As a designer I love watching fashion and wearing it too.
For those who truly love fashion there has been a shift to quiet luxury, the new wave of shoppers in search of timeless classics that don’t age or date made from fabrics that endure. There’s been an upsurge in fashionistas shopping American brands like Khaite Toteme, the Row, and Proenza Schouler. Calvin Klein carved the path for a minimalist simple luxury silhouette although in recent years they have lost their niche moving into fragrance and homeware, all things to all people leaving room for relative newcomers to step into their shoes not just in America although there are a few you may want to check out but in France too, the capital of fashion for me.
QUIET LUXURY: FRENCH VS. AMERICAN
I have ranked from accessible to high luxury
These are my favourite FRENCH BRANDS;
If you are in search of a much better H&M or COS on a serious budget check out this amazing French budget brand.
1. Promod
Price: € (accessible)
Aesthetic: Everyday Parisian basics
* Mission & Ethos: демокratized fashion—affordable, trend-conscious staples
* Ethics: Limited transparency; working toward lower-impact materials
* Production: Primarily overseas (Asia, North Africa)
* Target Audience: Young professionals / high-street shoppers seeking “French girl” ease
Quiet luxury note: Not true luxury—more “entry-level Parisian style.”
This brand is my favourite brand at the moment, it sits right in the best value space for quality and price.
2. Sézane
Price: €€
Aesthetic: Romantic, vintage-inspired Parisian
* Mission: Blend timeless design with responsible production
* Ethics: B Corp certified; uses eco-conscious materials and charitable giving
* Production: Europe (Portugal, Italy) + some global sourcing
* Reality Check: Rated “Not Good Enough” by some watchdogs due to transparency gaps
* Target Audience: Conscious millennials wanting elevated everyday pieces
Quiet luxury note: The gateway brand into “ethical chic.”
3. Musier Paris
Price: €€
Aesthetic: Ultra-feminine, influencer-led Paris style
* Mission: Small-batch, curated wardrobe staples
* Ethics: Limited public reporting; small-scale production reduces overstock
* Production: Mostly Europe (France/Italy small ateliers)
* Target Audience: Fashion-forward, Instagram-native consumers
Quiet luxury note: “Soft luxury”—more about exclusivity than heritage.
Soeur is a relative new comer to me even though they were founded in 2008 by French sisters Domitille and Angélique Brion but if you love Isabel Marant it’s a very similar aesthetic but better value.
4. Soeur
Price: €€–€€€
Aesthetic: Androgynous, minimalist Parisian
* Mission: Timeless, functional wardrobe pieces
* Ethics: Increasing focus on sustainable fabrics and slower production
* Production: Arabic & Mediterranean ateliers
* Target Audience: Creative professionals, understated dressers
Quiet luxury note: One of the closest to true quiet luxury in the mid-tier.
Isabel Marant is a personal favourite I buy second hand. The price point usually out of reach for me but as a “textile”
girl the fabrics are usually second to none. And the timeless clothes you can wear and wear. It’s a brand that really truly endures.
5. Isabel Marant
Price: €€€€
Aesthetic: Effortless “cool girl” Parisian
* Mission: Relaxed luxury with a global bohemian influence
* Ethics: Moving toward circular fashion (including vintage/resale lines)
* Production: Europe + global luxury supply chain
* Target Audience: High-income, fashion-conscious women
Quiet luxury note: Recognizable—but still logo-light and lifestyle-driven.
AMERICAN BRANDS
1. Tibi
Price: €€–€€€
Aesthetic: Smart minimalism
* Mission: “Creative pragmatism” — versatile wardrobes
* Ethics: Increasing transparency; focus on longevity over trend cycles
* Production: China, Italy, and U.S.
* Target Audience: Working professionals, design-conscious minimalists
Quiet luxury note: Function-first luxury.
2. Veronica Beard
Price: €€–€€€
Aesthetic: Polished, modern tailoring
* Mission: Empower women through versatile wardrobe systems
* Ethics: Limited sustainability disclosures
* Production: Global manufacturing
* Target Audience: Corporate / polished lifestyle consumers
Quiet luxury note: “Boardroom luxury.”
3. Proenza Schouler
Price: €€€€
Aesthetic: Artistic, downtown New York
* Mission: Craft + innovation in modern womenswear
* Ethics: Gradual sustainability initiatives (materials, supply chain)
* Production: Italy & global luxury hubs
* Target Audience: Fashion insiders, collectors
Quiet luxury note: Intellectual luxury—less obvious, more conceptual.
4. Khaite
Price: €€€€
Aesthetic: Sculptural, sensual minimalism
* Mission: Timeless femininity through craftsmanship
* Ethics: Limited public reporting; emphasis on quality longevity
* Production: Italy & U.S.
* Target Audience: High-net-worth, trend-aware minimalists
Quiet luxury note: The “new money” uniform.
5. Kallmeyer
Price: €€€€
Aesthetic: Tailored, gender-fluid luxury
* Mission: Redefine power dressing through inclusivity
* Ethics: Small-scale production, mindful sourcing
* Production: New York & small global ateliers
* Target Audience: Creative executives, art-world clientele
Quiet luxury note: Niche, insider label.
6. The Row
Price: €€€€€ (ultra luxury)
Aesthetic: Extreme minimalism
* Mission: Perfect materials, perfect cut, no noise
* Ethics: Ultra-discreet; emphasis on craftsmanship and longevity
* Production: Italy, France, U.S.
* Target Audience: Ultra-high-net-worth, stealth wealth
Quiet luxury note: The definition of quiet luxury.
MY KEY TAKEAWAYS
French Quiet Luxury
* Rooted in effortless femininity + heritage
* More romantic, wearable, and lifestyle-driven
* Stronger visible sustainability narratives (e.g. Sézane)
American Quiet Luxury
* Rooted in minimalism + power dressing
* More structured, architectural, and investment-focused
* Less marketing around ethics, more around craft + exclusivity