Is Quiet Luxury Really Sustainable?

by Cara Senkel

There is a paradox that has shaped the fashion world in recent years: quiet luxury - the understated form of wealth that doesn't rely on conspicuous logos but focuses on craftsmanship and subtle elegance. While this trend is increasingly celebrated in the fashion world, the question arises: can quiet luxury really be sustainable? Although these pieces are often made from high-quality materials and are meant to be worn for years, the production process behind them is often opaque. The big question is, does this apparent luxury truly align with sustainable principles? Why does this matter? Because, as consumers, we must increasingly take responsibility for our purchasing decisions, and the fashion industry is at the heart of this discussion. This blog post argues that while quiet luxury may superficially appear to be a more sustainable alternative to fast fashion consumption, upon closer inspection, it raises several issues that cannot be ignored. It is not enough to rely on high-quality materials if the production conditions and corporate practices behind the scenes remain problematic.

Quiet luxury is often hailed as the sustainable answer to fast fashion. High-quality materials that supposedly last longer, show less wear, and make the purchase of cheap products unnecessary. Brands like Loro Piana or Brunello Cucinelli have established themselves as the epitome of sustainable luxury. But does a higher price and minimalistic design automatically mean better sustainability? Not necessarily. An investigation into the production practices of the luxury industry reveals that many of these brands produce in countries with poor labour conditions and weak environmental regulations. Additionally, the sourcing of materials like wool or cashmere is often linked to questionable animal safety practices. A report by Business of Fashion points out that while luxury brands are increasingly using sustainable materials, the production conditions are often far from transparent (Kent, 2023).

Transparency is a crucial element of true sustainability. While fast fashion increasingly offers more transparent supply chains, luxury brands often fall short when it comes to openness about their production processes. Brands like Gucci and Saint Laurent, which are part of the Kering Group, promote their sustainability efforts, but their rankings in the Fashion Revolution Transparency Index lag behind those of fast fashion brands like H&M (Fashion Revolution, 2023). This raises the question of whether the reputation of quiet luxury as sustainable is simply a marketing tool or if genuine efforts to reduce environmental impacts are taking place. Without solid evidence, these claims remain hollow. It is crucial for luxury brands to respond more strongly to the demand for transparency so that consumers can make informed decisions.

Another aspect often overlooked is the psychological effect that quiet luxury has on consumption behaviour (Hunsting, 2023). The high price of these brands suggests that purchasing their products aligns with a responsible lifestyle. But what does it really mean to buy an expensive product? While quiet luxury appears, at first glance, to be less consumption-oriented, the consumption is fueled here too not by mass production, but by exclusivity. This mindset leads to a constant elevation of individual status, prompting us to engage in even more consumption and possession. This contradicts the fundamental principles of true sustainability, which focus on reducing consumption and reusing resources. The Psychology of Luxury Consumption describes how luxury goods stimulate consumption and amplify perceptions of social status and belonging (Dubois/ Jung/ Ordabayeva, 2021).

There are deeper structural issues that should not be overlooked. The high quality and durability of the products are no guarantee of sustainable production or fair labour conditions. For genuine progress, the luxury industry must focus not only on the products themselves but also on improving production methods and implementing transparent, fair labour practices. Ultimately, it is essential for consumers not only to consider the aesthetics and price of a product but also to engage with the ethical and environmental implications behind it.

Biography:

Dubois D., Jung S., Ordabayeva N. (2021). The Psychology of Luxury Consumption. Current Opinion in Psychology, 39, pp82-87.

Fashion Revolution (2023). Fashion Transparency Index 2023: How transparent are 250 of the world’s largest fashion brands? Retrieved April 7, 2025 from https://www.fashionrevolution.org/fashion-transparency-index-2023.

Hunsting, M. (2023, Juli 9). Phänomen Quiet Luxury: “Reich” ist keine Stilbeschreibung, Retrieved April 9, 2025 from https://www.vogue.de/artikel/quiet-luxury?.

Kent, S. (2023, April 14). What the Quiet Luxury Trend Means for Sustainability. The understated allure of classic, high quality pieces dovetails with conscious consumption calls to buy less, but better. But brands are treating the idea as just another excuse to sell more clothes. Retrieved April 8, 2025 from

https://www.businessoffashion.com/articles/sustainability/quiet-luxury-fashion-sustainability-trend-greenwashing/.

BIO:

Cara Senkel completed her Bachelor’s degree in Fashion and Design Management at the AMD Academy of Fashion and Design in Düsseldorf. She has been working for two and a half years in the fashion industry at Buffalo Boots GmbH in Cologne, in the field of Product Management. She is currently pursuing her Master’s degree in Fashion Management at the AMD Academy of Fashion and Design in Düsseldorf.