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Asia is gradually embracing quiet luxury and here is why and how.
Trends
16 July, 2024
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With the quiet luxury getting popular with Hollywood stars like Gwyneth Paltrow in the courtroom and TV shows such as Succession featuring subtle clothing for the ultra-wealthy characters, the phenomenon took a different toll in Asian markets. The region owns an increasing number of sophisticated clients who value the art of craftsmanship and authenticity along with heritage and culture preservation.
The take on quiet luxury differs with the country. For instance, Japan has a characteristic of appreciating the quality of the products with the craftsmanship and artistic values seen in outer space; India has to be more sustainable and, at the same time, show support to the almost-extinct artisanal communities; and China focuses on homegrown brands that combine the traditional aesthetic with contemporary designs.
Additionally, the surge in the quiet luxury trend in APAC can be due to social and political pressures. In April 2024, the Cyberspace Administration of China launched a campaign against the influencers on social media. With this, the Chinese government banned influencers such as Wang Hongquanxing (also known as China's Kim Kardashian), Sister Abalone, and Mr. Bo from the major social media platforms for promoting lavish lifestyles in order to gain profit. The bannable behavior includes showing off luxury cars and houses, large amounts of cash, or the influencers tossing the notes, luxury products, and services to overstate how can an individual get millions in a month, hyping a second-gen households, shooting minors using luxury items, and highlighting the class discrimination by making a story out of the struggle faced by poor people. With this, major platforms including Douyin, Weibo, and Xiaohongshu introduced some disciplinary measures on May 15, 2024. This phenomenon has an indirect effect on the quiet luxury trend.
When it comes to the Asian region, independents are the ones who follow this trend. Apart from the global brands such as Loro Piana, Bottega Veneta, Jil Sander, Khaite, The Row, Celine, and Toteme, Asia has its own set of homegrown independent quiet luxury brands including Ura Maku,
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Marie France Van Damme has stores in Bangkok, Singapore, Dubai, and Hong Kong which also acts as a part of its DNA. The brand features collections that focus on fusing the dramatic aesthetic of Asia with the underrated elegance of Europe. As the brand was gradually getting the attention of Ultra-high-net-worth individuals for its quiet luxury brand identity, it set a philosophy to evoke confidence and elegance at the same time.
Harrison Wong, a menswear designer from Hong Kong, has stated that he has been witnessing an increasing demand for quiet luxury, especially in Tokyo, Seoul, and Southeast Asian countries such as Singapore and Hong Kong. Hanacha, a studio from Seoul, is creating quiet luxury products while keeping environmental and sustainability concerns in mind.
Other brands emphasize other characteristics of the quiet luxury trend. Kamikoto from Japan is known for its highly crafted knives and its dedication to providing products with a lot of attention to the detail and subtleness of its craftsmanship. Royal Selangor from Singapore showcases high-quality products that are rich in the country’s heritage and relevant to global trends.
One should also notice that quiet luxury has not reached its peak yet as the demand for displaying lavishing wealth with logomania is still dominant. Countries such as India are following quiet luxuries that are not quiet anymore. Consumers have different opinions about it based on their regions. The consumers would appear with vibrant and statement outfits even if they choose products from quiet luxury brands.
Here are some APAC brands that follow quiet luxury in their own ways.
Auralee is a Japanese brand specializing in apparel, shoes, and accessories. The label follows a relaxed and simple aesthetic with a modern, retro, and sophisticated touch. Its collections involve classic and neutral designs with sharpness and elegance at their peak, rather than going too bright and sudden.
Carrie K. of Singapore provides meaningful jewelry with a unique perspective, especially for marriage, engagement, and other milestones. It gives an underrated quiet luxury look with its amalgamation of traditional artisanal craftsmanship and contemporary designs.
Good Earth of India is a sustainable luxury brand, offering home decor and apparel designs. It produces items from organic materials and environmentally responsible production processes with deep roots in the country’s culture and heritage. The products are handcrafted by local artisans and craftsmen.
gu_de from South Korea focuses on clothes, bags, and accessories for women. It has been working on creating aesthetics with minimalist and monochromatic silhouettes and color palettes. The label aims for global attention with its trendy and unique designs that align with Gen Z consumers.
Shang Xia from China features apparel, shoes, and bags along with furniture, tea sets, and many more that prioritize luxury redefined by Chinese culture and craftsmanship rather than blatant opulence. Its minimalist touch is incorporated into every product created. The brand has also set its footprint in the European market through an outlet in France. It has a customer base who are rich and demand quality and artistic excellence.
Deepika Padukone has a minimalistic nature in her daily life. Her latest appearance with a baby bump featured her in quiet luxury apparel with a tailored structure and unique cuts. Be it in some costumes for Anant Radhika's wedding in India or the Cannes 2002 Jury look, she nailed them all with her simple yet elegant looks. She was recently seen in the outfits of Sabyasachi, Gauri & Nainika, Max Mara, The Frankie Shop, and Victoria Beckham. She is also endorsing for the furniture brand Pottery Barn.
Indian-based American Actress Freida Pinto is welcoming her motherhood with minimalistic grace. She attended the 16th Annual Golden Heart Awards in a subtle off-white suit set with a chic and empowering aesthetic created by Michael Kors with a pendant from Cartier. It was a combination of modern and classic style with a soft texture. She also admires the styles of Temperley London, Citizens of Humanity, Madewell, Ralph Lauren, Atelier Zuhra, and Rami Kadi.
Known for his lead role in Crazy Rich Asians (2018), Henry Golding still resembles a rich guy with an old-money aesthetic in his appearance. He once wore a quiet luxury olive-and-white suit from Boss paired with jewelry from David Yurman. There were no branding or logomaniac characteristics on the outfit. He has a wardrobe filled with brands including Manolo Costa, Ralph Lauren, Giorgio Armani, Brunello Cucinelli, Hugo and Boss.
When it comes to out-of-limelight appearance, Jung Ho-Yeon from Squid Games holds the South Korean streetsmart vibes with her simple looks. She often appears in oversized tees, crop tops, tailored bottoms, and statement jackets featured in neutral and dark shades. She wore costumes from Khaite, Alberta Ferretti, Louis Vuitton, Victoria Beckham, Isabel Marant, Lemaire, Magda Butrym, and Repossi.
Apart from his famous actor life, Ken Watanabe follows simple, minimalist, and comfortable styles. His looks involve tailored suits that are high in quality and attention to detail with a neutral color palette. His outfits in routine life include sweatshirts & pants, check shirts, denim, and other casual products. He is currently endorsing for Cartier.
Lilly Singh is popular for her model suits with bright and bold colors. But, little did we know, she has her unique tastes in quiet luxury too. She has used flushed neutral tones with shimmery soft-textured fabric and faultless tailoring that screams expensive and minimalist. Her recently preferred brands include Issey Miyake, Harbison Studio, Gucci, The Frankie Shop, Stella McCartney, Le Thanh Hoa, and Acne Studios.
The Casual Michelle Yeoh is a lot more different than the Red Carpet Michelle Yeoh. She is often seen in simple yet polished, timeless but casual outfits in her off-duty life. She has a well-versed knowledge in balancing her bold designer costumes for the events and the downtime casual-yet-wealthy lifestyle. She endorsed labels like Mikimoto, Giorgio Armani, Balenciaga, Bottega Veneta, and Lululemon Athletica.
Park Seo-Joon opts for a smart, out-from-college aesthetic. One of the looks displayed him in his warm blazers, straight-legged bottoms, and high zip-neck jumpers in neutral colors and classic structure, accompanied by a leather satchel. Another outfit involved loose jeans with a white vest and an oversized shirt. Just like his regular lifestyle, he follows a quiet, minimalistic fashion. He is supporting labels such as Kenzo, Ziozia, and Chanel.
Cover Image: Michelle Yeoh in Balenciaga, Henry Golding in Manolo Costa and Deepika Padukone in Gauri & Nainika, courtesy Michelle Yeoh, Henry Golding and Deepika Padukone's official Instagram Page.