After years of subtle elegance dominating the fashion world, “loud luxury” is making a bold return. With high-end brands struggling to regain their footing amidst economic challenges and shifting consumer preferences, analysts say the era of quiet luxury is giving way to statement styles, large logos, and distinctive designs. This sartorial shift has the potential to redefine the luxury market as brands seek to stay relevant and desirable.
The New Era of Loud Luxury
Following a post-pandemic slowdown that saw luxury goods sales dip due to trade tariffs and softer consumer sentiment, fashion houses are rethinking their creative strategies. Quiet luxury—a trend championed by understated, discreet designs—rose to prominence in 2022, partly fueled by the success of HBO’s Succession. However, the pendulum is now swinging back toward bold branding and eye-catching designs.
“Luxury fashion is a cycle,” says Carole Madjo, head of European luxury goods research at Barclays. “Now, with quiet luxury being a few years old, you want something else. Bringing newness and novelty is now the focus.”
Industry Shake-Up: Creative Directors and New Leadership
Luxury giants like Gucci, Chanel, and Versace are leading the charge by appointing fresh creative directors to breathe life into their collections. Gucci, for example, has turned to Demna Gvasalia, known for his edgy and boundary-pushing designs. His leadership is expected to bring a bold new vision, with the first glimpse of his collection set to debut in September 2025.
Similarly, Burberry is embracing its British heritage under CEO Josh Schulman. The brand’s signature check print and trench coats are making a strong comeback, reigniting consumer interest. CFO Kate Ferry noted that Burberry’s statement heritage collection is positioning the brand as a “luxury label with broad universal appeal.”
Adding to the shake-up is Luca de Meo, Kering’s soon-to-be CEO, who is expected to bring an outsider’s perspective and branding expertise to help brands like Gucci reclaim market share.
Ultra-Luxe Brands vs. Affordable Luxury
While some high-end brands like Hermes, Rolex, and Cartier have weathered economic challenges with price increases, other labels have struggled to maintain consumer interest. UBS’s Evidence Lab reports that luxury goods prices rose by a record 8% in 2022, creating a divide between ultra-luxe brands and relatively more affordable labels.
Brands adopting a “loud luxury” strategy may benefit from this divide. According to Luca Solca, global luxury goods sector head at Bernstein, brands with moderate pricing strategies could gain traction among consumers seeking high-end products that are still accessible.
“High-end soft luxury brands have increased their prices a lot,” Solca explains. “[But] brands with a more moderate pricing approach are doing well [and] could benefit from this middle ground.”
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