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A New Trend is Taking Over the World: “Quiet Luxury”

Understated yet outrageously expensive! The trend of the year 2023 is called “Quiet Luxury.” Simple cuts, muted colors, exorbitant price tags: today’s luxury is discreet. It is noticeably soft, cream-colored, and gray, minimalist yet extremely exquisite. On TikTok, the hashtag bearing the same name has garnered over 70 million views. Corresponding Google searches have skyrocketed by 370 percent in the past month.

Gone are the days of glitter, glamour, and golden belt buckles that scream, “I spent a fortune on this.” To be fashionable today means embracing the “Old Money Style,” an expensive wardrobe that doesn’t immediately reveal its value—a world of sandy tones, unremarkable fabrics, and timeless cuts. Cozy knitted dresses and khaki cashmere cardigans are paired with ethically produced leather loafers and wool coats—completely devoid of logos, of top quality, and at premium prices. It’s sophistication for the affluent.

How “Quiet Luxury” Redefines Status and Sophistication

Fashion critics praised the understated designs during the February and March Fashion Weeks. Then, popular culture took notice: Gwyneth Paltrow’s (50) wardrobe during her trial in the state of Utah, including a Loro Piana cashmere sweater costing nearly 1,700 Swiss Francs, became the epitome of a quiet luxury aesthetic.

Following suit, Mark Zuckerberg (38) conducted a conference wearing a soft Brunello Cucinelli cashmere t-shirt, priced at 390 Swiss Francs. Furthermore, the fourth season of the HBO hit series “Succession” aired, featuring billionaires mocking a Burberry plaid bag while wearing a neutral 600-dollar baseball cap.

Other brands, such as The Row, Ermenegildo Zegna, and Max Mara, embody the style of nonchalant elegance. In Switzerland, the Basel-based label Lamarel, as well as top model Nadine Strittmatter’s (38) collection for the French brand Le Kasha, approach this ideal.

Even Shein is attempting to embrace “Quiet Luxury.” The trend aligns with the current times, according to styling expert Tatjana Kotoric (46), who states in an interview with SonntagsBlick: “Since the pandemic and the ensuing lockdowns, people’s expectations of fashion have changed. Comfortable cuts and good fabrics are now important.” This style carries political dimensions, which is why not only fashion magazines like “Vogue” and “Harper’s Bazaar” but also “Handelsblatt” have dedicated editorial pieces to silent luxury.

This is not the first time the aesthetics of discreet wealth have prevailed. It was already observed during the 2008 financial crisis. During times of crisis—war, inflation, energy shortages, bank failures—it no longer feels appropriate to flaunt wealth. Kotoric explains, “Additionally, a limited color palette and fewer clothing items make personal life somewhat easier. The style exudes a sense of relaxation and tranquility.” “Quiet Luxury” encompasses an entire lifestyle, influencing the furniture industry and inspiring the hotel business. People opt to dine at hidden gem restaurants rather than popular celebrity chef establishments.

Swiss Mountain: Luxury Handbags Redefining “Quiet Luxury”

Among the purveyors of “Quiet Luxury,” one brand stands out — Swiss Mountain. Known for its exquisite craftsmanship and timeless designs, Swiss Mountain offers a range of luxury handbags that perfectly embody the essence of this trend. Their handbags feature sleek lines, muted color palettes, and impeccable attention to detail. It’s one of the best quiet luxury brands out there.

Luxury Carbon Documents Folder

The Swiss Mountain brand has quickly gained recognition for its commitment to quality and understated elegance. Each handbag is meticulously crafted using the finest materials, ensuring both durability and a luxurious feel. These handbags are designed to be the perfect blend of functionality and style, catering to the discerning tastes of those seeking quiet luxury items.

Luxury Carbon Shopper Bag 1
Luxury Carbon Shopper Bag

What sets Swiss Mountain apart is its emphasis on sustainability. The brand prioritizes ethical production practices, sourcing materials responsibly, and creating products that are built to last. This commitment to sustainability resonates with the growing number of consumers seeking a more conscious approach to fashion.

In addition to their exceptional craftsmanship, Swiss Mountain handbags have become coveted accessories among fashion enthusiasts and trendsetters. The brand’s dedication to subtle sophistication has struck a chord with those looking to make a statement through understated opulence.

A Lifestyle Beyond Fashion

“Quiet Luxury” extends beyond the realm of fashion—it influences other industries as well. This trend has made its way into the furniture industry, inspiring minimalist and refined designs. The hotel business has also embraced the concept, offering exclusive experiences that cater to those seeking discreet luxury. Dining at hidden gem restaurants, rather than famous celebrity chef establishments, has become a hallmark of the “Quiet Luxury” lifestyle.

Influencers and fashion bloggers, such as Aylin Koenig, celebrate this new simplicity, curating their Instagram profiles with a classic touch. The allure of “Quiet Luxury” transcends fashion eras, appealing to individuals who appreciate the timeless and elegant.

While some critics find this trend boring, and certain feminists argue for the empowerment of women through more conspicuous displays of success, “Quiet Luxury” remains a statement of refined taste and exclusivity. It represents the most discreet version of luxury, where status is conveyed to peers who understand the nuances of wealth within an exclusive circle of affluence.

Even those without inherited fortunes are attempting to emulate this style. YouTube videos demonstrate how ordinary people can exude a wealthy aura in a subtle manner. Surprisingly, even Shein, the Chinese discount retailer, has recognized the appeal of “Quiet Luxury,” offering items such as mauve blouses for 14 euros and straight-cut trousers for eleven dollars.


In conclusion, “Quiet Luxury” has emerged as a global trend, redefining the perception of luxury in the modern world. With its emphasis on understated elegance, impeccable craftsmanship, and sustainability, this trend continues to captivate fashion enthusiasts and individuals seeking a refined and discerning lifestyle. Swiss Mountain, among other brands, exemplifies the essence of “Quiet Luxury” with its luxury handbags, paving the way for a new era of sophisticated and conscious consumption.

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