[UNITED STATES] Michael Burke, CEO of LVMH North America, has declared the end of the “quiet luxury” era, calling the trend "pretty annoying." Burke’s remarks, delivered in a recent interview, reflect the evolving dynamics of the luxury market as consumers, particularly in the United States, increasingly demand more visible and expressive forms of wealth and status.
The luxury giant’s top executive argued that the discreet, minimalistic approach that defined much of the high-end fashion landscape over the past decade is no longer in vogue. Instead, he predicts a shift toward bolder, more recognizable symbols of luxury that make a statement rather than blending into the background. The comments, made during a keynote at an industry event, were met with a mix of surprise and intrigue by fashion insiders and consumers alike.
Quiet Luxury: A Recent Trend in the Spotlight
“Quiet luxury” has been a dominant theme in the fashion world for several years, particularly among high-net-worth individuals looking to display wealth without flaunting it. Brands like The Row, Loro Piana, and even certain collections by Chanel have leaned into understated designs that prioritize craftsmanship, quality materials, and subtle branding. These items, often in muted tones and devoid of conspicuous logos, attracted a clientele that valued sophistication over overt opulence.
However, as tastes evolve and younger consumers increasingly take the reins of luxury consumption, there has been a noticeable shift. For a generation that grew up with social media and the visibility of celebrity culture, luxury isn’t just about exclusivity; it’s about self-expression, individuality, and, perhaps most importantly, recognition.
A Changing Consumer Landscape
Burke's comments come at a time when the global luxury market is experiencing robust growth. According to Bain & Company, the global luxury goods market is projected to reach $1.7 trillion by 2025, with the United States being one of the largest contributors to this boom. Millennials and Gen Z are driving much of this growth, bringing their own preferences to the table, including a penchant for more noticeable and bold luxury statements.
“It’s a different kind of luxury now,” Burke remarked. “The younger generations, especially, don’t want to hide what they’ve achieved. They want to be seen. The days of quiet luxury are over. It’s all about standing out.”
Indeed, brands under the LVMH umbrella, such as Louis Vuitton, Fendi, and Dior, have embraced this shift. Recent collections have featured larger-than-life logos, vibrant color palettes, and designs that prioritize visibility. Louis Vuitton’s collaboration with artist Yayoi Kusama, which highlighted the brand’s signature monogram in a striking polka-dot design, is a prime example of this move toward more flamboyant luxury.
The Role of Social Media in Luxury Consumption
One of the key drivers of this change is social media. With platforms like Instagram, TikTok, and Snapchat playing an integral role in fashion marketing and consumption, the desire to be seen with high-end brands has never been more pronounced. Luxury items are increasingly viewed as a form of self-presentation and a way to gain validation or social currency within digital communities.
As celebrity culture continues to intertwine with digital influencers, fashion houses are keen to capture the attention of these younger consumers who are looking for eye-catching, Instagram-worthy pieces that will elevate their social standing. Brands that traditionally embraced minimalism, such as Celine and Bottega Veneta, are now expanding their designs to include more bold and attention-grabbing elements, signaling a significant shift in priorities.
What This Means for LVMH’s Strategy
For LVMH, the world’s largest luxury goods conglomerate, this shift signals a realignment of strategies in its North American operations. With brands like Louis Vuitton, Fendi, and Bulgari at the forefront of its portfolio, LVMH is expected to continue pushing for more visible, statement-making luxury items. The company has already demonstrated this shift with high-profile collaborations and larger-than-life advertising campaigns.
Burke’s declaration underscores LVMH's strategy to appeal to a new generation of consumers who are less interested in subtlety and more focused on what luxury can communicate about their personal identity. With high-profile ambassadors, flashy product launches, and an increasing focus on experiential luxury (like exclusive VIP events and limited-edition drops), LVMH is positioning itself at the forefront of this bold new direction.
The Future of Luxury: Embracing a Broader Definition of Elegance
While Burke’s comments may signal the end of one trend, they also open up a new chapter in the luxury world. As the lines between fashion, art, and digital culture continue to blur, luxury brands are being forced to rethink their identities and their relationship with consumers. The shift from quiet to bold luxury is not merely about changing designs but about redefining what it means to be “elegant” in the modern age.
This change isn’t just about flashy logos or attention-grabbing pieces, but about embracing individuality and freedom of expression. It’s also about recognizing that luxury is no longer reserved for a select few; it is increasingly about the masses, with the power to share their personal taste and style on a global stage.
For LVMH, the pivot towards more visible luxury is about staying relevant in an increasingly dynamic market. The company’s ability to adapt to these changing demands will likely determine its continued dominance in the global luxury sector.
Final Thoughts
As the luxury market shifts toward louder, more recognizable symbols of wealth and status, it remains to be seen whether the trend will continue to dominate the landscape or if quiet luxury will re-emerge in some form. One thing is certain: LVMH’s Michael Burke has set the stage for a bold new era in fashion, where luxury isn’t just a reflection of good taste—it’s a statement in and of itself.
For now, it seems the days of keeping it quiet are over, and luxury is ready to make some noise.
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