What is "Coded/Quiet Luxury"?

In these times, luxury brands are experiencing a huge boom - especially brands like Gucci, Prada and Louis Vuitton. The majority of people will immediately recognise the origin of the item. But there is a more distinguished, a more subtle and understatement kind of luxury that only few people will notice when you wear it - the so called "coded luxury" (also "quiet luxury"). 

As the name suggests, coded/quiet luxury does not rely on big logos but communicates the manufacturer of the respective garment through completely different ways like small details (suede trims, zippers, buttons...), cuts or certain iconic pieces.

Often the garments are so inconspicuous that many people could quickly confuse them with those of larger not so high quality manufacturers. However, that is often the goal of those wearing them, namely that only people who are also into this topic will recognise what brand someone is wearing. A bit along the lines of "if-you-know-you-know."

The topic of coded luxury has also increasingly found its way into media presence, for example in series such as Gossip Girl or Succession.

Gstaad Guy has managed to connect the more conservative industry with Instagram's younger viewership. In 2021, Loro Piana even entered into a collaboration with him. Many young viewers first became aware of the brand through in.

Brands that stand for coded luxury: 

Loro Piana 

Brunello Cucinelli 




John Lobb 



But also more popular brands have an assortment that reflects a more quiet luxury: 



 Bottega Veneta



How do you identify coded Luxury?

There is no particular criterion by which you can recognize it. It's minor details or certain iconic pieces, as previously described. 

By the following we show you some examples: 


The Loro Piana - Open Walks: 

 Suede Trims (Loro Piana Jacket worn by Jose Mourinho):


 Brunello Cucinelli Cashmere Knit Jacket (worn by Pep Guardiola):


Brad Pitt (fully dressed in Brioni):