24-04-2025
How South Africa is defining its own version of quiet luxury
In a society where success is often measured by branded fashion, quiet luxury is not South Africa's dominant aesthetic. Financial status is frequently signaled through monogrammed bags, logo-emblazoned T-shirts, and statement pieces from brands like Dolce & Gabbana, Gucci and Louis Vuitton.
According to Harper's Bazaar, quiet luxury is an aesthetic that moves away from logos and trend-driven fashion, focusing instead on timeless investment pieces. This style emphasizes high-quality basics, subtle hues, and expert tailoring.
The trend gained momentum in 2023 as celebrities such as Hailey Bieber, Sofia Richie and Sabrina Elba embraced minimalist luxury with brands like Miu Miu, Celine and Hermès.
Why South Africans gravitate toward loud luxury
Despite the rise of quiet luxury globally, South Africans have historically leaned toward bold, statement-driven fashion.
Koa Matlala, a 26-year-old stylist at Levi's House of Strauss, explains that this preference is deeply rooted in the country's history and social landscape.
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'South Africa has a deeply expressive fashion culture, and that makes sense when you consider our history and social landscape,' Koa says. She explains that fashion in South Africa is often a form of storytelling, where individuals use clothing to assert identity.
'Statement pieces - whether through colour, print, or structure—play a big role in how we communicate status, confidence, and creativity,' she adds.
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A unique take on quiet luxury
While many South Africans may gravitate toward loud luxury like the 'Izikhothane' movement where individuals engage in public displays of wealth by wearing and often destroying expensive items to assert social status, the concept of quiet luxury is evolving within the local market.
Koa believes that South Africans have found a way to redefine it on their own terms.
'I think quiet luxury already exists here, but in a way that makes sense for our market. It's not about stripping fashion down to neutrals or rigid rules - it's about a growing appreciation for pieces that feel intentional, tastefully made, and built to last,' she says.
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Koa attributes this shift to the increasing accessibility of fashion information, as well as a growing consciousness around quality and craftsmanship.
'There's also a shift towards a more discreet kind of luxury - whether that's beautifully tailored local pieces, high-quality independent brands, or even logos that are more abstract and function as an 'if you know, you know' statement rather than a loud status symbol,' she adds.
Some South African celebrities, such as Kefilwe Mabote, Sarah Langa and Blue Mbombo, embody this blend of quiet and bold luxury.
'Some celebrities really capture the essence of quiet luxury, focusing on impeccable tailoring, rich fabrics, and effortless styling. Others put their own spin on it, blending subtle luxury with recognizable statement pieces, which makes sense given our cultural love for bold fashion,' Koa says.
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Her favourite part? Seeing how local designers and style leaders are redefining luxury in a uniquely South African way.
'At the end of the day, I think luxury - quiet or otherwise - should feel personal. The true essence of it isn't about following a trend but about investing in pieces that align with your style, your values, and how you want to move through the world.'
