JULIA BOGANYUK’S BLOG

Quiet luxury isn’t about logos, trends, or being instantly recognisable. It’s about restraint – in colour, in silhouette, in design choices that feel intentional rather than attention-seeking. Over the past few years, the term “quiet luxury” has been used everywhere, but not every brand associated with it is actually worth the investment.

Some brands understand proportion, fabric, and longevity. Others simply imitate the aesthetic.
This guide is an editorial curation of quiet luxury fashion brands that consistently deliver quality, polish, and timelessness – and, just as importantly, what each brand does best.

What Quiet Luxury Actually Means

Before talking about brands, it’s important to clarify what quiet luxury is – and what it isn’t.

Quiet luxury is defined by:

• Natural materials (wool, cashmere, silk, cotton, leather)
• Muted, timeless colour palettes (black, navy, grey, cream, camel)
• Consistency across collections, not trend-driven spikes
• Clean construction and thoughtful proportions
• Designs that age well, visually and physically

It’s not about minimalism for the sake of minimalism, and it’s not about price alone. Some expensive brands don’t qualify. Some relatively accessible ones do.

Quiet Luxury Brands Worth the Investment

Below are brands that consistently align with the principles above. Each one has strengths – and knowing what to buy matters more than buying blindly.

The Row

Why it fits quiet luxury:
The Row is often considered the reference point for quiet luxury. The brand prioritises fabric quality, proportion, and restraint above everything else. Nothing is seasonal in a loud way, and pieces are designed to exist beyond trend cycles.

Who it’s for:
Those building a long-term wardrobe and valuing craftsmanship over visibility.

What to buy from The Row:

• Knitwear (cashmere, wool blends)
• Tailored trousers
• Minimal coats
• Leather bags with understated silhouettes

These are the categories where The Row’s pricing is most justified by material and construction.

Totême

Why it fits quiet luxury:
Totême blends Scandinavian restraint with a refined, almost architectural approach to clothing. The brand is excellent at neutral palettes and cohesive wardrobes.

Who it’s for:
Those who want quiet luxury with a slightly more modern, wearable edge.

What to buy from Totême:

• Structured coats
• Scarves and outerwear accessories
• Knitwear
• Tailored separates

Totême is particularly strong when it comes to outerwear that elevates even the simplest outfit.

Khaite

Why it fits quiet luxury:
Khaite combines softness and structure beautifully. It’s feminine without being decorative and polished without feeling rigid.

Who it’s for:
Those who want quiet luxury with subtle sensuality and strong silhouettes.

What to buy from Khaite:

• Knitwear
• Denim
• Leather accessories
• Simple dresses with strong cuts

Khaite’s knitwear and denim are where the brand truly excels.

Quiet Luxury vs. “Expensive-Looking” Brands

Not every brand needs to be true quiet luxury to deserve a place in a polished wardrobe.

Some brands don’t qualify as quiet luxury by definition, but they produce pieces that look expensive when chosen carefully.

These include: COS, & Other Stories.

From these brands, focus on:

• Wool and cashmere knits
• Structured coats
• Neutral tailoring

Avoid trend-led pieces and synthetic-heavy fabrics. This distinction allows you to build a refined wardrobe at different price points without diluting the aesthetic.

How to Shop Quiet Luxury on a Budget

Quiet luxury doesn’t require buying everything at luxury prices. It requires knowing where quality matters most.

Prioritise:

• Knitwear in natural fibres
• Coats with structure and weight
• Shoes and accessories with clean lines

You can explore this approach further in my guide on Affordable High-Quality Knitwear That Looks Polished, where I break down fabrics, finishes, and what actually makes knitwear look refined.

Final Editorial Thought

Quiet luxury is not about owning the most expensive pieces – it’s about making fewer, better choices. When you understand fabric, proportion, and restraint, even a small wardrobe can look intentional and elevated.

The goal isn’t to look rich.
It’s to look considered.

Some links in this article are affiliate links — if you shop through them, I may earn a small commission at no extra cost to you. I only recommend pieces I truly believe are worth wearing.