Image Credit: Milan, Italy – February 22, 2018: Fashionable girls wearing Fendi clothing posing after Fendi fashion show during Milan Fashion Week – street style concept.
By: agcreativelab | Adobe Stock
The fashion world is turning up the volume. After years of “quiet luxury” — think understated silhouettes and muted branding — luxury houses are leaning into big logos, bold prints, and distinctive designs. Industry analysts say the shift marks a return to “loud luxury” as brands battle soft consumer demand, tariff pressures, and post-pandemic fatigue.
A wave of leadership changes is driving the transformation. Gucci, Chanel, Versace, and Bottega Veneta have all brought in new creative leads. At the same time, Kering’s incoming CEO, Luca de Meo, is expected to bring a fresh perspective to the group’s strategy. Gucci’s new artistic director, Demna Gvasalia, will debut his vision in September, with a full collection rollout in early 2026.
Burberry is already embracing the trend. CEO Josh Schulman has revived the label’s signature check, reintroducing it through statement heritage collections. CFO Kate Ferry says the move is “reigniting brand desire” and positioning Burberry for broad appeal after years of inconsistent leadership and diluted brand identity.
Not every luxury name is going loud. Ultra-luxe brands like Hermes, Rolex, and Cartier continue to thrive with understated craftsmanship, sustaining higher price points even as others pull back. Analysts warn that more modest pricing strategies may be key for struggling brands to win back shoppers who balked at pandemic-era price surges — in 2022 alone, average luxury prices rose a record 8%.
The divide is widening: quiet ultra-luxury at the very top, and bold, more accessible styles for a broader audience. For mid-tier luxury, louder branding could be a win. As Barclays’ Carole Madjo notes, “It could be less of an issue to show off this product, because it is still a bit more affordable compared to some other brands.”
Whether loud luxury becomes a lasting era or just the next cycle, the goal is clear: restore desirability, inject freshness, and reconnect with shoppers who have been keeping their wallets — and their wardrobes — quiet.
Read the full article for more on how this shift is reshaping luxury fashion.
