In a remarkable sartorial shift, the fashion industry appears to be trading understatement for ostentation. The age of “quiet luxury”—those subtle, logo‑free whispers of wealth—is giving ground to a resurgence of flamboyant, logo‑heavy design heralded as “loud luxury,” particularly as luxury houses strive to rekindle consumer appetite amid sluggish sentiment and rising economic pressures.
Why now? The Case for Novelty
“Luxury fashion is a cycle,” opines Carole Madjo, head of European luxury‑goods research at Barclays. With quiet luxury dominating the past few years, brands now perceive a growing appetite for something fresh—something visually striking to catch the eye. Analysts believe that with consumer demand softening and costs mounting from trade tariffs and waning post‑pandemic enthusiasm, the time is ripe to reinject energy and desirability into luxury offerings.
Heritage icons: reclaiming the spotlight
These iconic brands include Burberry, Gucci, Chanel, Versace, and Moncler, and they are spearheading the revival. Burberry has redoubled its heritage Brit style, leading the charge under the direction of CEO Josh Schulman. Its “statement heritage collection” of graphic check print fashion is seen to be reviving brand coolness and appealing to multiple constituencies.
The appointment of Demna Gvasalia as artistic director at Gucci signifies a significant shift. In what is generally regarded as an unequivocal attempt to reboot the company, a glimpse of his vision will come in early September, with new collections planned for early 2026.
Moreover, brands like Versace, Chanel, and Bottega Veneta are all undergoing artistic transformations, while Moncler continues to test its rotating-designer approach for the Genius collection. Each house is pushing to redefine its visual language in a market where innovation and identity are crucial.
The Price Divide
While quiet luxury stalwarts such as Brunello Cucinelli, Hermès and Loro Piana largely weathered the downturn due to their ultra‑high‑net‑worth clientele’s resilience, many brands that leaned into soft minimalism found themselves chasing relevance.
Price positioning is presently divided. Ultra-high-end brands continue to enjoy steep price increases, supported by their heritage and exclusivity leverage. Conversely, mid-to-high-end brands that embrace shameless luxury can benefit significantly, as flashy designs and logos can enhance perceived value despite being priced more reasonably.
Loud Luxury Accessories Take Centre Stage
The “loud luxury” revival is especially evident in accessories—handbags, jewellery, and footwear—where bold logos, loud prints, and eye-catching designs are everywhere. Oversized clutches emblazoned with monograms now jostle for attention alongside jewel-encrusted trainers and vividly patterned silk scarves. Fashion houses are once again treating accessories not just as complements, but as centrepiece statements in their own right.
Marie Claire’s coverage of the spring 2025 runways underscores the trend: Gucci showcased croc-embossed cherry-red handbags; Chanel decked models in jewellery embossed with its double-C logo; Bottega Veneta launched sculptural kitten heels; and designers across the board leaned into vibrant scarves, oversized sunglasses, embellished belts, and statement headwear.
Similarly, pieces inspired by Italian “rich wife” glamour—think Pucci, Missoni, and Roberto Cavalli—are gaining traction with bold colours and prints, especially among US and European buyers. Sales of such vintage pieces have doubled at retailers like MyTheresa, while resale platforms boast revived interest in flamboyant Italian styles.
The Age of Opulence Returns
As the luxury sector navigates a series of macroeconomic headwinds—from tariffs to fragile demand—many brands are rediscovering the power of visual drama. Loud luxury offers a statement of confidence and visibility that quiet minimalism no longer provides.
For brands, it’s not merely about putting logos on display—it’s about rekindling fascination and relevance. Whether this flamboyant revival signals a long‑term transformation or a cyclical detour remains to be seen. More colour, more flair, more drama — welcome to fashion’s loud era.
