The Quiet Trend Everyone Is Talking About

Key Takeaways 

• While luxury has long been associated with extravagance, today’s affluent consumers are embracing the notion of “quiet luxury” in everything from fashion to real estate.

• The trend is defined in many ways, however it is generally characterized by understated elegance rather than flashy displays of wealth.

• Quiet luxury is nothing new, especially in Europe, but it has gained momentum in luxury real estate markets around the world, particularly in the United States.

In one of the signature moments from the last season of Succession, HBO’s critically acclaimed series about wealth and dysfunctional family dynamics, Tom Wambsgans scoffs at the “ludicrously capacious” handbag that a guest carries at Logan Roy’s birthday party. The oversized bag is an “enormous faux pas” for a high society gathering, where flashy accessories make it obvious that someone (in this case, Cousin Greg’s date) is an outsider. The scene instantly went viral on social media, sparking memes and conversations around the billionaire Roy family’s quiet luxury aesthetic (think tailored, monochromatic looks without obvious brand logos). And while the show is fictional, the quiet luxury phenomenon is real. In fact, the hashtag #QuietLuxury has over 500 million views on TikTok. 

Beyond fashion and pop culture, Christie’s International Real Estate affiliates confirm the trend is, not surprisingly, gaining mindshare in the luxury real estate world.  

Less Is More 

Quiet luxury has many meanings, however it is most simply defined as understated elegance. In fashion, it is a departure from logomania. In interior design, it is often associated with natural high-quality materials such as rich wood, marble and stone; neutral and muted tones; and classic investment pieces that have timeless appeal. Consider it “a new kind of minimalism; a more relaxed version of the cold, clinical trend,” according to Homes & Gardens. As such, there is more emphasis on warmth and comfort. 

In Los Angeles, Christie’s International Real Estate AKG president and CEO Aaron Kirman notes that buyers are gravitating towards organic materials and more subtle finishes like honed marble (as opposed to the shiny marble that was once popular). The less-is-more concept also means that luxury estates are no longer solely defined by their sprawling size. “Years ago, people of substantial wealth wanted 50,000-square-foot homes. Now they are very comfortable living in 12,000 square feet,” he says.  

It’s a similar story on the opposite coast in South Florida. Naples has seen a surge of interest from buyers who seek residences that embody “refined luxury without ostentation,” according to Emily K. Bua and Tade Bua-Bell of The Bua Bell Group, a top-producing team with John R. Wood Christie’s International Real Estate.  

Likewise, in Miami, “Flashy is out, and quiet luxury is here to stay,” says Edgardo de Fortuna, president and CEO of Fortune Christie’s International Real Estate. “Homeowners appreciate the quality of materials and the sophistication of design, but in a subtle way. It needs to be elegant, modern, and creative, but certainly not loud.”  

Just a few years ago, Miami was swept by a wave of luxury sports-car-branded condominium developments bearing the names of Porsche, Bentley, Bugatti, and Aston Martin. At Porsche Design Tower, you can literally park your Racing Yellow 911 in your living room.  

But today the market is trending more toward developments like the new Cipriani Residences Miami, an 80-story condo tower from the family behind the famous Harry’s Bar in Venice and a series of boutique hotels, private members clubs, restaurants, and residences all over the world. The brand’s motto is “to serve is first to love,” and the marketing materials for the new tower note that, “Individual tastes are indulged, and needs are anticipated with an intuitive understanding of when and where attention is required.”  

Privacy & Exclusivity  

Cipriani Residences Miami is a testament to another hallmark of quiet luxury: privacy and exclusivity. With more than 50,000 square feet of amenities, the building offers an array of serene spaces for intimate experiences and discreet indulgence away from the buzz of city life – from a holistic spa with sauna, ice plunge, and treatment rooms to a private salon for beauty services.  

The pandemic-induced desire for privacy and space has also given way to quiet luxury in Dubai. Jackie Johns, managing partner at Christie’s International Real Estate Dubai, notes that clients are opting for bespoke, personalized services including private city experiences, top-tier concierge services, and unprecedented wellness amenities in their own residences. That’s not to say that more overt opulence is out, as all types of luxury are on display in Dubai amid an influx of high-net-worth individuals.  

Not a Trend, But a Lifestyle 

While quiet luxury might be making headlines in the United States and UAE, it is merely the continuation of a centuries-old lifestyle in many parts of Europe. “The UK has always been a place where flaunting your wealth is frowned upon, and I am sure this will endure,” says David Ruddock, head of residential sales operations at Carter Jonas, one of the United Kingdom’s oldest and most established real estate consultancies.  

This ethos is also embedded in the culture of France. Inspired by icons like Coco Chanel, French style has long been described as simple, classic, and effortlessly chic. But understated elegance is more than a fashion statement; it’s a way of life.  

“‘Live happily, live hidden,’ has been a tenet of our region for decades,” says David Bilder, CEO of his namesake brokerage that specializes in the seaside resort towns on France’s Atlantic coast. “The Bauloise region and Morbihan have always been perceived as areas of discreet luxury, especially Morbihan. People don’t like to show off with fancy cars or gold watches, but rather with discretion.” 

Looking ahead, quiet luxury is expected to remain popular among high-end consumers in all facets. Vogue has named it the top interior design trend for 2024, reiterating that “the worlds of interior design and fashion are more intertwined than ever.” Christie’s International Real Estate affiliates also anticipate that the trend will stick around – at least in the regions where it’s in favor now. The adage that bigger is better still holds true for luxury markets like Dallas, Texas, and notably Sydney, Australia, where high-end buyers tend to prefer large homes that can be seen from the street.  

For more trends and insights, read the 2024 Global Luxury Real Estate Forecast here.