In the contemporary realm of fashion, where flashy and logo-heavy dresses steal the spotlight, a silent revolution is silently emerging, carrying immense promise for the Global South. It is called ‘quiet luxury’, fostering a wind of change in an industry that has long grappled with environmental and ethical criticism. Quiet luxury stands as a testament to the supremacy of quality, craftsmanship, and timeless design while avoiding the tone of extravagance and excessive consumption.
It seeks to craft garments and accessories that not only captivate with their aesthetic charm but also stand as symbols of sustainability, ethics, and enduring excellence. This new model is quite contrary to the prevailing fast fashion movement that has reigned the apparel industry for decades.
The estimated global market size for quiet luxury was around $100 billion in 2022. By 2025, the market is expected to grow to $150 billion. Asia-pacific is considered the largest market, followed by North America and Europe . The rising trend for this market is evident by different study findings. For instance, in 2023, stores around the globe purchased products bearing a logo 22 percent less than that of the period in last year. Interestingly, the volume of products with logo had increased by 32 percent in the same year.
In South-Asia, notably in India, this market is growing quite fast. In 2022, the quiet luxury market in India was estimated to be worth $10 billion. Indian industry-insiders are expecting this trend to be growing to $15 billion by 2025. In South-Asia, there are a few underlying factors responsible for the growth of the quiet luxury market. First and foremost is the increasing number of upper-middle class segment who are inclined to having dresses ensuring quality and craftsmanship. Then comes the rise of social media which is enabling fashion-conscious consumers to discover quiet luxury brands.
Perhaps one of the most one-of-a-kind prospects of quiet luxury for the Global South is its potential to stimulate sustainable fashion practices. Often, nations in this part of the world bear the brunt of the negative consequences of fast fashion, from exploitative labor practices to environmental damage.
Embracing quiet luxury implies a paradigm shift towards production methods that embrace both sustainability and ethics.
Quiet luxury unfolds the possibility of local materials and craftsmanship, offering a gateway to small-scale artisans and producers in the Global South. This not only steers economic growth but also serves as a promoter of traditional skills and wisdom that form the foundation of numerous rural communities. Across various corners of the Global South, a treasure trove of artisanal craftsmanship awaits discovery. As it exclusively focuses on quality and artistry, quiet luxury brands strive to explore the potential to harness this pool of indigenous talent, giving local artisans the opportunities for meaningful livelihoods and equitable wages.
Furthermore, the unique feature of quiet luxury is that it focuses on unique, handcrafted creations over mass-produced fashion items. This approach befits the artisans of the Global South, enabling them to shine on a global stage, showcasing their skills and cultural heritage. It stands as a much-needed departure from the long-practiced ubiquitous, factory-driven fashion that has made traditional craftsmanship declined in many regions.
At the core of the quiet luxury movement lies a strong commitment to ethical production practices. Brands adhering to this ethos place fairness in wages, secure working conditions, and transparency within the supply chain at the forefront. In the Global South, where labor exploitation remains a rampant issue, the adoption of these ethical principles holds the potential for transformative change. With the advent of quiet luxury, the Global South can enforce improved working conditions for its labor force. This movement carries the potential to improve the lives of garment workers and their families, sowing the seeds of social equity and economic stability.
Quiet luxury simultaneously challenges and recasts the so-called pattern of luxury, often bound to western benchmarks. It casts the spotlight on quality, sustainability, and cultural authenticity, extending a fresh perspective on the essence of luxury within the Global South. Moreover, local designers and brands that embrace quiet luxury possess the capacity to tap into the mixture of cultural diversity characterizing the Global South. They can craft products that resonate with a global audience while preserving and promoting their distinctive cultural heritage. This not only fosters a profound sense of pride but also supplements the perception of luxury goods originating from the Global South.
In a nutshell, quiet luxury isn’t just another short-lived fashion trend; it represents a profound movement stuffed with positive changes for the Global South. By embracing quality, artistry, sustainability, and ethical production practices, quiet luxury possesses the potential to compliment local artisans, spearhead the cause of sustainable fashion, and redefine the very essence of luxury within the Global South. As consumers worldwide become increasingly conscious of their choices, an unprecedented opportunity emerges for the Global South to seize a leading role in shaping the future of the fashion industry.
By championing the principles backed by quiet luxury, values that harmonize with philosophies of equity, sustainability, and cultural authenticity, this movement could catalyze a transformation within the fashion landscape of the Global South, ushering a positive change that touches the lives of countless indigenous artisans.
