Anish Melwani, CEO of LVMH US, believes the trend of 'quiet luxury' may be on its way out. Speaking at the Milken conference, he expressed annoyance at the term's prevalence in recent discussions. He highlighted Loro Piana and Fendi's historical approach to luxury, explaining how they have both embraced both quiet and logo-heavy styles over time. Melwani noted that the landscape of luxury is diversifying, and these brands reflect a heritage that creates desirability among discerning consumers. The popularity of minimalism has recently surged, influenced by media portrayals that shy away from overt branding.
"If you ask Loro Piana, they would say, 'We've been doing quiet luxury for 50 years.'... Fendi has had its periods where it's been heavily logoed and monogrammed."
"I think, hopefully, we're past the term quiet luxury, that was getting pretty annoying," said Melwani at the Milken conference.
"Bernard Arnault has recognized that customers who purchase luxury goods are not monolithic in what makes them feel accomplished."
Quiet luxury has been the dominant trend in fashion post-COVID-19, involving exquisitely tailored clothes leaning into minimalism and shunning logos.
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