In China, a shift towards quiet luxury has emerged, prioritizing restraint and timeless elegance over fleeting trends. The term “quiet luxury” began circulating around 2023, strongly linked to the hit HBO show Succession, which featured character wearing outfits that were sourced from luxury brands. The quiet luxury aesthetic has since found its way into China, starting off as a trend on social media and now redefining the fundamentals of what luxury means as a whole. “old-money style,” “clean-fit style,” and “maillard style” have become subcategories in the rise of quiet luxury, and although demand has been down since the pandemic for the luxury market, quiet luxury is still very much alive on social media platforms.
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The rise of quiet luxury in China
Unlike traditional luxury, which is charactered by big logos and status symbol pieces, quiet luxury focuses on discreet refinement through higher-quality material and minimalistic colors and style. Brands like The Row, Bottega Veneta, and Loewe ranked high on the Lyst Index of hottest brands in Q3 of 2024.
A trend started by the uber-wealthy that prioritize quality and control
In China, the pandemic-induced economic slowdown is at the origin of the quiet luxury trend, where consumers gravitate towards classic and timeless styles, as well as traditional Chinese aesthetics. For them, buying luxury products is not about flaunting their wealth but about personal satisfaction and appreciation for craftsmanship. At its core, quiet luxury is about restraint and exclusivity, as well as a kind of minimalism that is difficult to attain economically.
As the pandemic gradually receded, the trend of purchasing high-quality, timeless, and logo-free luxury goods began to seduce a broader audience beyond the ultra-wealthy. Luxury consumption is being redefined, especially by young consumers who are influenced by social media trends, seeking exclusive events and immersive brand interactions that have a strong emotional component. Luxury consumers are shopping from brands based on craftsmanship, and products that fall into the minimalistic yet refined category is often selected for their quality and design for daily wear. The most popular “quiet luxury” handbag brands on Xiaohongshu include Hermes, Loro Piana, and Toteme.
Leaders of the quiet luxury aesthetic
Many Asian Key Opinion Leaders (KOLs) and celebrities have embraced the quiet luxury style, such as Malaysian actress Michelle Yeoh, BTS’s Suga, South Korean actress Song Hye-kyo, and Thai actor Bright. Noteworthy examples from China include actress Angela Baby, socialite Teresa Cheung, and influencer Isabella Ye, with 4.2 million, 2.3 million, and 1.9 million followers on Xiaohongshu, respectively, as of July 3rd, 2025. On the platform, they flaunt their understated yet elegant style, redefining luxury and inspiring a broader audience of luxury consumers to adopt the style. For these celebrities, quiet luxury is not just about fashion; it’s a way to align their public image with values of authenticity and exclusivity, signalling a shift in what luxury means to consumers in China.
Source: Teresa Cheung (left), Isabella Ye (middle) and Angela Baby (right) adopted the quiet luxury aesthetic
The timeless allure of the Old-money style
The Old-money style, part of quiet luxury, focuses on high-quality and classic pieces rather than flashy logos. It exudes timeless elegance and sophistication, hinting at the wearer’s refined taste. This look signals status and heritage, appreciated by those familiar with this style.
The color palettes favored in the Old-money style are predominantly neutral, ranging from whites to soft beiges, greys, navy blues, and blacks.
Old-money style on social media
On Xiaohongshu, the hashtag #老钱风 (old-money style) has 2.7 million notes and over 1.1 billion views as of July 3rd, 2025. On the platform, old-money style enthusiasts buy from brands like Loro Piana, Ralph Lauren, and The Row. Old-money-inspired posts frequently feature Western public personalities like Kelly Rutherford, known for her role in Gossip Girl, Princess Diana, and the Princess of Wales.
Source: Xiaohongshu @42898441214, Old-money style inspired outifts
In addition to elegant and well-tailored clothing, the old-money look incorporates clean and simple makeup. Jewelry pieces are typically made of diamonds, gold, or pearls. Finally, the hairstyle complements the overall aesthetic for a classic and polished appearance.
Clean-fit: Promoting simplicity in fashion on social media
Clean-fit, another facet of the quiet luxury aesthetic, prioritizes minimalist design and simplicity. It favors uncluttered clothing styles, clean silhouettes, and a color palette spanning from white to light grey, dark grey, and black. Much like the Old-money style, the clean-fit style is characterized by precision and quality craftsmanship.
Clean-fit on social media: the importance of having a good physique
On Xiaohongshu, #cleanfit boasts 1 million posts as of July 3rd, 2025. The brands best known for the clean-fit style enthusiasts are Jil Sander, Theory, and Lemair, appreciated for their minimalist aesthetic and clean silhouettes. Gen Z is seen as the main follower of this trend, gravitating towards clean lines, high-quality fabrics, and simple designs.
Source: Xiaohongshu @42945994266, Clean-fit inspired 2025 summer outfits
Brown-hued chic: the Maillard style
Maillard-inspired outfits revolve around layering different shades of brown, including tan, reddish brown, and warm yellow-browns, and pairing them with khaki or off-white hues.
The Maillard style initially gained popularity on Douyin, quickly gaining traction with over 6 billion views. Embraced by celebrities like Zhang Xiaofei and Yang Mi, the maillard style transcends clothing to encompass makeup as well. On Xiaohongshu, the hashtag #美拉德 (Maillard style) has amassed 3.7 million notes with over 1.5 billion views as of July 3rd, 2025, underscoring the significant popularity of this style.
Source: Xiaohongshu @9777622938, Maillard styled outfits from 2024 and 2025
Navigating quiet luxury in China: adaptation and challenges
As quiet luxury purchases seduce Chinese consumers, both foreign and local brands confront the challenge of preserving their identity while embracing subtlety. A main challenge of selling quiet luxury lies in storytelling. It is not merely about selling simple and high-quality products; it is about creating narratives that resonate with consumers. Brands must go beyond product features and try to evoke emotions to foster connections with their audience. For instance, The Row, a fashion brand known for its understated elegance, crafts narratives that highlight their dedication to craftsmanship, cultural heritage, and quality materials, resonating with discerning consumers. They emphasize high quality fabrics and attention to detail both in-store and online, conveying the elegance of their brand across all fronts.
Source: Xiaohongshu, Some of the favorite brands of Maillard-style enthusiasts
Other luxury brands are adapting their strategy to stay relevant in the market by improving customer experiences, emphasizing craftsmanship, and sustainability due to consumers’ growing appreciation for high-quality, timeless products. Brands such as Louis Vuitton, Gucci, and Balenciaga are expanding their “logo-free” collection to cater to demand for subtlety. Consumers in China are also becoming more aware of sustainability and ethical sourcing of materials, paying more attention to slow fashion. Luxury brands that emphasize their commitment to environmentally friendly production, such as Klee Klee and Everlane, are gaining favor among Chinese consumers.
Quiet luxury in China: Redefining elegance and shaping the future of luxury
- Inspired by Western fashion and now thriving in China, the quiet luxury movement prioritizes timeless elegance over fleeting trends, reshaping luxury consumption.
- Unlike traditional luxury with bold logos, quiet luxury emphasizes refinement through quality material and minimalist designs.
- Characterized by high-quality, classic pieces and neutral color palettes, the old-money style signals refined taste and heritage.
- Clean-fit style, characterized by minimalist designs, garnered 1 million posts on Xiaohongshu.
- The Maillard style, embraced by celebrities like Zhang Xiaofei and Yang Mi, centers around layering different shades of brown. This style is exemplified by brands like Maxmara and Brunello Cucinelli.
- As brands navigate the changing luxury landscape, they face the challenge of balancing brand identity while embracing subtlety and crafting compelling narratives to resonate with consumers beyond conspicuous logos.
- Luxury brands adapt by expanding logo-free collections and highlighting craftsmanship and sustainability to meet the growing demand.
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In China’s evolving luxury sector, where quiet luxury is gaining momentum, Daxue Consulting provides unparalleled expertise. Our in-depth market research and consumer insights enable the development of bespoke strategies, ensuring your brand aligns with the refined tastes of China’s affluent consumers. Collaborate with us to master the subtleties of China’s quiet luxury market and ensure your brand thrives in this sophisticated landscape.
