Follow us

Menu
PARTNER WITH USFREE NEWSLETTER
VISIT TheIndustry.beauty

Online searches for ‘quiet luxury’ reach highest peak thanks to hit TV series

Chloe Burney
17 April 2023

Skyrocketing online searches for 'quiet luxury' and 'old money style' point to logo-clad fashion officially becoming a thing of the past as minimalism paves the way for the future. 

New research, conducted by retailer Karen Millen, suggests that ostentatious displays of wealth and luxury fashion is no longer trending.  Searches for 'quiet luxury’ have exploded by 373% over the last month to an all-time high. The data also reveals that searches for ‘stealth wealth' have increased by 334% over the last month, and 'old money style' searches have leaped by 568% over the last year.

Phoebe Philo and the Olsen twins seemingly pioneered the way for minimalism and quiet luxury, but why have these trends reemerged so significantly in the past month? Though there has recently been a shift to low-key designer collections on the runway, it is notable that season four of the TV show Succession recently began airing.

Succession depicts the super-wealthy in well-made designer clothing with minimal branding. Here we see popular culture continue to shape the future of fashion, leading to over 6,100 monthly searches for 'quiet luxury'.

Fashion experts at Karen Millen analysed which actresses received the highest number of combined monthly searches for fashion, hair, and make-up-related terms. Experts unveiled that Shiv Roy's style in Succession (pictured) is the most influential, based on an estimated 3,240 monthly searches.

Shiv Roy’s clothing, hair, and make-up are the highest of any Succession character and any corporate woman in a running TV show. According to Google search data, the phrase 'Shiv Roy outfits' was searched approximately 1,180 times monthly.

A spokesperson for Karen Millen commented: "Succession has brought some major fashion moments to our screens. The ‘quiet luxury’ trend has become popular with some key moments in 2023. There has been a consumer shift, focusing less on wearing branded pieces (logomania) and instead on the cut, design, and quality of clothing. The trend has gained steam with the coverage of the Paltrow ski trial and noticeable change on the catwalk and red carpets where necklaces disappeared.

The quality of the garment should do the talking, not the brand's logo. TV shows like Succession feature wealthy characters wearing chic clothing but without the obvious designer tags that we're used to seeing. These characters feel no need to flaunt which brand they're wearing."

Free NewsletterVISIT TheIndustry.beauty
cross