Understated Elegance: The Rise of Quiet Luxury

Logo-free fashion with high price tags, known as "quiet luxury" or "stealth wealth," is becoming popular among the rich and aspirational buyers. The trend, which traces its roots back to the 19th-century Gilded Age and France in the 1700s, is characterized by neutral-toned designer clothes without logos or flashy prints. Retailers and designers are taking note of the trend, with more brands putting understated yet pricey tones and shapes on runways and shelves. However, fashion cycles generally have counter-moments, and logos, recognizable signature prints, and edgier silhouettes are not going anywhere.