Understated designs by high-profile fashion houses are embracing logo-less, muted apparel as a flex for shoppers looking for luxury without the PR. Thomaï Serdari, director of the fashion and luxury MBA program at NYU's Stern School of Business, defined quiet luxury for Business Insider as "clothing of the highest quality, but also clothing that has timelessness, is sophisticated and understated."
The trend rebounds off of popular peacocking and loud, colorful patterns that have dominated runways for a few years post-pandemic. Now, it’s appearing in pop culture. Characters in the popular HBO series Succession are consistently dressed in well-tailored suits and sets, neutral tones in the boardroom, and luxury textures and materials from head to toe. Viewers can easily assume the characters are well dressed in designers and high-end brands, despite the fact that there’s rarely a logo in sight. In Season 4, one character attempting to wedge into the wealthy family’s dynamics wears a large Burberry bag to a family event. Though logo-less, the oversized purse is worn in the popular Burberry plaid pattern and was immediately recognizable to anyone familiar with the brand.