The current “#quietluxury” trend has many characteristics in common with calls for more climate conscious consumption. Quiet luxury can be defined as “clothing of the highest quality, that has timelessness, is sophisticated and understated.” It is focused at buying less, but better, investing in classic pieces that will last longer and seeking out quality materials.
It is commonly known that the state of the world influences how people are dressing. According to Thomaï Serdari – director of the fashion and luxury MBA program at NYU’s Stern School of Business – we are now living through tough times, because of diminishing disposable incomes and a potential recession coming our way. At the same time, there is an increased focus on sustainability and conscious consumerism.
Serdari states that ´quiet luxury’ is also about thinking twice about whether you need a sweater that is going to disintegrate after two washes or whether you want to wait and invest in something that you can wear for years. In that respect, this trend will no doubt increase the need for safe and professional washing and/or dry-cleaning. Consequently, the PTC industry may not only benefit from ‘quiet luxury’, but may also play a critical role in the trend!
