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Gen Z is shaping Quiet Luxury in 2024


Gen Z is shaping Quiet Luxury in 2024

2023 was the year of quiet luxury right? Wrong. The year of quiet luxury will be 2024 - and that won’t be all. 2024 is coming for quiet and conscious luxury!

It has all started with clean girl trend, evolved to quiet luxury, and transformed into old-money style. They are not 3 different terms, they are the complimentary elements for each other. Then Gen Z entered the scene and added the conscious spending and showed interest and supported second-hand shopping. So these are the 4 terms you’ll be hearing a lot during 2024, and you won’t be able to turn your head to the other side even if you wanted to. 

However this is not just for fashion industry, it’s for every business. So how do you merge all these terms into your business? (Meanwhile AI is knocking on the door as well. So let’s do this one step at a time)

For example if you are a big restaurant chain or a famous fancy cafe/club with a huge waiting list, supporting sustainability, even if it means higher costs, and willing to spend your budget against ‘’food waste’’ let’s say, will make you win Gen Z’s hearts - who are your new and future customers. 


Brunello Cucinelli, quiet luxury


The row, quiet luxury, old-money

Understanding Gen Z, your new and future customers

Gen Z, the generation that everyone is after - is fascinated by ‘old-money’, as evidenced in discussions around TV shows like ‘Succession’ or ‘Gossip Girl’ — but not in the way you might think. It’s not the most expensive bags, biggest jewelleries, Christmas holidays skiing in the Swiss Alps or sipping champagne on a yacht. This is how TikTok seems to understand it anyway.  

The Oxford definition of ‘Old-Money’ is “wealth that has been inherited rather than earned.” They don’t feel the need to show how expensive they are dressed or how rich they are. There is absolutely no show off in old-money style and this is exactly what Gen Z likes. It’s about being quiet in the loudest way possible in fashion sense. This is exactly where old-money aesthetic and Quiet Luxury meet.


''The Oxford definition of ‘Old-Money’ is “wealth that has been inherited rather than earned.” They don’t feel the need to show how expensive they are dressed or how rich they are. There is absolutely no show off in old-money style and this is exactly what Gen Z likes.''


In fact, quiet luxury isn't anything new. Dressing in elevated classics and timeless pieces for a capsule wardrobe have always been talked about and advised. It just has a new name now, became a product to be marketed, and started to rule the fashion world as a result -  and we love it! But how would we define quiet luxury in 2024 exactly?


It’s like putting a logo on without putting a logo on! 

It is about investment pieces that are classic and timeless, designed to be worn for decades, and made to the highest quality so that they are able to achieve this. If you need an example; it's The Row's minimalist charm, Khaite's contemporary elegance, Brunello Cucinelli's quality materials or Loro Piana's meticulous craftsmanship. Just being without the worry of showing. 

Although luxury and old-money may seem the opposite of sustainable fashion, the ideas converge in their emphasis on high-quality pieces in timeless colours and styles can be worn over and over again for decades, from generation to generation or in the form of being able to have multiple owners. This is where those 2 trends meet with sustainability and encourage second-hand shops for more conscious spending. The terms may differ, but the idea behind them are similar and convertible. 



Princess Diana, 1994 , old-money

Gisele Bundchen, 2023 , old-money
Princess Diana, 1994 (left) - Gisele Bundchen, 2023 (right)


''It is about investment pieces that are classic and timeless, designed to be worn for decades, and made to the highest quality so that they are able to achieve this. If you need an example; it's The Row's minimalist charm, Khaite's contemporary elegance or Loro Piana's meticulous craftsmanship. Just being without the worry of showing.''


Where does second-hand shopping stand in all this?

While these 2 trends are rising and starting to rule 2024, Gen Z adapted them to its own understanding of shopping and created a new related rising trend: Thrifting and second-hand shopping. 

Gen Z, reaching their 20s among all the ‘’cost of living’’ crisis after Covid, is also very into thrifting and sustainability and they might be one of the most conscious-minded generation we’ve seen. They have been turning to second-hand sellers to get their digs; keeping being sustainable. Since the rise of #oldmoney on TikTok, the second-hand shopping app Depop has seen a 70% increase in searches for ‘collared shirts’, and a 76% increase for ‘trench coats’. The trend isn’t all about the money. It’s being quiet when it comes to luxury and choosing quality over quantity. I guess people had enough of Kardashians. I know I did! :)


“Today the trend is more about an emphasis on quality and craftsmanship rather than high priced luxury items whether that’s from second hand heritage brands or up and coming designers” said Depop’s Brand and Category Manager, Agustina Panzoni. (Harper's Bazaar) The new old-money and quiet luxury aesthetic are not about looking rich but rather shopping consciously and investing in your wardrobe.


''While these 2 trends are rising and starting to rule 2024 as well, Gen Z adapted them to its own understanding of shopping and created a new related trend: Thrifting and second-hand shopping.'' 


Gen Z is the generation with value-adjustive attitude

In Jasmine Fox-Suliaman interview with fashion psychologist and Afterpay brand ambassador Shakaila Forbes-Bell on whowhatwear.co.uk, Jasmine asks if Shakaila would say that the allure of "quiet luxury" directly responds to the larger financial inequities that many younger generations face or not- and what does she think the psychological appeal of looking "rich" really says about where we're at right now, Shakaila’s answer tells everything. ''Many would find it strange that this aesthetic is gaining popularity during widespread economic uncertainty. Still, studies have shown that people living in places with the most income inequality have higher online searches for luxury products. People may use this trend to provide a sense of esteem, validation, and inclusion when entry to higher socioeconomic classes is more unlikely than ever. Moreover, studies have linked interest in quiet luxury to those with a value-adjustive attitude. Unlike those with a social-adjustive attitude—people who adjust their behavior, including their style, to see acceptance by a peer group—value-adjustive people care less about the opinion of others. They focus more on hedonism and being their most unique self, so they will prefer old money aesthetics or quiet-luxury goods that are not popular and helps to showcase their individual beliefs, attitudes, and tastes.’’

And Gen Z is the generation with value-adjustive attitude. This attitude combines quiet luxury, old-money and second-hand shopping in the same pot.


Best quiet luxury brands to know now:

  1. The Row

  2. Max Mara

  3. Loro Piana

  4. Brunello Cucinelli

  5. Toteme

  6. Jil Sander

  7. Khaite

  8. Alaia

  9. Bottega Veneta


Best Second-Hand Sites To Shop Online:

  1. Vestiaire

  2. Farfetch Pre-Owned

  3. Vinted

  4. Depop

  5. Hardly Ever Worn it.

  6. TheRealReal (It’s US based but UK shipping is available) 

  7. eBay

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