Tendință în modă, fenomen sau truc de marketing? Să analizăm contextul unui cuvânt care a devenit viral și traducerea lui în ceea ce privește cumpărăturile.
Ce este Quiet Luxury?
Quiet Luxury este termenul folosit pentru a desemna noul trend caracterizat prin îmbrăcăminte de valoare și calitate extremă, cu o estetică atemporală și produsă de branduri de lux. Folosit în principal în America pentru a descrie un stil de viață real, care se extinde la case, mașini și vacanțe, pentru unii nu este doar o tendință, ci un mod de viață în sine.
Rezultatul lunilor de micro-tendențe precum preppy, minimalism și normcore — împreună cu Barbiecore și balletcore — au adus tendința Quiet Luxury în față. Este o tendință care vine și pleacă și, deși a crescut în urma pandemiei, își are rădăcinile în stilurile industriale americane din secolul al XIX-lea și în Franța din anii 1700.
Post-pandemie, moda s-a concentrat pe prețuirea hainelor care au rezistat testului timpului și au fost văzute ca adevărate investiții. O idee paralelă cu cea de a cumpăra mai puține haine și deci a investi în haine mai rezistente și mai versatile. De-a lungul timpului, a existat estetica minimalistă a anilor 1990, când Donna Karan și Miuccia Prada au făcut la modă îmbrăcămintea practică și o demonstrație de bogăție ascunsă în timpul recesiunii 2008-2009. De-a lungul anilor, campionii acestui stil, care de fapt pare mai degrabă un fenomen, au fost gemenele Olsen cu brandul lor The Row.
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Estetica discretă a luxului liniștit a fost exemplificată perfect la intersecția a două momente culturale recente mult discutate: în noul sezon al serialului „Succesiunea”, o geantă tote Burberry vizibil supradimensionată, acoperită cu carouri fără logo și rochia lui Gwyneth Paltrow la tribunal. O altă serie care prezintă trendul Quiet Luxury este „Anatomy Of A Scandal”, unde protagonista Sienna Miller poartă haine casual cu un design minimal, dar cu detalii și țesături foarte exclusive.
Atemporalul
În esență, Quiet Luxury are multe dintre semnele distinctive ale „clasicului”: articole de îmbrăcăminte bine concepute, discrete, care nu spun de unde provin, dar transmit o eleganță subestimată, dar incontestabil de înaltă calitate. Este vorba despre asortarea unui palton de la un brand iconic cu blugi largi vintage; poartă mai multe nuanțe de bej în același timp; un ceas scump care iese discret de sub manșeta unui pulover crem. Este vorba de a prioritiza calitatea în detrimentul cantității și de a avea un stil instinctiv și siguranța de a investi în haine care să reziste în timp.
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Nașterea, dar mai ales dezvoltarea acestui nou stil de viață a fost posibilă de branduri care au pus bazele modei sobre pentru cei puțini privilegiați. În primul rând The Row, brandul imaginat de gemenele Olsen , profesioniști în domeniul look-urilor de bază, dar cool. Apoi au urmat mulți alții, cum ar fi Jil Sander, Khaite și Bevza. Exemple de mărci Quiet Luxury sunt Loro Piana, Zegna, Ferragamo, Max Mara, Bottega Veneta, Armani și Tod's.
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Celebritățile care urmează tendința, pe lângă Gwyneth Paltrow, includ creatoarea de modă Victoria Beckham, actrița Tracee Ellis Ross și modelele Gigi Hadid, Kendall Jenner și Rosie Huntington-Whiteley.
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