“Loud luxury” is poised for a comeback as ailing fashion houses attempt to inject a sense of newness and novelty into their designs to win over weary shoppers.
A flurry of new creative directors at brands including Gucci, Chanel and Versace, and the arrival of new Kering
CEO Luca de Meo, are seen phasing out “quiet luxury” subtlety in favor of statement styles, in what analysts say could be a turning point for the industry.
“We are seeing a shift to a bit more visible luxury at the moment,” Carole Madjo, head of European luxury goods research at Barclays, told CNBC’s “Squawk Box Europe” last month.
“Luxury fashion is a cycle. Now, with quiet luxury being a few years old, you want something else. Back to my novelty, newness thesis: I think this is now the focus.”
