In the luxury market, moving away from overt branding towards Quiet Luxury, or “stealth wealth.” This report identifies and ranks the Top 10 Quiet Luxury brands based on a weighted analysis of consumer sentiment, brand mentions, and press coverage over the five year period.
The analysis reveals that brands prioritizing craftsmanship, material quality, and discretion have cemented their status as leaders in this new era of luxury consumption. Loro Piana emerged as the top ranked brand, closely followed by Hermès and The Row, demonstrating the market’s appreciation for heritage and uncompromising quality. The success of these brands is underpinned by a consumer base that values intrinsic product attributes and emotional connection over conspicuous display.
The Rise of Discretion
Quiet Luxury is defined as a style of affluence characterized by understated elegance, high quality materials, and minimal visible branding. It is a deliberate rejection of “logo heavy” or “loud” luxury, appealing to a consumer who seeks discretion and an “if you know, you know” exclusivity.
The 2020–2025 period saw this trend accelerate, driven by socio-economic factors and a generational shift towards authenticity and sustainability. The market responded by rewarding brands that focused on enduring style and superior craftsmanship. This report provides a data driven ranking of the brands that most effectively captured the essence and market share of the Quiet Luxury movement during this transformative period.
Our Ranking Criteria
The ranking of the Top 10 Quiet Luxury Brands was determined using a weighted scoring model based on three key performance indicators (KPIs) from 2020 to 2025:
| KPI | Description | Weighting |
| Consumer Sentiment | Reflects brand desirability, customer loyalty, and search interest growth, particularly post 2023 when the trend gained momentum. Data includes Google Trends analysis and reported customer retention rates. | 40% |
| Quiet Luxury Mentions | Measures the volume and quality of brand mentions in relation to “quiet luxury,” “stealth wealth,” and “old money” aesthetics across social media and digital platforms. | 30% |
| Press Coverage | Quantifies the frequency and positive tone of coverage in authoritative fashion and business publications (e.g., Vogue, McKinsey, Forbes), focusing on the brand’s role in the Quiet Luxury movement. | 30% |
Top 10 Quiet Luxury Brands in 2026
The following table presents the final ranking and weighted scores for the Top 10 Quiet Luxury Brands from 2020–2025:
| Rank | Brand | Final Score |
| 1 | Loro Piana | 9.68 |
| 2 | Hermès | 9.56 |
| 3 | The Row | 9.26 |
| 4 | Bottega Veneta | 9.08 |
| 5 | Brunello Cucinelli | 8.89 |
| 6 | Khaite | 8.54 |
| 7 | Loewe | 8.36 |
| 8 | Jil Sander | 8.31 |
| 9 | Max Mara | 8.06 |
| 10 | Valextra | 7.28 |
1. Loro Piana
Loro Piana’s top ranking is a testament to its reputation as the ultimate textile purveyor. Known for sourcing the world’s finest and rarest fibers, such as vicuña and baby cashmere, the brand’s success is built on material excellence and an almost invisible form of luxury. While historically discreet, Loro Piana experienced a surge in press coverage in 2025, strategically embracing the spotlight while maintaining its core values.
2. Hermès
Hermès maintains its position as a pillar of Quiet Luxury. Its iconic leather goods, such as the Birkin and Kelly bags, are instantly recognizable to the discerning consumer yet feature minimal overt branding. The brand’s commitment to traditional craftsmanship and controlled production volume ensures high desirability and perceived exclusivity, contributing to its high consumer sentiment score.
3. The Row
Founded by Mary Kate and Ashley Olsen, The Row is the quintessential modern Quiet Luxury brand. Its aesthetic is defined by impeccable tailoring, minimalist silhouettes, and the use of premium fabrics. The brand’s philosophy of letting quality speak for itself, often eschewing logos entirely, resonated strongly with the “stealth wealth” trend, earning it a high score in Quiet Luxury Mentions.
4. Bottega Veneta
Bottega Veneta’s success is rooted in its distinctive “intrecciato” weave, which serves as a recognizable brand signature without relying on a logo. The brand’s creative direction from 2018 and 2021 successfully modernized its aesthetic, making it a favorite among fashion insiders and driving high press coverage and consumer interest.
5. Brunello Cucinelli
Brunello Cucinelli is synonymous with “humanistic capitalism” and the finest Italian cashmere. The brand’s focus on ethical production and timeless, comfortable elegance appeals to a mature, affluent consumer. Its consistent financial performance and focus on quality over trend secured its place in the top five.
6. Khaite
Khaite, a newer entrant to the luxury space, has quickly become a favorite for its elevated basics and modern, sophisticated designs. The brand is frequently cited in discussions of the “old money” aesthetic, demonstrating strong performance in Quiet Luxury Mentions and a growing consumer base.
7. Loewe
Under the creative direction of Jonathan Anderson, Loewe has successfully blended its Spanish heritage of leather craftsmanship with a modern, artistic sensibility. While some designs are more expressive, its core leather goods and ready to wear pieces maintain a high standard of quality and subtlety that aligns with the Quiet Luxury ethos.
8. Jil Sander
Jil Sander, the original “Queen of Less,” continues to be a benchmark for minimalist design. The brand’s consistent focus on clean lines, neutral palettes, and impeccable tailoring ensures its enduring relevance in the Quiet Luxury conversation.
9. Max Mara
Max Mara is celebrated for its iconic outerwear, particularly the timeless 101801 coat. The brand’s philosophy centers on creating elegant, high quality pieces that transcend seasonal trends, making it a reliable choice for consumers who value enduring style.
10. Valextra
Valextra is a Milanese leather goods house known for its architectural shapes and complete absence of visible logos. Its high quality, functional designs appeal to the most discreet luxury consumers, earning it a place in the top 10 for its pure embodiment of the “silent branding” concept.
