The Myth of the Return of Maximalism: Why Quiet Luxury Still Reigns

Maximalism does not replace ‘quiet luxury’: both trends coexist, reflecting style choices and sophistication in contemporary consumers.

In a media landscape eager to declare the end of ‘quiet luxury’ and the return of maximalism, it is essential to analyse the fashion scene with a critical and well-founded perspective. Recently, Vogue Arabia suggested that maximalism is on the rise, citing reports from Pinterest and runway examples from houses like Thom Browne and Simone Rocha—brands that have historically embraced a theatrical and exaggerated aesthetic. However, using these examples to argue for a widespread trend is a misleading interpretation.

The maximalist nature of Thom Browne and Simone Rocha does not indicate a paradigm shift but rather reflects their brand DNA. These fashion houses have built their identities around an exuberant artistic vision long before any declarations about the end of ‘quiet luxury’. Meanwhile, understated luxury has not disappeared; it has evolved and solidified as the most sophisticated and conscious choice for the modern consumer.

Despite the enthusiasm surrounding so-called ‘dopamine dressing’, data from Lyst and The RealReal reveal a steady demand for minimalist and timeless pieces. According to Lyst’s 2022 report, from November of that year, there was an increase in searches for neutral tones (+34%), white shirts (+40%), leather loafers (+70%), and wide-leg tailored trousers (+25%)—all pointing towards a more understated approach to luxury.

Similarly, The RealReal’s 2024 annual report highlights that consumers are increasingly interested in high-quality, long-lasting pieces, with a rise in sales of fine jewellery and discreet luxury items.

Brands such as The Row, Jil Sander, Brunello Cucinelli, Victoria Beckham, and Calvin Klein continue to set the standard with their focus on exceptional quality and elegant discretion. This shift towards quiet luxury reflects a profound cultural change—the desire for authenticity and sustainability, particularly among Generation Z.

Contemporary fashion is not a battle between maximalism and minimalism but rather a spectrum where both aesthetics coexist. However, ‘quiet luxury’ continues to lead in terms of value and cultural relevance, offering a subtle sophistication that does not need to shout to be heard. In a world oversaturated with images and digital noise, understated luxury remains the most powerful and enduring choice.

Thus, both trends will coexist in the market, as there is room for both approaches. However, declaring that something is on the rise solely due to its presence on the runway is an oversimplification that does not reflect the complexity of today’s luxury consumer. While maximalism may capture attention and attract a specific audience, ‘quiet luxury’ continues to reign with unwavering elegance, establishing itself as the choice for those seeking timeless sophistication and cultural relevance.