International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Volume 8 Issue 4
July-August 2026

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Silent Luxury: A Passing Trend or an Age-old Legacy?

Author(s) Shrey Singh
Country India
Abstract This study investigates whether "silent luxury" — a consumption philosophy defined by understated elegance, discreet branding, and heritage craftsmanship — represents a genuine, enduring shift in luxury consumer behaviour or merely a social media-amplified trend. Using a descriptive research design, primary data was collected via a structured questionnaire administered to 117 respondents across nine countries, including India, the United States, the United Kingdom, and several European nations, employing stratified, convenience, purposive, and snowball sampling techniques. The research applies the 4Ps marketing mix and the Segmentation-Targeting-Positioning (STP) framework to examine consumer familiarity, brand associations, income-based purchasing patterns, and sentiment toward silent luxury. Findings reveal that a majority of respondents (51.8%) perceive silent luxury as representative of true, lasting wealth rather than a passing trend, with brands such as Loro Piana, Ralph Lauren, and Bottega Veneta emerging as the strongest associations. The study also identifies a paradox central to the movement: while social media has been instrumental in popularising silent luxury, respondents widely believe that continued exposure and mass marketing risk eroding its core value of exclusivity. Additionally, the research finds that silent luxury resonates across income brackets, extending beyond high-net-worth individuals into aspirational, middle-income consumers who replicate the aesthetic through accessible fast-fashion alternatives. These findings suggest that silent luxury is not a fleeting cultural moment but a deeper, sustained repositioning of consumer values toward craftsmanship, discretion, and lifestyle-driven authenticity, with meaningful implications for how luxury brands structure their marketing and distribution strategies going forward.
Published In Volume 8, Issue 4, July-August 2026
Published On 2026-07-31
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E-ISSN 2582-2160
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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