{"id":61806,"date":"2025-07-11T11:33:27","date_gmt":"2025-07-11T03:33:27","guid":{"rendered":"https:\/\/daxueconsulting.com\/?p=61806"},"modified":"2025-07-09T11:45:19","modified_gmt":"2025-07-09T03:45:19","slug":"quiet-luxury-in-china","status":"publish","type":"post","link":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/","title":{"rendered":"Quiet luxury in China: a tale of classical aesthetics and enduring quality"},"content":{"rendered":"\n<p>In China, a shift towards quiet luxury has emerged, prioritizing restraint and timeless elegance over fleeting trends. The term \u201cquiet luxury\u201d began <a href=\"https:\/\/btlj.org\/2024\/03\/when-less-is-more-the-curious-case-of-quiet-luxury\/\">circulating<\/a> around 2023, strongly linked to the hit HBO show Succession, which featured character wearing outfits that were sourced from luxury brands. The <a href=\"https:\/\/daxueconsulting.com\/chinese-luxury-market\/\">quiet luxury aesthetic<\/a> 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. \u201cold-money style,\u201d \u201cclean-fit style,\u201d and \u201cmaillard style\u201d have become subcategories in the rise of quiet luxury, and although demand has been down since the pandemic for the <a href=\"https:\/\/daxueconsulting.com\/chinas-luxury-market-report\/\">luxury market<\/a>, quiet luxury is still very much alive on social media platforms.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Download our China luxury market report<\/h3>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"420\" src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/02\/daxueconsulting-chinas-luxury-market-report-cover-800x420.png\" alt=\"chinas luxury market report 2024\" class=\"wp-image-61044\" srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/02\/daxueconsulting-chinas-luxury-market-report-cover-800x420.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/02\/daxueconsulting-chinas-luxury-market-report-cover-300x157.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/02\/daxueconsulting-chinas-luxury-market-report-cover-768x403.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/02\/daxueconsulting-chinas-luxury-market-report-cover.png 1355w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/embed\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n    region: \"na1\",\n    portalId: \"21091266\",\n    formId: \"a97c40dd-26e0-42ff-ada7-5e030d31d787\"\n  });\n<\/script>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-dots\"\/>\n\n\n\n<h2 class=\"wp-block-heading\">The rise of quiet luxury in China<\/h2>\n\n\n\n<p>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 <a href=\"https:\/\/fashionunited.com\/news\/fashion\/lyst-index-reveals-the-most-popular-brands-for-q4-2024\/2025013064213\">Lyst Index<\/a> of hottest brands in Q3 of 2024.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">A trend started by the uber-wealthy that prioritize quality and control<\/h3>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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 <a href=\"https:\/\/www.edhec.edu\/en\/research-and-faculty\/edhec-vox\/luxury-consumption-in-china-a-story-of-dynamic-transformation#:~:text=Luxury%20consumption%20in%20China%20is,with%20a%20strong%20emotional%20component.\">redefined<\/a>, 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<a href=\"https:\/\/jingdaily.com\/posts\/inside-china-s-quiet-luxury-store-boom\"> craftsmanship<\/a>, and products that fall into the minimalistic yet refined category is often selected for their quality and design for daily wear. The most popular \u201cquiet luxury\u201d handbag brands on Xiaohongshu include Hermes, Loro Piana, and Toteme.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Leaders of the quiet luxury aesthetic<\/h3>\n\n\n\n<p>Many Asian <ins><a href=\"https:\/\/daxueconsulting.com\/kol-marketing-china\/\">Key Opinion Leaders (KOLs)<\/a><\/ins> and celebrities have <a href=\"https:\/\/www.scmp.com\/magazines\/style\/celebrity\/article\/3223933\/7-asian-celebrities-owning-quiet-luxury-trend-valentino-rep-bts-suga-and-glorys-song-hye-kyo-oscar\">embraced<\/a> the quiet luxury style, such as Malaysian actress Michelle Yeoh, BTS&#8217;s Suga, South Korean actress Song Hye-kyo, and Thai actor Bright. Noteworthy examples from China include actress <a href=\"https:\/\/www.xiaohongshu.com\/user\/profile\/5a7d3ed311be106d0306e7d6\">Angela Baby<\/a>, socialite <a href=\"https:\/\/www.xiaohongshu.com\/user\/profile\/5c2ecbde000000000601d6e2\">Teresa Cheung<\/a>, and influencer <a href=\"https:\/\/www.xiaohongshu.com\/user\/profile\/598d2f455e87e7028eb22e60\">Isabella Ye<\/a>, 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\u2019s a way to align their public image with values of authenticity and exclusivity, signalling a shift in what luxury means to consumers in China.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1088\" height=\"490\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-KOLs.jpg\" alt=\"Quiet luxury in China: celebrities\" class=\"wp-image-61807 lazyload\" style=\"--smush-placeholder-width: 1088px; --smush-placeholder-aspect-ratio: 1088\/490;width:846px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-KOLs.jpg 1088w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-KOLs-300x135.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-KOLs-800x360.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-KOLs-768x346.jpg 768w\" data-sizes=\"(max-width: 1088px) 100vw, 1088px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source: Teresa Cheung (left), Isabella Ye (middle) and Angela Baby (right) adopted the quiet luxury aesthetic<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The timeless allure of the Old-money style<\/h2>\n\n\n\n<p>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&#8217;s refined taste. This look signals status and heritage, appreciated by those familiar with this style.<\/p>\n\n\n\n<p>The color palettes favored in the Old-money style are predominantly neutral, ranging from whites to soft beiges, greys, navy blues, and blacks.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"715\" height=\"143\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-old-money-colors.png\" alt=\"Quiet luxury in China: old-money style\" class=\"wp-image-61808 lazyload\" style=\"--smush-placeholder-width: 715px; --smush-placeholder-aspect-ratio: 715\/143;width:323px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-old-money-colors.png 715w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-old-money-colors-300x60.png 300w\" data-sizes=\"(max-width: 715px) 100vw, 715px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Old-money style on social media<\/h3>\n\n\n\n<p>On <a href=\"https:\/\/daxueconsulting.com\/xiaohongshu-china\/\">Xiaohongshu<\/a>, the hashtag <a href=\"https:\/\/www.xiaohongshu.com\/search_result\/?keyword=%25E8%2580%2581%25E9%2592%25B1%25E9%25A3%258E&amp;type=54&amp;source=web_note_detail_r10\">#\u8001\u94b1\u98ce<\/a> (old-money style) has 2.7 million notes and over 1.1 billion views as of July 3<sup>rd<\/sup>, 2025. On the platform, old-money style enthusiasts buy from brands like Loro Piana, <a href=\"https:\/\/daxueconsulting.com\/ralph-lauren-in-china\/\">Ralph Lauren<\/a>, 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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1242\" height=\"1660\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money.jpg\" alt=\"quiet luxury in China - Old money\" class=\"wp-image-63487 lazyload\" style=\"--smush-placeholder-width: 1242px; --smush-placeholder-aspect-ratio: 1242\/1660;width:404px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money.jpg 1242w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money-224x300.jpg 224w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money-766x1024.jpg 766w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money-768x1026.jpg 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-old-money-1149x1536.jpg 1149w\" data-sizes=\"(max-width: 1242px) 100vw, 1242px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source: Xiaohongshu <em>@42898441214, Old-money style inspired outifts<\/em><\/em><\/p>\n\n\n\n<p>In addition to elegant and well-tailored clothing, the old-money look incorporates clean and simple makeup. <a href=\"https:\/\/daxueconsulting.com\/how-millenials-and-low-tier-cities-are-shaping-chinas-jewelry-market\/\">Jewelry<\/a> pieces are typically made of diamonds, gold, or pearls. Finally, the hairstyle complements the overall aesthetic for a classic and polished appearance.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Clean-fit: Promoting simplicity in fashion on social media<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"466\" height=\"92\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-clean-fit-colors.png\" alt=\"\" class=\"wp-image-61810 lazyload\" style=\"--smush-placeholder-width: 466px; --smush-placeholder-aspect-ratio: 466\/92;width:329px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-clean-fit-colors.png 466w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-clean-fit-colors-300x59.png 300w\" data-sizes=\"(max-width: 466px) 100vw, 466px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Clean-fit on social media: the importance of having a good physique<\/h3>\n\n\n\n<p>On Xiaohongshu, <a href=\"https:\/\/www.xiaohongshu.com\/search_result?keyword=%2523cleanfit%2520&amp;source=unknown\">#cleanfit<\/a> boasts 1 million posts as of July 3<sup>rd<\/sup>, 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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"766\" height=\"1020\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-clean-fit.jpg\" alt=\"quiet luxury in China - Clean fit\" class=\"wp-image-63488 lazyload\" style=\"--smush-placeholder-width: 766px; --smush-placeholder-aspect-ratio: 766\/1020;width:386px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-clean-fit.jpg 766w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-clean-fit-225x300.jpg 225w\" data-sizes=\"(max-width: 766px) 100vw, 766px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source: Xiaohongshu <em>@42945994266, Clean-fit inspired 2025 summer outfits<\/em><\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Brown-hued chic: the Maillard style&nbsp;<\/h2>\n\n\n\n<p>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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"669\" height=\"143\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-maillard-colors.png\" alt=\"Quiet luxury minimalist styles: maillard style\" class=\"wp-image-61813 lazyload\" style=\"--smush-placeholder-width: 669px; --smush-placeholder-aspect-ratio: 669\/143;width:368px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-maillard-colors.png 669w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-maillard-colors-300x64.png 300w\" data-sizes=\"(max-width: 669px) 100vw, 669px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p>The Maillard style initially gained popularity on <a href=\"https:\/\/daxueconsulting.com\/douyin-marketing-china\/\">Douyin<\/a>, 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 <a href=\"https:\/\/www.xiaohongshu.com\/search_result?keyword=%2523%25E7%25BE%258E%25E6%258B%2589%25E5%25BE%25B7&amp;source=unknown\">#\u7f8e\u62c9\u5fb7<\/a> (Maillard style) has amassed 3.7 million notes with over 1.5 billion views as of July 3<sup>rd<\/sup>, 2025, underscoring the significant popularity of this style.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"780\" height=\"1040\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-maillard.jpg\" alt=\"quiet luxury in China - Maillard style\" class=\"wp-image-63489 lazyload\" style=\"--smush-placeholder-width: 780px; --smush-placeholder-aspect-ratio: 780\/1040;width:418px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-maillard.jpg 780w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-maillard-225x300.jpg 225w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-maillard-768x1024.jpg 768w\" data-sizes=\"(max-width: 780px) 100vw, 780px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source: <em>Xiaohongshu @9777622938, Maillard styled outfits from 2024 and 2025<\/em><\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Navigating quiet luxury in China: adaptation and challenges<\/h3>\n\n\n\n<p>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, <a href=\"https:\/\/www.vogue.co.uk\/fashion\/article\/the-row-quiet-luxury\">The Row<\/a>, 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.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img decoding=\"async\" width=\"1400\" height=\"622\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-the-row.jpg\" alt=\"quiet luxury in China - The Row\" class=\"wp-image-63490 lazyload\" style=\"--smush-placeholder-width: 1400px; --smush-placeholder-aspect-ratio: 1400\/622;width:840px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-the-row.jpg 1400w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-the-row-300x133.jpg 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-the-row-800x355.jpg 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-the-row-768x341.jpg 768w\" data-sizes=\"(max-width: 1400px) 100vw, 1400px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p class=\"has-text-align-center\"><em>Source: Xiaohongshu, Some of the favorite brands of Maillard-style enthusiasts<\/em><\/p>\n\n\n\n<p>Other luxury brands are <a href=\"https:\/\/mexicobusiness.news\/ecommerce\/news\/global-luxury-market-declines-quiet-luxury-rises-china\">adapting their strategy<\/a> to stay relevant in the market by improving customer experiences, emphasizing craftsmanship, and sustainability due to consumers\u2019 growing appreciation for high-quality, timeless products. Brands such as Louis Vuitton, Gucci, and Balenciaga are expanding their \u201clogo-free\u201d 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.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quiet luxury in China: Redefining elegance and shaping the future of luxury<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Inspired by Western fashion and now thriving in China, the quiet luxury movement prioritizes timeless elegance over fleeting trends, reshaping luxury consumption.<\/li>\n\n\n\n<li>Unlike traditional luxury with bold logos, quiet luxury emphasizes refinement through quality material and minimalist designs.<\/li>\n\n\n\n<li>Characterized by high-quality, classic pieces and neutral color palettes, the old-money style signals refined taste and heritage.<\/li>\n\n\n\n<li>Clean-fit style, characterized by minimalist designs, garnered 1 million posts on Xiaohongshu.<\/li>\n\n\n\n<li>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.<\/li>\n\n\n\n<li>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.<\/li>\n\n\n\n<li>Luxury brands adapt by expanding logo-free collections and highlighting craftsmanship and sustainability to meet the growing demand.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Gain a better consumer and trend understanding with our expertise<\/h2>\n\n\n\n<p>In China&#8217;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&#8217;s affluent consumers. <strong><a href=\"https:\/\/daxueconsulting.com\/contact-us-now\/\">Collaborate with us<\/a><\/strong> to master the subtleties of China&#8217;s quiet luxury market and ensure your brand thrives in this sophisticated landscape.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img decoding=\"async\" width=\"4000\" height=\"1400\" data-src=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2.png\" alt=\"Daxue Consulting banner\" class=\"wp-image-61245 lazyload\" style=\"--smush-placeholder-width: 4000px; --smush-placeholder-aspect-ratio: 4000\/1400;width:1015px;height:auto\" data-srcset=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2.png 4000w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2-300x105.png 300w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2-800x280.png 800w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2-768x269.png 768w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2-1536x538.png 1536w, https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/03\/1-2-2048x717.png 2048w\" data-sizes=\"(max-width: 4000px) 100vw, 4000px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" \/><\/figure>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In China, a shift towards quiet luxury has emerged, prioritizing restraint and timeless elegance over fleeting trends. The term \u201cquiet luxury\u201d 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, [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":63491,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","inline_featured_image":false,"episode_type":"","audio_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[14288,27],"tags":[644,1923,17283],"daxue_industry":[],"class_list":["post-61806","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chinese-consumers","category-luxury-china","tag-china-luxury-market","tag-luxury-consumers-china","tag-quiet-luxury-in-china"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Quiet luxury in China: A refined twist on a Western fashion trend<\/title>\n<meta name=\"description\" content=\"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Quiet luxury in China: A refined twist on a Western fashion trend\" \/>\n<meta property=\"og:description\" content=\"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\" \/>\n<meta property=\"og:site_name\" content=\"Daxue Consulting - Market Research and Consulting China\" \/>\n<meta property=\"article:published_time\" content=\"2025-07-11T03:33:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1429\" \/>\n\t<meta property=\"og:image:height\" content=\"953\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Daxue_Writing\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:site\" content=\"@DaxueConsulting\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Daxue_Writing\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\"},\"author\":{\"name\":\"Daxue_Writing\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/person\/5b3f1cb2603ed6110e21e9dda35b61a9\"},\"headline\":\"Quiet luxury in China: a tale of classical aesthetics and enduring quality\",\"datePublished\":\"2025-07-11T03:33:27+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\"},\"wordCount\":1368,\"publisher\":{\"@id\":\"https:\/\/daxueconsulting.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg\",\"keywords\":[\"China luxury market\",\"luxury consumers china\",\"quiet luxury in china\"],\"articleSection\":[\"Chinese consumers\",\"Luxury China\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\",\"url\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\",\"name\":\"Quiet luxury in China: A refined twist on a Western fashion trend\",\"isPartOf\":{\"@id\":\"https:\/\/daxueconsulting.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg\",\"datePublished\":\"2025-07-11T03:33:27+00:00\",\"description\":\"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage\",\"url\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg\",\"contentUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg\",\"width\":1429,\"height\":953},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/daxueconsulting.com\/#website\",\"url\":\"https:\/\/daxueconsulting.com\/\",\"name\":\"Daxue Consulting - Market Research and Consulting China\",\"description\":\"Daxue Consulting, your partner for strategic China research\",\"publisher\":{\"@id\":\"https:\/\/daxueconsulting.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/daxueconsulting.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/daxueconsulting.com\/#organization\",\"name\":\"Daxue Consulting\",\"url\":\"https:\/\/daxueconsulting.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg\",\"contentUrl\":\"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg\",\"width\":441,\"height\":98,\"caption\":\"Daxue Consulting\"},\"image\":{\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/DaxueConsulting\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/daxueconsulting.com\/#\/schema\/person\/5b3f1cb2603ed6110e21e9dda35b61a9\",\"name\":\"Daxue_Writing\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Quiet luxury in China: A refined twist on a Western fashion trend","description":"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/","og_locale":"en_US","og_type":"article","og_title":"Quiet luxury in China: A refined twist on a Western fashion trend","og_description":"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.","og_url":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/","og_site_name":"Daxue Consulting - Market Research and Consulting China","article_published_time":"2025-07-11T03:33:27+00:00","og_image":[{"width":1429,"height":953,"url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg","type":"image\/jpeg"}],"author":"Daxue_Writing","twitter_card":"summary_large_image","twitter_creator":"@DaxueConsulting","twitter_site":"@DaxueConsulting","twitter_misc":{"Written by":"Daxue_Writing","Est. reading time":"7 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#article","isPartOf":{"@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/"},"author":{"name":"Daxue_Writing","@id":"https:\/\/daxueconsulting.com\/#\/schema\/person\/5b3f1cb2603ed6110e21e9dda35b61a9"},"headline":"Quiet luxury in China: a tale of classical aesthetics and enduring quality","datePublished":"2025-07-11T03:33:27+00:00","mainEntityOfPage":{"@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/"},"wordCount":1368,"publisher":{"@id":"https:\/\/daxueconsulting.com\/#organization"},"image":{"@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage"},"thumbnailUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg","keywords":["China luxury market","luxury consumers china","quiet luxury in china"],"articleSection":["Chinese consumers","Luxury China"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/","url":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/","name":"Quiet luxury in China: A refined twist on a Western fashion trend","isPartOf":{"@id":"https:\/\/daxueconsulting.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage"},"image":{"@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage"},"thumbnailUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg","datePublished":"2025-07-11T03:33:27+00:00","description":"Quiet luxury in China prioritizes timeless elegance and minimalist designs over fleeting trends, reshaping luxury consumption.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daxueconsulting.com\/quiet-luxury-in-china\/#primaryimage","url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg","contentUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2024\/04\/daxue-consulting-quiet-luxury-in-china-cover.jpg","width":1429,"height":953},{"@type":"WebSite","@id":"https:\/\/daxueconsulting.com\/#website","url":"https:\/\/daxueconsulting.com\/","name":"Daxue Consulting - Market Research and Consulting China","description":"Daxue Consulting, your partner for strategic China research","publisher":{"@id":"https:\/\/daxueconsulting.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/daxueconsulting.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/daxueconsulting.com\/#organization","name":"Daxue Consulting","url":"https:\/\/daxueconsulting.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/","url":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg","contentUrl":"https:\/\/daxueconsulting.com\/wp-content\/uploads\/2021\/05\/daxue-consulting-logo-1.svg","width":441,"height":98,"caption":"Daxue Consulting"},"image":{"@id":"https:\/\/daxueconsulting.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/DaxueConsulting"]},{"@type":"Person","@id":"https:\/\/daxueconsulting.com\/#\/schema\/person\/5b3f1cb2603ed6110e21e9dda35b61a9","name":"Daxue_Writing"}]}},"_links":{"self":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts\/61806","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/users\/39"}],"replies":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/comments?post=61806"}],"version-history":[{"count":0,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/posts\/61806\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/media\/63491"}],"wp:attachment":[{"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/media?parent=61806"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/categories?post=61806"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/tags?post=61806"},{"taxonomy":"daxue_industry","embeddable":true,"href":"https:\/\/daxueconsulting.com\/wp-json\/wp\/v2\/daxue_industry?post=61806"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}