Quiet luxury is the order of the day for anyone in the loop on the internet, and the buzz has spread to South Africa
From TikTok videos of Sophia Richie and Emily Mariko’s epic yet understated weddings, most netizens are keen to see how the rich live undercover
A South African TikTok creator gave online users tips on how they can exude wealth without giving it away at first glance by shopping wisely

What is the quiet luxury trend in 2023?
With many TikTok trends centred around the material, a trend emerged- ‘quiet luxury’. The term is best explained as an “if you know, you know” movement where investment in high-quality items trumps recognisable luxury brands/ logos.
The best example of what sparked the trend is Sophia Richie, whose wedding was dubbed as quiet luxury ideal despite criticism that the starlet still rocks branded items. Another ‘quiet luxury’ creator is Emily Mariko, whose shots showing a soft life hint that she is of old money.
The key idea is that quiet luxury is when someone is extremely wealthy, but it is not obvious thanks to their often minimalist aesthetic.
What are quiet luxury examples?
The essence of achieving quiet luxury is to invest in quality over simply the name. Harpers Bazaar explained it as a lifestyle instead of a trend. This is because it involves buying with intention and paying attention to the materials used to produce items.
A TikTokker @tanner.leatherstein, breaks down popular bags to assess their quality. Most time, the quality is not dependent on the leather, and his video reveals the bitter truth.
See what he found in a Jacquemus mini bag, which retails for over R11 000:
A Lous Vuitton bag might be all the rave, but is the leather as good as a lesser-known brand such as Neous’ Phoeniz Baguette bag?
Watch a breakdown of a quiet luxury brand, Polene, in comparison to the popular brand:
Why is quiet luxury everywhere?
Quiet luxury does not necessarily mean that you must invest in pieces from expensive designers. Instead, adapt the ethos of quiet luxury, which is buying minimally and only when it is quality.
Instead of focusing on the brand, focus on the quality of the product and whether it communicates what you want to say. For example, Emily Mariko was dubbed Quiet Luxury Goals by Cosmopolitan and other publications when she rocked simple-cut dresses by Mario Palis for her wedding.
The quality is palatable in the way the garments fit and moved on Emily Mariko.
Quiet luxury is all about investment and getting good value for your money. Some South Africans are already on the quiet luxury trend that prioritises quality above all.
Watch a South African on TikTok @nonimfusi‘s quiet luxury recommendation:
Next time you are about to splurge, think to yourself, would you buy if it did not have that coveted designer name? Your answer is the best guide for anyone looking to take on quiet luxury.
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