Back in the 2010s, fashion was loud. Wealth was displayed in the largest possible fonts, and logos were everywhere; your outfit had to scream its price tag. Labels like Gucci and Balenciaga took center stage with their bold branding splashed across everything from sneakers to hats.
But now, Gen Z is whispering instead of shouting. Welcome to the era of ‘Quiet Luxury’ — where elegance is not broadcast with logos but expressed subtly with tailored fits, timeless silhouettes, and muted palettes. This trend is said to be pioneered by brands like The Row or Lora Piana, who preach restraint over recognition.
If you know, you know. And if you do not? Well, that’s kind of the point.
Most Indian kids would agree that we have seen this before. We have grown up watching our grandmothers wear handwoven tussore silks, elegantly draped Banarasi saris, and soft Chanderi cottons, all neatly folded inside their wooden almirahs. There was never a brand name in sight, and yet, every thread spoke of heritage, pride, and impeccable taste. In essence, their wardrobes were the original quiet luxury.
This new trend has not flown in from New York or Milan, it has been sitting silently in Indian homes for decades, just waiting for the world to catch up. And now, a wave of Indian designers are translating our legacy into garments that, although modern, carry within them the soul of tradition.
Take raw mango, for example. The brainchild of Sanjay Garg, known for their Benarasi saris, Chanderi tissue, and subtle zari work. They view fashion not as a spectacle, but as a show of grounded opulence depicted through tone, texture, and storytelling.
Eka, founded by Rina Singh, offers a wardrobe that breathes. An earthy colour palette, along with flowy, oversized silhouettes. These clothes do not clamour for attention — they simply exist, soft, fluid, and full of care.
So why does this aesthetic strike such a chord with Gen Z?
Dopamine dressing and fast fashion were the norm for this generation; quiet luxury offered them a reset. It spoke to their demand for authenticity, sustainability, and self-expression. Gone are the days when people were interested in loud status symbols; now, they want their clothes to have a story woven into them. A handspun khadi co-ord or a corset made from grandma’s Benarasi is not just stylish; it is filled with intent.
In a world that feels incredibly overstimulating at times, quiet luxury is the fashion equivalent of turning the volume down — a return to calm.
Amid global chaos, Gen Z seems to find comfort in the nostalgia of home as they turn from invention to inheritance. Embracing garments that carry memory and meaning. Quiet luxury is not just a trend; it is a return, a return to roots, to craft, to clothing that holds stories of generations within its seams.
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