No Such Thing as Quiet Luxury — Just Luxury, Done Properly

There was a time when carrying a monogrammed Louis Vuitton bag through an airport lounge said something — but only to a few.

Before influencers and unboxings, the logos were there, yes — but not for you. Those who wore it already knew what it was. They did not wear logos for validation—they wore heritage, quality, and design for themselves. Whether it was a Louis Vuitton monogram or an Etro paisley, the recognition stayed within certain circles. Outsiders might or might not know—and that was not the point.

And then came social media.

With it, luxury became visible. Taggable. Shoppable. A Chanel Flap stopped being a personal indulgence and started becoming a broadcast. Suddenly, everyone knew what to look for — and more importantly, what it cost.

Influencers brought new audiences into the room. But there was a question. Why pay thousands for a product that, to the untrained eye, looked no different from something at Zara?

The answer, for many, became visibility. Logos were proof of worth. And more than that — they got noticed. Logos turned heads, sparked conversation. In many cases, the logo introduced you before you could say a word. And sometimes, that visibility opened doors. What started as curiosity became affirmation. Then, addiction.

And brands were quick enough to see the opportunity, welcomed the new consumers rolling out logos like red carpets. Products with large, instantly recognizable logos became the new bestsellers. Balenciaga. Gucci. Dior. All brands were part of this movement. And it worked — for a while.

But there was a problem.

The VVIC stepped back.

The old clientele—the ones who cared about quality, silhouette and heritage— were not just loyal; they were in rhythm with the brand. Season after season, they knew where to find pieces that spoke to their style and their story. But as logomania took center stage, something shifted. The essence they once relied on had started to blur. The monogram was not a signal of taste anymore. And with that, the quiet exit began.

Some quietly stepped away, began to search for something else. Something timeless— because that is how they had always shopped. They chose pieces built to last, both in quality and in relevance. Trends came and went, but their wardrobes did not need replacing. Logomania, on the other hand, made luxury feel cheap and disposable. And brands began to feel the pressure.

Brands like Loro Piana, The Row, and Brunello Cucinelli — long committed to quiet craftsmanship — found themselves in the spotlight. Matthew Williams at Givenchy began moving away from heavy branding in favor of tailoring. Gucci’s new direction under Sabato De Sarno emphasized pared-back, body-conscious pieces. Even Dolce & Gabbana, known for its maximalism, presented a surprisingly restrained Fall/Winter 2023 collection full of all-black looks and classic tailoring.

Design and quality was back. And more importantly—luxury was back.

Is statement without a label possible?

Of course, not all logos became tasteless. Prada did what few could — it made the logo part of the design, not just a label. The Linea Rossa quietly said: I am here. Likewise, Bottega Veneta never needed logos at all — its “Intrecciato” leatherwork became its own language, a signal of craftsmanship to those who could see it. Maison Margiela? Just four white stitches. No name, just a whisper of identity. These are not “quiet luxury” brands.

They are luxury. They are the trend — because they never stopped doing what they always did: did not shout.

Let’s be clear.

The issue was not the logo itself, but the overdose: when every piece shouts, the outfit loses its voice. The pants say something. The jacket yells something else. The shoes scream. And at some point, no one is listening anymore.

At Gallemar, we believe there is no such thing as quiet luxury. There is only luxury. The loud version? That is not luxury at all. That is just noise, dressed up.

📸 Shutterstock / Dennis Stone