Classic jewellery pieces are being celebrated as part of the quiet luxury trend. Photo: The Love Diamond
There is currently still a strange obsession going on about dressing to appear rich. The catch is, you just can’t be seen overdoing it.
Named “quiet luxury”, it calls for fashion lovers to prioritise discerning taste without overt displays of extravagance like designer logos or brand names.
This hype, which began two years ago, is not showing any signs of slowing down.
Malaysian men have recently been flaunting the trend on social media. Their snaps show them gathering in large groups on the streets wearing plain white shirts, suits and sweaters, mostly to the puzzlement of onlookers.
They are calling it “old-money style” (the term pokes fun at the newly-rich people who think money is able to buy good taste) – but essentially, it refers to the same way quiet luxury eschews labels.
While not new, the aesthetic found fresh life in television shows like Succession (which ran from 2018 to 2023) and The Perfect Couple (released last year).
“Minimalism has been around for decades. Just look at brands like Jil Sander, Loro Piana and Hermes,” Venk Modur, a celebrity stylist told Women’s Wear Daily.
Modur has worked with Succession star Brian Cox. He said that he dressed the actor in Loro Piana to reflect the “quiet luxury” style.
Malaysian designer Hatta Dolmat was quoted by Bernama as saying that this way of thinking involves clothing without bold patterns, as well as pastel colours such as soft blue and light yellow, which are easy to mix and match.
Tailored clothing have come to be known as the epitome of quiet luxury – perfect fits, but without any logos or branding. Photo: Fox Tailor“These individuals value simplicity, with classic and minimal clothing cuts. It’s not about Y2K fashion, oversized styles, and so on. They prefer clothes that are practical for everyday life without being excessive,” he explained.
Being “quiet” sometimes extends beyond the way one dresses.
For example, you have The Row – the quiet luxury fashion label established by celebrity twins, Mary-Kate and Ashley Olsen, which bans guests of its runway shows from posting on social media.
Not only that, The Row sells plain white T-shirts for US$550 (approximately RM2,483). There are no flashy marketing campaigns for the company too.
The belief is that, as the idiom goes, “money screams and wealth whispers”.
Read more: What is it about the Olsen twins' fashion label that makes people splurge?
Everyone wants to look rich?
Loro Piana was once nearly unheard of, that is until the label’s name went somewhat mainstream. In December, it took over a Harrod’s window in London for a grand festive campaign.
Yet, the clothes remain non-descript and with no overt logos.
At a recent event in Kuala Lumpur, Malaysian brand Fox Tailor showcased beautiful designs crafted from the finest Loro Piana fabrics (it was a collaboration with another local label, By Thian).
“If you think of billionaires, most of them are quite low profile in the way they dress,” said Brandon Chau, co-founder of Fox Tailor.
“Everyone can buy a Giorgio Armani, Brioni or Zegna suit, but true luxury comes down to bespoke designs. The moneyed folk prefer comfort, referring to clothes that are specifically tailored for them.”
In terms of suiting, the quiet luxury aspect truly kicks in with the selection of fabrics (which can cost a bomb, for instance RM1,000 per metre for certain heritage brands).
Chau says that the tailoring trade has continuously grown with increased demand for beautifully-made suits. However, he declined to comment on whether it is due to the quiet luxury trend.
“Such a style of dressing is not considered “old” anymore. These days you can easily find young tailors in market, who are trained in the trade of suit making,” he pointed out.
There is also talk among other tailors in Kuala Lumpur about an uptick of enquiries when it comes to suits crafted from luxury fabrics – and these come from men in their 20s.
This shows that the trend is here to stay and not going anywhere soon.
Mid-market labels are quick to capitalise on the quiet luxury craze, as well. Last year, Zac Posen joined Gap and Clare Waight Keller was named Uniqlo’s creative director.
The two designers are known for their luxurious red carpet designs, and their pivot to creating more affordable clothes (yet, with the same luxe feel) says a lot about a change in tastes among shoppers.
The aesthetic necessitates for pared-down styles comprising classic cuts. Photo: The Row
A muted colour palette is essential to nailing the vibe of the look. Photo: Brioni
Read more: Want to look rich? The 'quiet luxury' trend calls for subtle fashion choices
If you know, you know
Chua Li Wei, brand development director of jewellery brand, The Love Diamond, said that in a world full of fast fashion and loud logos, quiet luxury feels like a breath of fresh air – understated, thoughtful and designed to last.
According to her, it is a way to show sophistication without needing to shout it from the rooftops.
“The buzz around quiet luxury goes beyond shows like Succession, even though it has helped put it on the map,” Chua claimed.
“What’s really driving the appeal, though, is a shift in how people think about luxury. More and more, it’s about buying less but better – focusing on sustainability, authenticity, and value that goes beyond the surface.”
She said that while pop culture has made quiet luxury cool, its real staying power comes from this deeper connection to what matters: substance, refinement, and the confidence of knowing quality when you see it.
It seems that brands are not necessarily fazed about having to tone down their designs too.
Take for example, fine jewellery – which can be the opposite of being “quiet”. You would think bling is the very antithesis of dressing subtly.
“It’s about discovering designs that effortlessly blend into your everyday style. This is the beauty of ‘buildability’. Minimalist pieces allow you to curate a collection that adapts to your mood and complements any aesthetic,” Chua noted.
She explained that the concept emphasises high-quality craftsmanship, timeless design and refined details – which resonate with those who prioritise quality over flashy branding or bold statements.
“It’s about an enduring value rather than fleeting trends or attention-grabbing features. For the discerning, it’s a true case of ‘if you know, you know’,” Chua concluded.
