Move over mob wife, say goodbye to dopamine dressing and so long to logomania, it seems when it comes to trends in 2024 it is all about “quiet luxury”. From opting for classic shape bags (or The Clossic – cost of living classic – as we’re calling it) to a less is more when it comes to our skin and opting for vintage scents rather than on trend perfumes, could this spell the end of fast fashion and internet fads for good?
Quiet luxury as a trend has been gaining popularity throughout the whole of 2024, throughout award season we saw lots of celebrities opting for natural skin and a less is more approach to hair and makeup, but it seems it is now also trickling down to our clothing choices with more and more of us are scaling back on our fashion and beauty looks towards a more capsule, classic look.
To find out why “quiet luxury” is the look du jour and how you can get on board with the trend, we have asked a number of experts to explain it all.
Experts Featured in This Article
Lisa Illis is head of design at M&S
Dr Haroon Hamid is a dermatologist at Haus of Skin clinic London.
Lara Grayson is a highly experienced freelance fashion and celebrity stylist based in London. With over a decade of industry expertise, she has worked across editorial, commercial, and television platforms.
What Does Quiet Luxury Mean for Fashion?
“Quiet luxury is about feminine, timeless style, but it’s also about making smart choices,” says Lisa Illis, Head of Design at M&S. “By investing in fewer, higher-quality pieces and caring for them properly, you can create a wardrobe that lasts a lifetime, both in terms of durability and style.”
This may all sound well and good but unless you’re a fashionista it can be difficult to understand what this means in practical terms. As far as the team at M&S are concerned it is all about building a capsule wardrobe around luxury fabrics, such as wool, cashmere, leather and silk. By focusing on key pieces rather than multiple outfits you look polished while also wearing fabrics that are breathable, hardwearing and tactile.
Investing in pieces does mean spending more initially but rather than put them on Vinted once you’ve worn something once there is a move towards the traditional school of thought of make do and mend. This has even resulted in the high street giant teaming up with SOJO a door-to-door repair service.
But where should you invest? According to a recent survey conducted on behalf of M&S, outerwear takes the crown, with 31% of respondents suggesting they spend the most on coats and jackets, followed by tops (28%) and dresses (21%). The right coat has the power to elevate an entire outfit, adding an effortless touch of sophistication while ensuring comfort and warmth. Whether it’s a classic trench or a tailored wool piece, investing in quality outerwear is a surefire way to enhance your wardrobe for years to come.
What Does Quiet Luxury Mean for Accessories?
With bags like the classic Longchamp La Pilage and Louis Vuitton Neverfull gaining popularity, it is clear we are also over trend-led mini bags which are all about style over substance. We are also looking for accessories we can wear both day and night, without the need to switch. “The trend comes from the consumer wanting more versatility and practicality with our arm candy, we want one bag size that fits all,” Lara Grayson, fashion stylist, previously told PS UK. “We don’t want to change handbags to match our outfits, that is why the classic always wins.”
“We have definitely seen a shift towards more practical arm candy too,” Grayson tells PS UK. “Designers have also showcased more timeless designs that are also more versatile and can work around the lifestyle of always being on the move.”
What Does Quiet Luxury Skin Mean?
Quiet luxury is basically your skin but better. Think Lily Collins on the red carpet showcasing how you can do no makeup-makeup and still look finished and done. The idea is that you should still look like you, embrace your natural texture, wrinkles and crow’s feet, but also look like you’re having your best skin day every day. Dr Haroon Hamid, Dermatologist at Haus of Skin clinic London, previously told PS UK the trend has also been spurred on by the likes of Khloé Kardashian, Kylie Jenner and Courteney Cox, who have all reversed and dissolved much of the work they had previously. This has resulted in a discernible push towards natural skin care regimes. “These approaches prioritise enhancing one’s natural features,” says Dr Hamid. “Creating the underlying structure that is lost during the aging process instead of relying solely on fillers or botox to ‘paper over the cracks’.”
He also believes “quiet luxury” skin means looking at skin through a more holistic and health focus. “We are seeing an increase in diet and lifestyle changes with supplementation to drive inwards change to create a healthier outer glow,” he tells PS UK. “Embracing holistic treatments for skin rejuvenation, such as the Sofwave face and neck lift, underscores the beauty of feeling proud in the skin you’re in.
What Does Quiet Luxury Perfume Mean?
When it comes to scents it’s true there always seems to be a new seasonal trend, for summer we had solar scents and autumn has been all about the cherry, yet it appears some of the classic perfumes from some of the big fashion houses like Dior and Chanel are really leading the way with the quiet luxury trend.
Chanel Chance (£88) was originally released 22 years ago and Dior J’adore EDP (£72) 26 years ago, yet both are having a revival amongst Gen Z who are opting for these types of signature scents over new zeitgeist fragrances like Baccarat Rouge, which saw a massive shift in popularity a few years ago.
As Coco Chanel famously said: “Simplicity is the keynote to all true elegance.” And it seems for 2024 this definitely remains true.
Lauren Ezekiel (she/her) is an associate editor at PS UK, where she writes about all things beauty and wellness. With a degree in journalism she began her career in 2008. Lauren is obsessed with skincare, hair and makeup. A mum of two, Lauren is an advocate for the benefits of beauty and self-care for your mental well-being, which inspired her award-winning charity initiative We C U 2020. Her work has been published in Grazia, OK!, Health & Beauty, The Sun, Asda, Dare and Metro.
