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Quiet Luxury Reflects Tectonic Shift in LuxuryIt's lame to appeal with logos anymore!
The overabundance of logos has turned luxury into a “race for symbols. However, with the saturation of social networking sites, the time has come when flaunting a brand itself looks old-fashioned. For Gen Z and Millennials, “show-off fashion” is out of fashion, and “choosing your own aesthetic” is much more sophisticated than “adorning yourself with a logo. They are reaching for brands like The Row, and have an intellectual yearning to “know the real thing”.
According to ‘ The State of Fashion 2024’ ( McKinsey & Business of Fashion ), the growth rate of the global luxury market will slow from 8-10% in 2023 to 2-4% in 2024. The main reasons are said to be the slow recovery of the Chinese market and the declining purchasing power of the middle class in Europe and the United States. On the other hand, brands are supporting their earnings by revising their prices, and despite the slowdown in growth on a volume basis, they are maintaining the scale of their sales. In other words, the market is being supported not by the spread of consumers, but by rising unit prices. Despite the macroeconomic slowdown, purchasing is continuing, especially among the wealthy. The Row embodies “designed tranquility” with its architectural and structural beauty.
Loro Piana pursues ” the serenity of quality ” through the purity and tactility of its materials.
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Although not a so-called luxury brand, AURALEE (Auralee) has captivated the fashion industry and fashion connoisseurs by establishing a silent luxury with its Japanese minimalism. Brunello Cucinelli, on the other hand, presents “humanistic capitalism,” a highly abstract ideal that places ethics and humanity at the heart of luxury.
Incidentally, Loro Piana is clearly listed as a double-digit growth brand in LVMH’s financial results, indicating that a sense of introspective beauty, rather than glitz, is once again attracting attention in the luxury market.
Reference
McKinsey & Business of Fashion, The State of Fashion 2024
・Bain & Company, Luxury Goods Worldwide Market Study, Spring 2024 Update
・LVMH, 2023 Annual Results Report
Structural changes in luxury goods are not simply a matter of consumption. Just as the nature of brands is being questioned, our own “way of dealing with clothes” is also being tested. What we wear is no longer a status but a statement of thought. Here are four things that the author, who once fell under the spell of LogoDon, has noticed since graduating from Logo, and what he is trying to keep in mind.
Things to keep in mind when you graduate from logos 1Read and understand fads with the unconscious visualization of society in mind
I believe that the first thing a man who has outgrown the logo should cultivate is ” an eye for reading the times ” through his clothes. Style is not about following the latest fashions, but about understanding the atmosphere of the times behind the fashions and giving meaning to the choices one makes. Fashion trends are a phenomenon that expresses the psychology of a society through its clothes, and the Row’s quietness is called for because the information-weary age wants “silence”. The Balenciaga logo was once a response to the growing desire to “make a statement in plain sight. In other words, trends are a reaction to the desires and anxieties of society. To watch trends is to read the breath of the times, starting with the clothes. Modesty comes into vogue during recessions, and play returns in boom times. By reading the colors of the streets, the tone of advertisements, and the atmosphere of social networking sites, we can see what society fears and what it wants. The designer is the translator of society, and clothing is the language in which that translation takes form. A man who has graduated from Logo should cultivate an eye for deeply observing clothes and deciphering the “intent of the times” behind them.
Things to keep in mind after graduating from logo design 2Have an axis of aesthetic sense that does not depend on others' evaluation
The moment you graduate from logo design, the “right” answer disappears. Therefore, it is necessary to have the intelligence to define what “good” means to you. Quiet Luxury is not about a temporary correct answer of “understated beauty,” but about how each individual translates “serenity. The soft tension of Loro Piana’s cashmere, Brunello Cucinelli’s ethos of “humanistic capitalism,” and Hermès’s “quiet luxury” are all examples of how to translate “quietness” to your own life. The pride in craftsmanship of HERMÈS. What they all have in common is “quality with a reason” that goes beyond price and logos. What makes something beautiful? What constitutes quality? Whether or not one has the answers to these questions determines the maturity of one’s sense of beauty. Having one’s own “correct answer” is the beginning of a style that does not depend on the evaluation of others. This is the beginning of a style that does not depend on the evaluation of others.
3 things to keep in mind when you graduate from logoPolish your body and spirit to create the foundation to be able to wear the clothes you like
If you decide not to let your logo speak for itself, all that remains is you. Every piece of clothing is a reflection of the wearer’s body and state of mind. It is obvious from the morning attire of politicians who were ridiculed as “sloppy cabinet members” some time ago that suits do not suitmen who are out of shape and groomed. On the other hand, no matter how idealistic a man’s facial features and physique may be, if a man who speaks with a mean mouth wears a high-class suit, he is nothing more than a pearl in a pig’s eye. He must be physically fit, maintain good posture, keep his skin and hair clean, and treat his words and mannerisms with care. Each of these is the muscle that gives the outfit its persuasive power. Training, sleeping, thinking, and being attentive to others are all actions that strengthen the “foundation of clothing,” which is oneself. Fulfilling the responsibility of dressing well is the first step to becoming a well-dressed adult.
Things to keep in mind when you graduate from Logo 4Knowing that there is no absolute justice in aesthetics
In any age, modesty tends to be seen as a virtue, and even more so in the current trend, it is easy for a logo to be perceived as boorish, but that is not the essence of the matter. What is important is “whether there is thought in the choice. Just as black rappers who overcame poverty and discrimination to achieve success wore the logo as a symbol of strength, if the logo is “proof of survival” for a person, it is not flaunting, but pride itself. What if they are wearing a brand that they once longed for and finally obtained after hard work, thereby confirming their own progress and inspiring themselves? It is nonsense for others to say anything about it. The issue is not the presence or absence of a claim, but the depth of thought. If you choose a modest attire because ” it’s trendy,” it is empty. On the other hand, if a logo is displayed but has a story and pride, it speaks more eloquently about the person than “quietness. Maturity in fashion goes beyond the dichotomy of ” logo vs. no logo.
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