The idea of indulgence, exclusivity, and status has always strung along with the conception of luxury. But in recent years, the world of luxury has witnessed a fascinating turn towards a path considered more meaningful and enduring – sustainability and quiet luxury. These two ‘trends’ are reshaping how we perceive and experience luxury – a unique mix of subtlety, elegance and ethical awareness, both globally and in India.
Quiet Luxury: The Less The Luxurious
Remember the days when “the more” was perceived as “merrier?” Well, those days are fading. Quiet luxury is all about embracing the timeless piece produced from high-quality material without flashy logos or lavish embellishments. It is the luxury that is ‘less’, that whispers and does not shout, that is discreet and does not flash into your eyes. The focus is on the craftsmanship, the feel of the fabric, and the subtle details noticed by only discerning eyes.
Brands that champion quiet luxury – like Loro Piana, The Row, and even Hermès – create items that are about personal pleasure and elegance rather than external validation. It’s a way of saying, “I know this is luxury, and that’s enough.” The consumers of quiet luxury believe it to be empowering to be wearing something luxurious that doesn’t scream its price tag but rather speaks through its quality and style. It’s fashion that is timeless, both in durability and aesthetic appeal.
Why the shift? It turns out that many luxury buyers are looking for more than just status symbols and also redefining the idea of status symbols. They want pieces that align with their values and personal tastes, rather than what’s trendy or recognisable to the masses. The exclusive pieces are crafted in a discreet manner that is also recognised by only fashion enthusiasts with a certain ‘taste’. This trend reflects a broader psychological shift toward self-expression, where the wearer defines luxury along with their exclusive knowledge of the brand’s characteristic traits, not the brand’s logo plastered all over their outfit.
Sustainability: Luxury With A Conscience
Sustainability and luxury might seem like a strange duo, but now they are becoming inseparable. Once, luxury fashion was synonymous with excess – think rare material, exotic skins, and detailed, resource-intensive production process. But now, with ethical awareness, there’s a growing demand for luxury that doesn’t cost the planet.
Even though using eco-friendly materials is a huge part of sustainable luxury, that's not it. It also entails creating products with a longevity mindset as opposed to fast fashion – pieces that can be worn for years and used as heirlooms rather than discarded after a few summers. By incorporating organic fabrics and reducing waste, brands like Stella McCartney and Gucci are pioneering this movement, ensuring that their production processes are as green as possible.
There’s a similar trend in the world of luxury travel. Eco-friendly options are now offered by high-end resorts and experiences that allow guests to enjoy guilt-free luxury. It ranges from resorts committed to low-impact, sustainable tours that focus on authentic, immersive experiences to conservation and community involvement. The ultimate luxury being – knowing you’re making a constructive impact while still experiencing world-class comfort.
The Psychology Of The Shift
So, why are people making this switch from loud, logo-painted luxury to quieter, more sustainable alternatives? There’s an increase in awareness of the environmental crises we’re facing, from climate change to deforestation, and consumers are rethinking their choices. People want to feel good about what they buy – articles that align with their values and not just look or feel good. Luxury buyers today are looking for deeper meaning in their purchases, and sustainable, quiet luxury provides just that.
Additionally, the past decade has seen a growing disinterest in flashy status symbols. Instead, there’s a new appreciation for subtlety, craftsmanship, and exclusivity without the noise. This “stealth wealth” mindset is more about personal pleasure and refinement and less if not overtly seeking validation from others.
In a way, this reflects a broader cultural shift toward mindfulness and intentionality. With the increased focus on experiences, values, and authenticity, the approach to luxury has shifted too. Quiet luxury aligns perfectly with this shift, offering a kind of personal indulgence that feels both sophisticated and ethical.
India’s Rich History Of Sustainable Fashion
Interestingly, India has a long tradition of sustainable production that predates the current global sustainable movement. For centuries, India has produced exquisite textiles and handcrafted goods using eco-friendly methods. Khadi, for example, a sustainable fabric hand-spun and handwoven by Indian artisans for generations is now finding its way into modern luxury fashion, embraced for its beauty and sustainability.
Luxury brands in India are also increasingly resorting to the country’s rich artisanal heritage to create luxurious pieces that are deeply connected to culture and sustainability. With the amalgamation of traditional techniques with modern aesthetics, designers like Sabyasachi and Raw Mango are offering collections that showcase Indian craftsmanship at its finest. These designs cater to global tastes while attracting consumers who value ethical fashion.
Even in the travel sector, India is pioneering sustainable luxury tourism. Eco-resorts like Suján Jawai and Evolve Back offer exclusive, high-end experiences rooted in conservation efforts and cultural immersion. While indulging in the finest amenities, the guests can enjoy the extravagant nature, contribute to wildlife protection, and engage with local communities.
Quiet And Sustainable Luxury: The Perfect Duo
Quiet luxury naturally aligns with sustainability as both concepts focus on quality, longevity, and mindfulness. When you choose a piece that’s finely crafted, designed to persist, and made with care for the planet, rejecting the fast consumption culture that dominated for ages, you’re opting for something truly extraordinary.
In this sense, quiet luxury and sustainability aren’t just trends if induced within the lifestyle –they’re part of a larger shift in how we think about consumption, luxury, and our place in the world. Whether it’s a timeless coat, an eco-friendly resort stay, or a handcrafted piece of accessory, this new kind of luxury is about choosing quality and meaning over quantity and flash.
The Future Of Luxury
With the prioritisation of sustainability and personal values, the luxury sector is likely to see even more of this shift toward quiet, thoughtful, and ethical luxury. Brands that can balance durable elegance with sustainability will be at the helm of this evolving market.
Ultimately, the future of luxury isn’t just about indulgence – it’s about intention. Be it fashion or travel, experiences and products that reflect both exclusivity and ethical integrity are redefining the new luxury. And in a world increasingly looking for meaning, this new luxury is leading the way.
The author is Founder, SPAF & MASH
