“Money talks, wealth whispers.”
Have you heard of the term “quiet luxury”?
You might not be aware, but the luxury fashion world is in the midst of a seismic shift.
— simply put, this is understated luxury; refined simplicity.
For business owners and e-commerce leaders, especially those in the luxury fashion space, the new quiet luxury trend presents both an opportunity and a challenge.
So take notes.
It’s not just about selling more products, but connecting with a growing consumer base that values timeless quality over in-your-face opulence.
With a new focus on “stealth wealth,” minimalism, and understated elegance, the luxury landscape is evolving, and so should your strategy.
In this comprehensive guide, we’ll explore what quiet luxury means for luxury e-commerce brands and how eAccountable, with our extensive experience working with 23 luxury companies, can help businesses like yours navigate this fashion trend.
If you’re a luxury business or e-commerce leader looking to acquire new customers by tapping into the quiet luxury trend, then you’re in the right place.
What is Quiet Luxury?
Quiet luxury refers to an understated, minimalist approach to high-end fashion, emphasizing quality, craftsmanship, and longevity.
Unlike maximalist trends where logos and bold designs dominate, quiet luxury embraces discretion.
Brands such as The Row, Celine, Loro Piana, and Bottega Veneta have become synonymous with this movement, offering timeless silhouettes, soft color palettes, and high-quality materials like cashmere sweaters and tailored blazers that speak to a certain class of customers.
The trend has even led to a decline in sales in more opulent luxury brands like Gucci and Versace, as these traditional luxury juggernauts attempt to adapt to a changing landscape by putting out more minimalist clothing.
The allure of quiet luxury is that it offers consumers the opportunity to wear clothing that is luxurious without broadcasting its price tag.
It’s no wonder the trend is often referred to as “old money style” or “stealth wealth.”
The idea is simple: quality speaks for itself.
The Pandemic and the Rise of Quiet Luxury
The COVID-19 pandemic completely reshaped the global economy, and the luxury fashion industry was no exception.
As people reassessed their lifestyles and spending habits, there was a marked shift away from fast fashion and conspicuous consumption toward pieces that offered value, durability, and timeless appeal.
This was especially true for luxury consumers, who began favoring items that would last for years rather than seasonal trends.
Gwyneth Paltrow became an emblem of this shift, with her minimalist courtroom fashion becoming a cultural talking point, showcasing brands like The Row.
HBO’s Succession, featuring the ultra-rich Roy family, further cemented the quiet luxury trend in pop culture.
The characters’ wardrobes—dominated by sleek blazers, discreet handbags, and trousers with impeccable tailoring—became an aspirational symbol of the old money aesthetic.
This trend has also seen a resurgence in menswear, with brands like Zegna and Hermès producing minimalist, logo-free clothing that echoes the ethos of quiet luxury. From impeccably cut loafers to perfectly tailored suits, these brands have embraced the idea that less is more.
Social Media’s Role: The TikTok Effect
While quiet luxury may have roots in traditional old money circles, its modern revival has been fueled by social media, particularly on TikTok, a platform that skyrocketed in popularity during the pandemic.
On this platform, hashtags like #quietluxury, #stealthwealth, and #oldmoneyaesthetic have garnered millions upon millions of views.
Young consumers, especially Gen Z, are gravitating toward this more subtle form of luxury as a reaction to the overly branded and mass-produced fashion that characterized the last decade.
For luxury brands, this presents a unique challenge:
How do you remain relevant in a digital-first world without compromising the exclusivity and craftsmanship that your brand stands for?
The answer lies in striking the right balance between accessibility and maintaining the aura of luxury.
The Importance of Craftsmanship and Storytelling in E-Commerce
Quiet luxury is not just a trend; it’s a lifestyle.
Consumers are buying into the story behind the product.
What story does your product tell?
This is where your e-commerce strategy becomes essential.
Quiet luxury buyers want an item that feels elegant but understated, but most importantly, long-lasting and high quality.
Every element of your digital presence—your website, product pages, social media content, and email campaigns—should reflect the craftsmanship and timeless quality of your products.
For example, when marketing a high-end item like a tailored wool T-shirt or wide-leg trousers, the emphasis should be on the quality of the materials and the thoughtfulness of the design.
Brands like Celine and Burberry have perfected the art of storytelling through imagery and content that subtly hints at luxury without screaming it from the rooftops.
Five Ways E-Commerce Leaders Can Capitalize on the Quiet Luxury Trend
1. Focus on Quality Over Quantity
Quiet luxury is all about quality, not mass production.
Ensure that your e-commerce site highlights the level of care that was put into making each item.
Detailed product descriptions that discuss high-quality materials and design processes can help set your products apart from those of fast fashion competitors.
2. Refine Your Brand Aesthetic
Less is more.
From your website’s layout to your social media presence, everything should echo the minimalist style of quiet luxury.
The visual aesthetic is key here: think soft, neutral tones, sleek product photography, and simple yet direct copy.
Your website design should not be showy and should highlight the elegance of your products.
3. Leverage Influencers Thoughtfully
Gen Z consumers, many of whom are driving this trend, trust influencers over traditional advertising.
So look to partner with influencers who embody the quiet luxury lifestyle.
Influencers like Sofia Richie Grainge or Viktoria Rader, known for their understated elegance, embody the quiet luxury movement. Find similar influencers that would be a good fit to partner with your brand.
When it comes to your own social media output and branding, work with stylists and graphic designers known for a minimalist approach.
4. Embrace Sustainability
Quiet luxury is closely tied to sustainability.
Remember, the days of fast fashion are in the rearview.
Consumers want to know that they’re investing in something that will last a long time.
Consumers also want to know that they’re spending a pretty penny for something that was produced in an ethical, eco-friendly way.
Use your digital platforms to clearly communicate your brand’s commitment to eco-friendly practices, whether it’s through sustainable sourcing or ethical manufacturing.
5. Tell Your Story
Quiet luxury brands are successful because they have rich histories and unique stories tied to them.
Build a mythos around your brand. In the world of luxury, nothing sells more than a compelling narrative.
Use this to your advantage by weaving storytelling into your consumer experience.
Maybe you’re a family-owned company. Share about how the company began, and how it grew into what it is today.
Tell your customers what inspired each collection.
Share insights into what your company represents and stands for.
Talk about how your brand has evolved.
Use these stories to connect with your audience and create a compelling narrative around your company.
Work With An Experienced Team
You don’t have to navigate the changing luxury landscape alone.
This is where eAccountable Digital Agency comes in. We specialize in helping luxury brands grow while preserving their prestige. Having worked with 23 luxury companies, including X-Chair, Ben Bridge, Frette, and Peter Millar, we’ve driven revenue growth between 13% and 54%. We know how to craft digital campaigns that speak directly to the modern luxury consumer.
Our success stories speak for themselves:
- Premium Men’s Brand: +70% year-over-year revenue growth with targeted affiliate partnerships.
- Luxury Office Chairs: +478% increase in Amazon revenue.
- Small Luxury Bedding: +1,477% year-over-year Amazon revenue growth.
- Luxury Wigs: +44% month-over-month Amazon revenue growth.
From curating beautiful, minimalist website designs to partnering with high-quality affiliates to running targeted ads that highlight your brand’s heritage and craftsmanship, our hands-on account managers can help you tell your story in a way that resonates with a modern audience.
Interested in learning more? Drop us a line here for a free consultation with our team.