The Resilience of Quiet Luxury in Menswear: Will It Last?

Milan has become a focal point for the evolving landscape of menswear, particularly as the concept of quiet luxury continues to resonate with affluent consumers. Despite fluctuations in broader luxury markets, the demand for understated, high-quality essentials is proving to be remarkably robust.

Data from Google Trends highlights a notable increase in online searches for "quiet luxury," with a significant 150 percent rise in 2026. This surge marks a shift in consumer behavior, likely fueled by a desire for reassurance amid tumultuous news cycles. Luxury brands that embody this aesthetic have thrived despite slowdowns affecting the sector overall.

Prominent players like the Ermenegildo Zegna Group have reported impressive earnings, with a 16.9 percent increase in like-for-like sales, reaching 324.2 million euros in the second quarter of 2026. Similarly, Brunello Cucinelli's menswear segment, comprising nearly half of its sales, saw a 9.5 percent revenue growth driven by its spring 2027 collection.

Even industry giants like LVMH Moët Hennessy Louis Vuitton have noted a positive turnaround, with a 1 percent increase in revenue in their fashion and leather goods division, largely thanks to standout brands such as Loro Piana. Smaller luxury brands are also experiencing growth, with Canali and Kiton reporting significant sales increases in recent months.

Caruso, which recently changed ownership, has ambitious plans for expansion, aiming to double its brand presence in the next three years. Meanwhile, brands like Herno and Eleventy have seen sales jump 15 percent, capitalizing on the continued consumer preference for accessible luxury.

According to Claudia D'Arpizio of Bain & Co., luxury consumers are becoming more discerning, emphasizing quality over branding. This trend is echoed in findings from the True-Luxury Global Consumer Insights study, which identified design, craftsmanship, and heritage as critical factors influencing purchasing decisions.

The understated appeal of quiet luxury is characterized by minimal branding and a focus on quality fabrics and craftsmanship. While some brands, like Zegna and Loro Piana, maintain subtle logos, others have largely embraced a logo-free approach, relying instead on their Italian manufacturing credentials and exceptional materials to attract consumers.

As luxury buyers redefine their expectations, brands are being challenged to maintain a balance between quality and price. Affordable luxury labels are gaining traction, appealing to consumers who may feel excluded by traditional luxury brands. Herno's CEO, Claudio Marenzi, emphasizes the importance of design authority and quality in capturing consumer loyalty.

Source: wwd.com