In 2022 the “quiet luxury”* aesthetic began to appear in social media feeds, gaining momentum through 2023 and still going strong in 2024.

And while I think this trend will continue for a while still, I think we’re about to see a shift away from mass commoditisation and towards the luxury of tailored craftsmanship.

Three reasons why

1. Consumer demand and access to counterfeit products (aka fakes) has skyrocketed in recent years, with some on social media claiming these products are so good they can fool the luxury brand representatives (I’ve not linked to these videos because all the ones I’ve seen include guidance for where to buy fakes, and I am not about to endorse that!) and magazines publishing guides to identify fakes, and even social media accounts dedicated to calling out celebrities with fakes (@TheFakeBirkinSlayer on Instagram) Side note: did you know that fake handbags fund terrorism and organised crime? Watch this TED talk to learn more.
2. Dupes are everywhere. Not to be mistaken with fakes, dupes are authentic products that look very similar to the luxury item but do not claim to be the same thing. Though, at a glance, it can appear as thought two people are wearing the same look… even though one is luxury and the other high street. And there are TikTok accounts dedicated to demonstrating this, such as @elixa.co.uk. If you can afford the luxury, why would you want to dress like everyone else?
3. More people can afford luxury brands now. Yes, I am fully aware we’re in a cost of living crisis – but luxury brands are starting to introduce lower-priced goods as they experience a decline in demand for their usual products. And brands like Gucci, Louis Vuitton and Burberry are updating their ranges and in-store offerings to cater to consumers who cannot afford top-tier pricing… but who still want the designer labels.

Package that up, and if you’re a celebrity or billionaire and realise nearly everyone is dressing like you and wearing the same labels as you – but you desire to stand out – what can you do about it?

Make way for one-of-a-kind & personalised luxury

One-of-a-kind items and a preference for craftsmanship will become the preferred way to stand out.

Think small / independent brands that aren’t available everywhere globally, limited edition collaborations, bespoke pieces created for your individual tastes, handcrafted items produced in limited quantities, and anything else that allows you to be the only one with that item. Not only does this signal someone’s financial wealth, but it also signals time wealth because one has had the luxury of time to be able to find these unique pieces / think creatively about anything made bespoke – alongside whatever other obligations they have during the day.

And brands are already starting to cater to this. For example, RSVP Paris has introduced this concept at a more affordable price point than the luxury houses, making their collections in limited quantities; after 500 pieces are produced they change the design. This way it’s highly unlikely that you’ll show up to a party and see a dozen other people with the same bag as you. How desirable is that?

This does mean that most of us will be priced-out of this trend – and that’s kind of the point. Which is why I suspect we’ll also start to see more ways for expressing creativity and individuality. For example, through personal styling, crafting and creating in independent workshops, and DIYing personal modifications for easy-to-access items, such as decorating handbags with a personalised selection of charms or ribbons in a way that makes it look unique.

*Don’t know what “quiet luxury” is? Read this piece by Kantar: Quiet Luxury: Aesthetic trend or lasting cultural shift? (2023)