Photo: Vogue Australia

The Shift from Quiet to Loud Luxury

After several years of favoring understated elegance, the luxury fashion world is witnessing a dramatic pivot toward bold logos, eye-catching designs, and overt branding. Industry analysts note this “loud luxury” trend marks a significant departure from the quiet, minimalist styles that dominated the market, signaling a refreshed creative direction as brands seek to reengage consumers.

Carole Madjo, head of European luxury goods research at Barclays, told CNBC, “Luxury fashion operates in cycles. After a period of quiet luxury, shoppers are craving novelty and visibility again.”

This sartorial evolution comes as luxury houses face mounting headwinds—from trade tariffs disrupting supply chains to cautious consumer spending following the post-pandemic boom.

Market Forces Behind the Reinvention

While ultra-luxe labels like Brunello Cucinelli, Hermès, and LVMH’s Loro Piana have weathered recent market fluctuations thanks to their wealthy clientele’s appetite for discreet, high-end craftsmanship, many brands find quiet luxury’s subtlety no longer resonates broadly. The rise of shows like HBO’s Succession had initially propelled a minimalist, discreet style, but today’s consumers are showing renewed appetite for statement-making pieces.

Yanmei Tang, analyst at Third Bridge, explained, “The diminished desire for many products is pushing major brands to rethink their creative strategies to stay relevant.”

Key Players Driving the Loud Luxury Comeback

Several iconic brands are leading this transformation:

• Burberry: Under CEO Josh Schulman, Burberry is embracing its British heritage with renewed vigor. Its checkered prints and trench coats, once diluted by knock-offs and management upheavals, are now pivotal to regaining brand appeal. CFO Kate Ferry noted that the heritage collection is “reigniting brand desire,” expanding Burberry’s luxury appeal across a broader audience.
• Gucci: Artistic Director Demna Gvasalia, known for his avant-garde approach at Balenciaga, is steering Gucci toward a bolder identity. The brand’s sales, particularly in China, have struggled recently, but Kering’s incoming CEO Luca de Meo, formerly of Renault, is expected to bring fresh branding expertise. Francesca Bellettini, Kering’s deputy CEO, promised a preview of Demna’s vision this September with a full collection launch slated for early 2026.
• Chanel, Versace, and Bottega Veneta: These fashion houses are shaking up their creative leadership and design directions to reflect the demand for more daring, eye-catching styles.
• Moncler: Known for its Genius collection that features rotating designers, Moncler is experimenting with fresh creativity to capture diverse consumer tastes.
• Prada: Prada’s CEO Andrea Guerra emphasized the brand’s versatility, stating, “Prada can be sporty, glamorous, and much more — it’s one of the few brands capable of playing multiple roles simultaneously,” highlighting adaptability as a key asset in today’s market.

Economic and Consumer Trends Influencing Luxury’s Evolution

The luxury sector faces multiple challenges:

• Trade Tariffs and Global Supply Issues: Increased tariffs have raised costs, complicating production and pricing strategies.
• Consumer Sentiment: Post-COVID caution and inflationary pressures have softened demand, especially for mid-tier luxury products.
• Competitive Landscape: Fast fashion’s growing sophistication and resale market shifts require luxury brands to differentiate themselves clearly.

Against this backdrop, loud luxury’s flamboyant logos and bold designs serve as both a marketing tool and a means to reclaim cultural relevance in an evolving marketplace.

What This Means for Luxury Consumers and Investors

For shoppers, this means a return to vibrant, recognizable fashion statements that convey status more conspicuously. For investors, the shift may signal a rebound opportunity as brands renew relevance and spur demand. Barclays’ research shows visible luxury tends to perform strongly during periods when consumer confidence is rebounding, suggesting potential growth ahead.

A New Chapter for Luxury Fashion

As luxury houses transition from understated to bold, the industry is entering a new phase marked by creativity, strategic leadership changes, and a renewed push to capture consumer attention in a crowded marketplace. With major brands like Gucci, Burberry, and Prada leading the charge, loud luxury is poised not only to reclaim market share but also to redefine modern luxury for the next decade.

‍