From « Luxury Shame » to « Quiet Luxury »: when shopping is hidden

Technically it is defined « Luxury Shame ». In practice, it is the phenomenon for which, during the periods of recession, Happy people tend not to exhibit luxury products (clothes, shoes, bags, but also cars and jewels) To avoid criticism. In short, if most of the company does not pass it well, it is better not to flaunt its wealth.

The relationship between economic crises and Luxury Shame

In fact, over the past few years, Luxury Shame appeared cyclically in conjunction with the aggravation of the economic situation. It happened in the United States in 2008, After the explosion of the financial bubble linked to high -risk mortgages.
It has been happening for some time in China, where a series of elements (such as the increase in youth unemployment and the real estate sector crisis) He created a situation of overall economic uncertainty.

The effects: from the decline in sales …

How does Luxury Shame translated into practice? What are the concrete repercussions on fashion? The first, more evident, effect is on the progress of sales. The high -end clientele does not stop buying but he plays a little less. Not surprisingly, based on the estimates of Altagamma, In 2025 the personal goods sector in China should only mark +3%. Minimum growth for a country that, for years, has recorded double -digit increases.

… At the triumph of the quiet luxury

Another effect concerns the aesthetics of the products. Luxury Shame implies the decline of Logomania and the affirmation of a more sober, discreet style, defined as « quiet luxury ». Here, then, that the easily recognizable clothes or bags for the logo, the monogram or the use of a certain print are replaced by Simple and apparently anonymous garments and accessories, without any brand in evidence.
But be careful: these same pieces are well recognizable – thanks to the details of the manufacture or the quality of the materials – by those who belong to the same circle. This phenomenon – defined « If you kow you know », If you know, you understand – explains the great success achieved in recent times by brands, like Hermès, Loro Piana or The Row, who have been able to combine simplicity and refinement.

Shopping is also reserved

Finally, but not less important, there is the theme of retail. In a context that disapproves – if not guilty – the ostentation, is Better not to show yourself while shopping in the luxury streetsloaded with bags with the brand brand.
For this reason many companies offer Vic (very important client) private shopping sessions, which are held in exclusive areas of the shop, even outside the opening hours. The products purchased They are then delivered at home, thus guaranteeing maximum confidentiality.