Quiet Luxury Is in the Lead—9 Low-Key Brands That Are the Epitome of Chic


(Image credit: Courtesy of The Row; Bevza; Ralph Lauren; Net-a-Porter)

Throughout history, the look of opulence was set in loudness. At first, it was about the jewels you had around your neck or the furs in your wardrobe. Later on, luxury was labeled by the logos on your handbags. Now? There might still be a market for logomania and maximalism, but it seems that wealth has decided to lower itself into a whisper. According to Forbes, in established luxury markets, including the United States, there is a growing trend for quiet luxury. Labels such as The Row and Khaite are brands that centre around those "in the know." Only those with a trained eye for understated taste can recognise such an item. If The Devil Wears Prada was set in 2023, the iconic line would no longer be "Are those the Chanel boots?" Now, it'd be "Are those The Row?"

There's a new class of designer labels at the top of everyone's wish lists, and they've each taken their own approach to minimalistic and modern design. We've highlighted nine labels that fall into the sought-after category. These designers of clothes that are simple but never boring are all set on the goal of creating pieces meant to be worn season after season. They do rely on the "less is more" concept, but none of it takes away from appealing design details such as unique silhouettes and signature fabrics.

Opulence officially has a new meaning. Are you ready to be in the know? Keep scrolling. 


(Image credit: Courtesy of The Row; Net-a-Porter)

If we had to define "quiet luxury" with one specific brand, The Row would be the answer. Founded in 2001 by Mary-Kate and Ashley Olsen, it thrives on the essence of pared-back minimalism. Insiders will understand the details in the undone aesthetic the brand prides itself on. The Row has transcended past being a celebrity brand and has become a secret club you want to be a part of.


(Image credit: Courtesy of Khaite; Net-a-Porter)

Fresh from winning the 2022 CFDA Award for Womenswear Designer of the Year, Catherine Holstein can expect nothing but more attention to come for her brand, Khaite. Known for its rich cashmere, airy crêpe blouses, and prominent leather, the label is set to redefine the female perspective in fashion. Despite it only being founded in 2016, A-listers like Kendall Jenner and Meghan Markle have become devoted fans.


(Image credit: Courtesy of Celine)

While many of Celine's accessories do feature a logo, it's accompanied by clean and sleek lines that make the accessories seasonless and functional. Inspired by the Arc de Triomphe, it differs from the previous logo often spotted on many of the brand's handbags. Celine's previous designer, Phoebe Philo, was one of the most prominent leaders of "quiet luxury," and although no one can do it like her, the latest Celine assortment feels nostalgic to her time. 



(Image credit: Courtesy of Toteme; @monikh)

With its signature pieces like quilted jackets and scarf-coats, Stockholm-based label Toteme brings a new meaning to wardrobe staples. With simple yet tasteful design additions like contrast stitching and shearling trim, there's an added flair in basics that is difficult to find elsewhere. 


(Image credit: Courtesy of Tove; Moda Operandi)

Tove creates a balance between minimalist and romantic aesthetics. The brand rose to It status with its elegantly gathered dress that is the summer item to own and one you can wear for years. And since 2019, founders Holly Wright and Camille Perry have only moved upwards, adding delicate camisoles, cotton blouses, and even denim to their rotation. 


(Image credit: Courtesy of Ralph Lauren; Net-a-Porter)

We don't even have to explain how big of an impact Ralph Lauren has had on luxury. Instead of constantly revamping, the brand stays true to its design integrity, which includes effortless preppy tailoring. Its latest offering of elevated handbags has recently caught the fashion set's eye. Either way, Ralph Lauren will always exude elegance. 


(Image credit: Courtesy of Malene Birger; Net-a-Porter)

While many have taken a major interest in the maximalist side of Danish fashion (Think CPHFW street style,) By Malene Birger roots itself in classic Scandinavian minimalism. Each piece is defined by meticulous attention to detail, luxe fabrics, and easy silhouettes that work for all. 


(Image credit: Courtesy of Max Mara; Net-a-Porter)

Adored for its prime selection of outerwear, Max Mara represents the epitome of Italian craftsmanship and quality. Luxurious fabrics and draping define every collection. Think coats lined with silk, cashmere jackets, and boxy wool suits. 


(Image credit: Courtesy of Jil Sander; Net-a-Porter)

Jil Sander may have opened up shop in the '60s, but it was her devotion to '90s minimalism that gave her sartorial power. The brand continues to focus on the look but has not totally blocked off playfulness, adding saturated shades, fringe cascades, and fun embellishments to the mix. 

This story originally appeared on Who What Wear U.S. 

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Assistant Market Editor
Yusra Siddiqui is an editor who resides in New Jersey but bounces between the suburbs and NYC. (She's a Jersey girl at heart.) After interning at Who What Wear in 2019, she found her way to the team after graduating from LIM College in 2022 with a fashion media degree. She's also spent time writing and working for publications such as Fashionista, Coveteur, and Nylon, but she always knew that Who What Wear was where she was meant to be. When she's on the job, she's perusing runway shows, analyzing the latest thing fellow Gen Zers are up to on the internet, and sharing what she can about the modest-fashion market. You can also catch her dabbling in entertainment, talking about the costume choices of the latest Netflix series or diving deeper into how the plotline affects the viewers in a myriad of ways. Lastly, she likes to create content for Who What Wear's TikTok. Her personal time is spent doing similar but also different things—deep diving into almost every new TV show (Bridgerton, Gilmore Girls, and Stranger Things are favorites), planning her next local getaway (whenever that may be), and reading the latest Emily Henry or Sally Rooney novel in one sitting.