Magazine Layout - FINISHED 1

FRAEM

July 15, 2025 July

Interview Sofia Richie Grainge Shares Her Go- To Outfit Formula And Ultimate Fashion Icon - Madeline hirsch

the quiet rise of quiet luxury - hype of the future?

- marcel melzig

TABLE

of

Contents

04 | Fraem Main Story- The Quiet rise of quiet luxury - hype or the future?

06 | interview- sofia richie grainge shares her go- to outfit formula an dultimate fashion icon 08 | The 11 best quiet luxury handbags worth investing in” - who what wear 10 | meet the modern masters of minimalism

2

3

The Quiet Rise of Quiet Luxury - Hype or the Future?

Loud Logos Are Out. Stealth Wealth Is In. For years, luxury fashion was a shouting match. Oversized logos plastered across chests, bags emblazoned with monograms, and hype-fueled collaborations — like Supreme x Louis Vuitton or Gucci’s maximalist renaissance — dominated the scene. The formula was straightforward: bigger, bolder, and more branded equaled more desirable. Status wasn’t just worn; it was broadcasted. Now, the tide has turned. In 2024, the wealthiest consumers — those who don’t need to prove anything to anyone — are flipping the script. The ultimate power move today? Wearing something so subtle, so refined, that only those “in the know” catch the signal. Call it quiet luxury, stealth wealth, or understated opulence — this shift is rewriting the rules of the game. But is this a permanent redefinition of luxury, or just another fleeting turn in fashion’s endless cycle? Let’s dive in.

The Era of Loud Logos: A Look Back Luxury wasn’t always quiet. For decades, it thrived on visibility. In the early 2000s, logomania hit its peak — think Louis Vuitton’s Takashi Murakami multicolored monograms or Gucci’s double-G belts flashing from every hip. The 2010s doubled down with streetwear collabs and hype drops, turning luxury into a performance of excess. Balenciaga’s Triple S sneakers and Versace’s baroque prints became trophies of taste, signaling wealth through sheer audacity. This worked — until it didn’t. As logos became ubiquitous, their exclusivity eroded.

Affordable knockoffs flooded the market, and entry-level branded accessories (think keychains or wallets) brought luxury to the masses.

What was once a marker of elite status morphed into a commodity, leaving the ultra-wealthy searching for a new way to stand apart.

Why Quiet Luxury Is Winning Today, luxury isn’t about shouting to the crowd — it’s about whispering to the right people. The ultra-rich are trading logo-heavy flexes for pieces that exude quality, craftsmanship, and timelessness. Here’s why this shift is resonating in 2024: Discreet, High-Quality Craftsmanship Over Logo-Heavy Designs Brands like Loro Piana don’t need logos — they let their materials do the talking. Take their vicuña wool, sourced from Andean highlands at $2,000 per yard, or their baby cashmere, harvested from Mongolian goat kids. It’s luxury you feel, not see— a secret handshake for connoisseurs. While exact 2024 sales aren’t public, their last reported revenue of €1 billion in 2019 likely grew, given their alignment with the quiet luxury boom.

Tailored, Timeless Pieces Instead of Trend-Driven Statements The Row, founded by Mary-Kate and Ashley Olsen, has mastered this. Their $5,000 cashmere coats lack branding, yet their precise ailoring and buttery fabrics scream sophistication. As a private company, sales figures aren’t disclosed, but their 2024 sample

4

February 28, 2025

Winning Brands sale in NYC saw lines stretching 26 hours, per social media buzz, signaling insatiable demand.

Loro Piana, Brunello Cucinelli, The Row Heritage and Exclusivity Over Mass-Market Appeal Stealth wealth pioneers are cashing in. Loro Piana’s €1 Brunello Cucinelli leans on its Italian roots, employing billion (2019, likely higher in 2024) reflects its material Umbrian artisans to handcraft sweaters retailing for mastery. Brunello Cucinelli’s €1.28 billion (up 12.2%) $3,000+. It’s a story of tradition and scarcity, and it’s pay- and The Row’s sold-out $6,500 Margaux totes show quiet ing off — 2024 revenues hit €1.28 billion, up 12.2% from luxury’s dominance.

2023, defying the luxury slowdown.The data backs this Bottega Veneta up. LVMH’s fashion group, including quiet luxury stars Under Matthieu Blazy, Bottega’s logo-free bags held €1.5 like Celine and Loewe, contributed to the conglomerate’s billion in 2024 sales (down 10%), proving subtlety sells €63.5 billion in 2024 sales (up 9%). Meanwhile, Kering’s even in a tough market.

Bottega Veneta held steady at €1.5 billion, down 10% Hermès but resilient with its no-logo intrecciato bags (starting at The OG of understated luxury, Hermès soared to €15.2 $2,800). Even Gucci, once logomania’s poster child, saw billion (up 15%), sticking to artisanal roots while others a stark 23% sales drop to €7.7 billion in 2024 as it pivots floundered. to a subtler aesthetic under Sabato De Sarno. So, is this a Struggling Brands backlash to logo fatigue — or a deeper evolution in what Balenciaga luxury means?

Once hype’s king with $1,000 hoodies, Balenciaga’s 2024 The Driving Forces Behind Quiet Luxury sales (part of Kering’s €3.5 billion “Other Houses,” down This isn’t just a fashion whim; it’s a response to seismic 9%) reflect a rocky pivot post-2022 scandal. cultural and economic shifts in 2024. Here are the key Gucci drivers: After Alessandro Michele’s logo reign, Gucci’s 2024 1. Wealth Gap & Economic Uncertainty The ultra-rich are richer than ever. Forbes’ 2023 Billion- reboot tanked — €7.7 billion, down 23%. De Sarno’s quieter vision struggles to stick. aires List hit 2,640 names with $12.2 trillion — likely Burberry higher by 2024 as wealth concentrated further. Meanwhile, the middle class shrank, battered by inflation. This Flat at €3.4 billion in fiscal 2024, Burberry’s upmarket divide splits luxury into two lanes: logo-driven status. or shift under Daniel Lee lags, caught between heritage and aspirational buyers, and stealth wealth for the elite who hype.

Is Quiet Luxury the Future — or Just a Trend? don’t need to flex. Hermès, with €15.2 billion in 2024 sales (up 15%), thrives here — its $12,000 Birkin Fashion loves a pendulum swing — 1980s glitz to 1990s minimalism, then 2000s logomania. Are we just in the bags are discreet indulgences, free of social baggage. “quiet” phase before excess returns?

2. The End of Hype Culture?

The hype machine — think Balenciaga’s $2,000 sneakers Maybe — but 2024 hints at permanence: or Gucci’s logo-soaked tracksuits — ran out of steam in Sustainability: A 2023 Bain report (still relevant) says 2024. Consumers, especially Gen Z and Millennials, are 70% of luxury buyers want eco-friendly options. Timesavvier, with social media exposing overhyped drops as less pieces like a $4,000 Cucinelli blazer outlast fast gimmicks. gimmicks. A 2023 McKinsey report noting fashion.

62% of luxury buyers prioritize “authenticity” holds true Digital Fatigue: In an always-on world, discretion is the — Hermès’ waitlist-driven model and Bottega Veneta’s flex — Hermès’ €15.2 billion proves it. €1.5 billion (down 10%) prove craftsmanship outlasts Economic Polarization: Wealth concentration (Forbes’ clout. $12.2 trillion in 2023, likely more in 2024) pushes the 3. Pop Culture’s Influence elite away from mass-market logos.

Hollywood’s on board. Succession’s Shiv Roy rocked Yet fashion’s fickle. Gen Z, raised on Supreme drops, Loro Piana knits and Max Mara coats, logo-free power might reignite hype. Still, a 2023 Vogue Business survey moves.

(45% of 18–24-year-olds valuing “craftsmanship” over Gwyneth Paltrow’s 2023 courtroom looks with The Row “visibility”) suggests staying power. and Celine turned legal drama into a quiet luxury show- What’s Next? case. Beyoncé’s 2023 Renaissance Tour swapped Versace Quiet luxury ruled 2024, but fashion never sits still. glitz for custom Loewe minimalism. In 2024, this mind- Brands like Hermès (€15.2 billion, up 15%) and Brunelset deepened — understatement is radical in a TikTok lo Cucinelli (€1.28 billion, up 12.2%) — built on timeflex world, making privacy the ultimate luxury. lessness — will endure. For logo giants like Gucci (€7.7 Who Wins, Who Loses? billion, down 23%), the reset is now or never.

The 2024 shift redrew the luxury map. Here’s who’s thriving — and who’s scrambling: - Marcel Melzig

5

Sofia Richie Grainge

By: Madeline Hirsch

Shares Her Go- To Outfit Formula

and Ultimate Fashion Icon Where She Starts Planning Her Outfits

The Outfit She’ll Never Forget

“How I’m feeling that day or sometimes a favorite jewelry or fashion piece I’ve “Probably the Rodarte recently purchased. Sculpted Bable has dress I got engaged in!” become a staple piece for my wardrobe.

Whether I’m wearing a T-shirt and jeans Her Ultimate or getting dressed up for a night out with Elliott, ‘ll wear a few rings or bracelts Fashion Icon from the collection. Something about the high-quality feel and look of the bracelet “Jackie Kennedy.” gives me confidence and makes me feel powerful.”

September 5, 2023

The Last Thing She Adds to Her Outfit Before Heading Out the Door

“Perfume and a pair of sunglasses.”

Her Easy Outfit Formula “Jeans, a T-shirt, and a pair of Chanel slingbacks is my goto outfit.”

The Trend She’s Loving Right Now

“Stacking and layering jewelry - I absolutely love it! It’s so fun to mix and match pieces and create an artistic moment out of various metals, gems, and styles. I’m often wearing six or seven bracelets and a few necklaces at a time.”

Her Style in Three Words “Timeless, elegant, graceful.”

How Her Style Has Changed Over Time “My style has evolved over the years, but day-to-day, I’m pretty consistent. I love simple and timeless looks and tend to pull style inspiration from art and music. I gravitate torwards pieces that feel effortlessly chic and classic.”

7

may 8, 2025

11 Quiet Luxury Bags That ARe Low-Key, Anti-Trent, and Peak Cool

By Kristen Nichols

7 SAVETTE Symmetry Pochette Suede Tote

$1,390

8

SAVETTE Symmetry Leather Bag

$1890 Min. Strap Length: 18.9 inches Depth: 2 inches Max. Strap Length: 30.7 inches Height: 6.3 inches Width: 10.4 inches

SAVETTE Slim leather tote

$ 1490 Handle Drop: 1.2 inches Depth: 2.4 inches Height: 4.3 inches Width: 10.4 inches

KHAITE Olivia Leather Medium Hobo Bag

$ 1700 Width: 16 inches Height: 7 inches toteme t-lock leather clutch

$990 Min. Strap length: 35.4 inches Handle Drop: 5.9 inches Depth: 3.5 inches Depth Max. Strap Length: 40.6 inches Height: 5.5 inches Width: 10.2 inches

Celine classique triomphe bag in shiny calfskin

prada re-edition 1995 brushed-leather large handbag

$4150 Length: 9 inches Height: 2 inches Width: 6 inches

$4,100 Height: 5.9 inches Width: 8.6 inches Length: 2.5 inches

hermes psom mini kelly sellier

toteme t-locked textured-leather shoulder bag

$32,995 Handle Drop: 2 inches Max Strap Length: 19 inches Lenght: 7.5 inches Height: 5 inches Width: 2.25 inches

$1390 Min. Strap Length: 35.4 inches Handle Drop: 4.3 inches Depth: 5.1 inches Max. Strap Length: 41.3 inches Height: 7.1 inches $3,700 bottega veneta saint Width: 13.8 inches small acro tote in Handle Drop: camel 5.9 inches laurent mini manhattan bag Depth: 4.5 inches Height: 7.9 inches Width: 11.8

$2,300 Length: 7.5 inches Height: 1.6 inches Width: 5.5 inches

Toteme

Elin Kling founnded Toteme with her art-director partner Karl Lindman in 2014 off the back of the success of her fashion magazine Style by Kling. The brand atarted with a “uniform” apporach, creating well-designed basics tath echoed a distinct Scandinavian minimalism while sellig them at an accessible price point. Toteme has since pushed into more upmarket territory, showing at New York Fasion Week for SS25 with a collection of fluid, drapey silhouetted.

The brand has found a niche in elevated wardrobe staples with a subtle edge such as its bestselling scart coat and billowing striped roll-neck sweater.

Dusan

Serbian-born Dusan Paunovic might be one of Milan’s most underrated designers. Since 1999, he has been creating refined designs at odds with the fashion capital’s flashy sensibilities, and has a loyal base of customer. Paunovic started his careen in the ‘90s at Zoran, where he learnt that minimalism was not a sttyle but a philosophy, and his readyto-wear has followed: his signature tailored coat has barely changed since its inception, while his relaxed trousers balance form and function.

10

Meet The Of

Feburary 6, 2025

Tove

Modern Masters Minimalism - Jessica Beresford

Founders Camille Perry and Holly Wright are a rarity on the London Fashion Week calendar, showing sleek, wearable clothes in a city that more readily champions the avant-garde. The ex-Topshop employees founded Tove in 2019 an dquickly found an audience for their sharp suiting, sculptural coats and elegant eveningwear that plays with subtle embellishments and transparent details. While the brand has had a hit with its denim, it is perhaps best known for its dresses, such as teh Ceres - a sleeveless summer frock with ruching and ties at the front - and the twistfront Jessa.

Khaite

In 2019, actor Katie Holmes was photographed walking around New York wearing a cashmere cardigan and matching bra by Khaite; the subsequent interest transformed the brand’s fortunes. Since then, designer Catherine Holstein has grown Khaite, which she founded in 2016, into a key player in New York, creating minimalist silhouttes with a decidedly feminine touch. As Holstein told the FT in 2020: “It’s really hard for me to get dressed up... I don’t want to feel like a cupcake.” With seven stores globally and recent investment from growth equity firm Stripes, Khaite is fast besoming a major American luxury brand.

11

A Slingback for Generations

A Heel You Stay

Hung Up On

Patent Leather Slingback Pumps