies the essence of quiet luxury. Check out ▶︎Brunello Cucinelli items!
Quiet Luxury Recommended Brand 2Founded in 1924, Loro Piana
Loro Piana was founded in 1924 in Quarona, Italy, and is a world-renowned The brand offers cashmere and wool products. The brand’s coats and suits, with their simple and sophisticated designs, have been especially popular among the wealthy for many years. For men seeking quiet luxury, this brand is an ideal choice. Check out ▶︎Loro Piana items!
Quiet Luxury Recommended Brand 3The prestigious Italian brand of tailoring, Zegna
Founded in 1910 by Ermenegildo Zegna, Zegna is an Italian luxury tailored brand It is known for its sophisticated tailoring technology. The brand, with its sophisticated tailoring techniques, has long had a reputation for suits and formal wear, and is supported by the wealthy for its simple and elegant designs. In recent years, the brand has also become known for developing items that are more modern and resonate with youthful sensibilities while maintaining elegance, increasing its appeal. Check out ▶︎Zegna items!
Quiet Luxury Recommended Brand 4
The Row is a highly regarded brand that is simple but with attention to detail. Combining minimalist design with quality materials, the brand offers items that are understated yet sophisticated. With many items in neutral tones, the brand is an ideal choice for practicing quiet luxury with a modern sensibility. Check out ▶︎The Row items include!
5 recommended brands for quiet luxuryDunhill, a classic brand that carries on the British tradition
Dunhill was founded in London in 1893 by Alfred Dunhill, a traditional British gentleman Dunhill is a brand that conveys the traditional English gentleman’s style to the modern age. The brand is especially known for its classic suits and leather goods, which are characterized by elegant designs devoid of showy decorations. Its understated yet high quality items embody quiet luxury. Check out ▶︎Dunhill items!
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