The Rise of Quiet Luxury: Shifting Consumer Mindsets in the Fashion Industry

The Rise of Quiet Luxury: Shifting Consumer Mindsets in the Fashion Industry

Influencers and Brands Embrace Quality, Sustainability, and Value in the Fashion Market

In a world dominated by fast fashion, where trends come and go at lightning speed, a growing number of consumers are seeking a more mindful approach to their shopping habits. Influencer Andrea Cheong, with her book titled “Why Don’t I Have Anything to Wear?”, has become a leading voice in this movement. With over 236,000 followers on TikTok, Cheong is part of a niche but expanding community of reformed fast fashion enthusiasts who are now focused on shopping less but better. This shift in consumer mindset is driven by a desire for quality, sustainability, and a sense of luxury.

The Educated Consumer:

Cheong uses her TikTok platform to educate her followers on how to identify high-quality products. She emphasizes the importance of material composition, fit, and overall product construction as key indicators. Her approach is not prescriptive, recognizing that different budgets and sustainability priorities exist. Instead, she aims to equip her followers with the tools to make informed decisions and shop more responsibly. Cheong advises against synthetic plastic materials like polyester, encourages attention to details like stitching quality and pattern matching, and urges consumers to look beyond “sustainability” labels that often lack substance.

Quality Business:

As the trend towards quiet luxury gains momentum, brands are finding success by meeting the demand for products that combine quality, value, and sustainability. Stockholm-based label Bite Studios, for example, has phased out polyester fabric in favor of wool and silk blends or other organic single fibers. By prioritizing long-lasting products made with high-quality fibers and highlighting responsible sourcing processes, brands can differentiate themselves in a crowded market. Another Tomorrow’s founder and CEO, Vanessa Barboni Hallik, notes that the demand for quality is expanding globally.

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Emotional Durability:

While some consumers are embracing responsible consumption, brands and retailers still face the challenge of convincing the majority of shoppers that investing in higher-quality, natural fiber pieces is worthwhile. Journalist Derek Guy suggests that brands can sell the concept of “emotional durability” – the idea that a garment with longevity holds sentimental value and can be passed down through generations. Limiting discounting, as done by New York-based brand Alex Mill, can also create a sense of exclusivity and encourage long-term loyalty. Brands must train their customers to value well-made, well-crafted products over discounts and low prices.


The fashion industry is witnessing a shift in consumer mindset as more individuals prioritize quality, sustainability, and value in their purchasing decisions. Influencers like Andrea Cheong are leading the charge, educating their followers on how to shop better and make more conscious choices. Brands that embrace this trend, such as Bite Studios and By Malene Birger, are finding success by offering long-lasting, responsibly sourced products. However, the industry still faces the challenge of convincing consumers to see the value in higher-quality pieces made from natural fibers. By emphasizing emotional durability and limiting discounting, brands can foster a deeper connection with their customers and encourage a shift towards a more sustainable and mindful fashion industry.

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