[News Terms] Those Who Know Recognize Just by the Silhouette... The Quietly Established 'Joyonghan Luxury'

'Quiet luxury' refers to a fashion trend that minimizes logo exposure and focuses on fit and materials. At first glance, it may seem ordinary, but it pursues a luxury known only to those in the know.

Twin sisters and former child actresses Ashley Olsen and Kate Olsen

This style gains more attention during recessions or economic downturns, emphasizing restraint and minimalism. Quiet luxury brands such as The Row, Khaite, Toteme, Jil Sander, and Bottega Veneta are well known.

The Row is a brand created by twin sisters and former child actresses Ashley Olsen and Mary-Kate Olsen, who turned their favorite minimalist looks into a brand. Actress Katie Holmes made headlines wearing Khaite’s cashmere bra and cardigan set. Gwyneth Paltrow was praised for embodying the essence of quiet luxury when she wore The Row’s cream-colored long coat priced at 3,900 euros (about 5.55 million won) to a court appearance following a ski resort accident. Other celebrities known for adhering to quiet luxury brands include Rosie Huntington-Whiteley and Zo? Kravitz.

The fashion of characters in the popular American HBO drama Succession, which deals with family power struggles over media empire succession, seems to have stimulated this trend. The New York Times analyzed that "from shoes to hats, clothing expressed wealth and status, fueling quiet luxury."

Mark Zuckerberg, CEO of Meta, often wears T-shirts that are examples of quiet luxury fashion.
[Photo by AFP New York/ Yonhap News]

Mark Zuckerberg, CEO of Meta, fills his wardrobe with gray short-sleeve T-shirts, which are custom-made by the Italian brand Brunello Cucinelli and cost between 400,000 to 500,000 won per piece, exemplifying quiet luxury.

Recently, the quiet luxury trend has expanded from fashion to interior design. Collections like Loro Piana’s recently launched Apacheta collection are popular. Sofas, benches, and tables sell quietly but well. Loro Piana’s annual sales last year reached 718 million euros (about 1.02 trillion won), a 40% increase from the previous year’s 510 million euros. Brunello Cucinelli recorded sales of 919.7 million euros in the 2022 fiscal year, a 29.1% increase compared to the previous year.

This content was produced with the assistance of AI translation services.