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This latest trend is taking the luxury goods industry by storm: #quietluxury.
It is actually a lifestyle all about understated elegance, quality craftsmanship, and responsible manufacturing practices, a refreshing departure from the ostentatious branding and conspicuous consumption of traditional luxury.
All the major fashion magazines, Vogue, Marie Claire, Elle, Vanity Fair,... are talking about it but it is not just limited to the printed paper.
Popular TV series and movies have picked up on the allure of quiet luxury, such as the hit show "Succession." The characters embody the trend with their sophisticated, understated style that speaks volumes without being overtly flashy. The show's costume designer, Michelle Matland, aims for a look that's "very real, understated, and elegant," perfectly in line with the quiet luxury movement.
Alfa Romeo vintage, Jaeger Le Coultre Reverso, Flexform, Loro Piana
Several luxury brands have also embraced the principles of quiet luxury. The Row, Bottega Veneta, Khaite are focused now on timeless designs, high-quality materials, and attention to detail. Their products are not heavily branded but are instantly recognizable by those in the know.
Celine is another brand that exemplifies the quiet luxury trend. The brand's aesthetic is sleek and minimalist, with a focus on quality materials and craftsmanship. The brand's subtle branding elements and emphasis on sophistication and quality appeal to those who value understated elegance.
We embody the principles of quiet luxury since our inception. We take pride in creating beautiful, responsible bags made with locally-sourced fabrics and expert craftsmanship. Our designs are timeless and crafted to last, rather than chasing fleeting trends. Our subtle branding elements, such as embossed logos and understated hardware, allow the quality of our materials and craftsmanship to speak for itself.
The quiet luxury trend is a refreshing change of pace from the flash and extravagance of some luxury. Its emphasis on quality, sustainability, and understated elegance is an exciting direction for the luxury goods industry to take.
We are proud to be a part of this movement, and we look forward to continuing to embody the principles of quiet luxury in everything we do.
Düsseldorf-based art consultant Sabine Broekmann has spent thirty years placing art in homes, galleries and design spaces. We asked her about atmosphere, collecting — and the Italian objects she chooses for herself.
There are places on Lake Como that you would not expect to exist. Casa Bianca Como is one of them. A historic villa open to the public since 2024, it houses a deeply personal contemporary art collection — works by Francesco Vezzoli, Pier Paolo Calzolari and others — alongside Cova, the historic Milanese patisserie. We went on a winter afternoon. We will return.
The things we value most about how we work were not invented. They were inherited — from the mills, the artisans, and the rhythms of life on Lake Como. And they are responsible. Zero waste. Transparent supply chain. Timeless design. No compromise.
