There is a trend that continues to expand across multiple categories, bringing to life an effortless, timeless, and authentic style.
Welcome, Quiet Luxury.
We have seen this trend pop up everywhere – from social channels and marketing charts to style forecasts. What started as a fashion trend now runs much deeper, touching other industries, brands and consumers in different ways.
This trend started by embracing the look of expensive clothing in muted tones, with minimal to no prominent logos. Consumers have taken considerable interest in the trend, and now we have begun to see this fashion style translated to home aesthetics.
Quiet Luxury in the Home
There is something special about walking into a home and feeling a sense of elegance and luxe, but also knowing that you can relax and unwind in the space.
“Instead of the aim being perfection, quiet luxury aspires to a lived-in, sophisticated aesthetic. ‘The quiet luxury home décor trend is all about living in beautiful places that don’t feel overdone,’ says interior designer Andrea West. To incorporate quiet luxury in your space, start by finding elevated ways to support your everyday routine.” – Nina Derwin
This aesthetic can be achieved with neutral tones, intentional lighting, and subtle decor, but it also includes adding personality to the space. You can frame your kids’ artwork to hang around the house, stack your favorite books on your coffee table, and showcase souvenirs from your last family trip.
Our friend and design partner, Kerrie Kelly, explains, “Quiet luxury embodies a refined elegance that whispers rather than shouts. It’s about curated simplicity, where quality materials and thoughtful details elevate the everyday experience.”
The main idea is that your home feels elevated, yet unique to you. The design should be a genuine reflection of your life, “…not another repeat of the same all-white kitchen with black windows.”
If the idea of quiet luxury can influence someone’s entire persona – from the clothes they wear to the home they decorate – what can it do for your brand?
Quiet Luxury for Your Brand
In a recent article by Nicole Stowe, Ramey’s Creative Director for Design, she focused on a writeup by Sam Kilb, where they explained why your brand logo is so important – from where you place it, to the color you use, to the trademark you protect it with.
“Subtle branding involves using discreet logos, tags, or design elements that are identifiable to those who know what to look for, but are not overly conspicuous. Just because the design element is subtle doesn’t mean that it can’t be an incredibly powerful indicator of source…It doesn’t have to be a tag—some design elements, like stitching patterns, can be source-identifying and receive trademark protection provided certain requirements are met. These understated marks serve as a powerful branding tool, creating an exclusive appeal while maintaining the minimalistic ethos of quiet luxury.” – Sam Klib
California Closets’ award-winning magazine, Ideas of Order, explores and expresses the brand’s deep connection to the home. You will notice on the most recent Volume cover, the California Closets’ logo is nowhere to be found. Instead, the brand’s name is articulated in an understated typeface, allowing the cover image and headline to take center stage.
Think about the iconic Christian Louboutin red sole. You see no ostentatious logos, but instead a statement color and style that identifies the brand.
Finally, Eames furniture is a great example of a brand that sets itself apart with its modern furniture design, not with a brand logo. There is a reason you see this product on movies and shows like Mad Men, Iron Man, Sunday in New York and more – this brand tells the quiet story of luxury.
Going forward, companies should strategically think about this new trend and how it could positively affect their branding and marketing tactics. From the way they position their logo, to the ads they create – quiet luxury has a place in all arenas.
References:
Fashion
Home
Brand
Vis Communication
Image Links:
Header Image
Christian Louboutin
Eames
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