Quiet luxury is loud

the trend is another form of conspicuous consumption

•  “Extreme wealth is displayed and enacted through expenditure and consumption” (Iqani, 2018, p. 2010)

https://www.highsnobiety.com/p/quiet-luxury-trend/

I was recently listening to a podcast episode called “Quiet Luxury is so Loud” by Culture Club. I thought this quote from Iqani (2018) best encapsulated this phenomenon of quiet luxury. This trend is where Gen Z is obsessed with unattainable luxury, wealth, and the allure of old money. Rather than demonstrating wealth through logo mania and luxury brands, this trend calls on elevated basics to be used to portray wealth. Quiet luxury puts an emphasis on high-quality materials, heritage, and craftsmanship. However, it also insinuates that this unassuming lifestyle of wealth can be achieved through purchasing basic clothing.

Furthermore, the tweet above highlights how “Gen Z's quiet luxury infatuation is a result of nostalgia and sustainable fashion choices through understated everyday basics.”

This isn’t inherently bad, since the clothes worn by the wealthy can raise awareness of the environmental impact of fast fashion. However, it is another form of conspicuous consumption. It also increases the possibility that individuals will purchase cheaper dupes of expensive basics worn by celebrities. Hence, quiet luxury can contribute to fast fashion. Through Iqani (2018)’s quote, it is suggested that extreme wealth is displayed through consumption.

Therefore, rich individuals who participate in this form of stealth wealth may purchase unassuming pieces of clothing to display their wealth. However, this lifestyle is unattainable for most. For example, Mark Zuckerberg’s everyday uniform, which includes a shirt that looks like a regular T-shirt, is in fact a custom Brunello Cucinelli shirt that costs $300.

Thus, quiet luxury continues to perpetuate the notion that this unassuming lifestyle of wealth can be achieved through expenditure on understated everyday basics. Therefore, quiet luxury is just another example that allows the rich to display their wealth to others.

Questions for us to ponder

• How can we as a society make sustainable fashion choices without participating in trends like quiet luxury?

• It is possible for celebrities to also be sustainably fashionable without being singled out as participating in quiet luxury?

Comment your thoughts below <3

“This is 𝒚⚬𝒖𝒓 sign; design a planet”

Take care and take this time to take a much-deserved breath of fresh air <3

ʕʘ‿ʘʔ designaplanet .

Bibliography:

• Iqani, Mehita. ‘Performing Post-Feminist Wealth: The Intersectional Aesthetics of Irene Major’s Instagram Profile.’ Australian Feminist Studies 33, no. 96 (2018): 209–22. https://doi.org/10.1080/08164649.2018.1517246.    

• Jake Silbert, “Why Are People Obsessed with Looking Rich & Boring,” Highs Nobiety, published April 28, 2023, https://www.highsnobiety.com/p/quiet-luxury-trend/