The Allure of 'Quiet Luxury': Style Without Flash or Logos.

Logo-free fashion with high price tags, known as "quiet luxury" or "stealth wealth," is becoming popular among the rich and aspirational buyers. The trend, which traces its roots back to the 19th-century Gilded Age and France in the 1700s, is characterized by neutral-toned designer clothes without logos or flashy prints. Retailers and designers are taking note of the trend, with some brands leaning into the more classic sensibility. However, analysts note that minimalism isn't everything, and logos and recognizable prints are still popular among some consumers.