The term “quiet luxury” has gained popularity in recent years as a way to describe a new trend in luxury consumption. This trend is, allegedly, characterized by a more understated and subtle approach to luxury, where high-end products are bought for their quality and craftsmanship, rather than for their showiness or overt branding. However, the idea of “quiet luxury” is a load of crap because it still relies on buying extremely overpriced things that only the Uber-rich can afford.

Firstly, the very notion of “quiet luxury” is flawed because it suggests that luxury consumption can somehow be divorced from the broader social and economic context in which it takes place. In reality, the consumption of luxury goods is intimately tied to issues of wealth inequality and social status. Those who are able to afford luxury goods are typically part of a small, elite group of individuals who hold a disproportionate amount of wealth and power in society. By buying into the idea of “quiet luxury,” these individuals are simply attempting to justify their own excessive consumption in a way that is more palatable to others.

The show Succession is one of the main points of reference for this notion that luxury can be quiet. The story revolves around a family that owns one of the largest media companies in the world. Sure, they are not wearing flashy logos but they have private drivers and expensive houses. This is a perfect example of why there is no quiet luxury when you are a billionaire.

Shiv Roy: the live embodiment of quiet luxury. Photo: HBO

Moreover, the products that are typically associated with “quiet luxury” are often just as overpriced as their more ostentatious counterparts. For example, a “quiet luxury” handbag may not have the same flashy logos and embellishments as a more overtly branded bag, but it can still cost several thousand dollars. In many cases, the price of these items has little to do with their quality or craftsmanship, and more to do with the exclusivity that comes with owning something that only a select few can afford.

Another issue with the concept of “quiet luxury” is that it assumes that consumers are capable of making truly informed choices about the products they buy. In reality, the luxury industry is notorious for its lack of transparency, making it difficult for consumers to know where their products come from, how they were made, and whether they were produced ethically and sustainably. This means that even those who want to make more conscientious choices about their consumption are often left in the dark about the true cost of their purchases.

Ultimately, the idea of “quiet luxury” is a fallacy because it perpetuates the same old problems that have always been associated with luxury consumption. It reinforces the notion that wealth and status are very important things in life, and that owning expensive things is the ultimate sign of success. It also allows those who can afford luxury goods to justify their own consumption, while ignoring the broader social and economic implications of their actions.

In conclusion, the concept of “quiet luxury” is a false promise that does little to address the real problems with luxury consumption. If we truly want to create a more sustainable and equitable society, we need to move beyond the idea that owning expensive things is the ultimate goal in life. Instead, we should focus on building a world where everyone has access to the basic necessities of life, and where the pursuit of wealth and status is no longer the driving force behind our actions. Sorry, I do become a hippie every once in a while…