LVMH’s US CEO, Anish Melwani, said he thinks quiet luxury may be in the past. “I think, hopefully, we’re past the term quiet luxury; that was getting pretty annoying,” Melwani said. Quiet luxury has been the dominant trend in fashion recently, superseding logomania. Quiet luxury might be its way out, and the CEO of LVMH US is pretty happy about it.
Loro Piana’s Resort 2025 Collection, dubbed “A Venetian Reverie”
“I think, hopefully, we’re past the term quiet luxury; that was getting pretty annoying,” the CEO of LVMH US, Anish Melwani, said on a panel at the Milken conference in California on Tuesday. Melwani went on to describe how quiet luxury has played out in two of LVMH’s major maisons — Loro Piana and Fendi. “If you ask Loro Piana, they would say, “We’ve been doing quiet luxury for 50 years.” And if you actually look at Fendi — Fendi has had its periods where it’s been heavily logoed and monogrammed; and there’s been periods where less than 2 percent of the product line had any logo on it at all”, Melwani said. LVMH’s chief, Bernard Arnault, has recognised that customers who purchase luxury goods “are not monolithic in what makes them feel accomplished”. He added that the maisons in LVMH’s portfolio use their heritage to create a “feeling of desirability.”
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Fendi 2025 Summer Collection with Song Hye Kyo (Left) and Bang Chan (right)
Representatives for LVMH declined to comment further when contacted. Quiet luxury has been the dominant trend in fashion post-COVID-19. It involves purchasing well-made, exquisitely tailored clothes that lean into minimalism. The trend’s popularity has also seen a boost from TV shows like “Succession”, where its characters shun logos and opt for effortless luxe over “ludicrously capacious” logo-heavy bags.
Brunello Cucinelli Men’s Fall-Winter 2025 Collection
More importantly, quiet luxury precipitated a push for clothes without flashy logo buckles or prints, which benefited brands like Loro Piana, Brunello Cucinelli, and Hermès over some of the big names in LVMH’s stable of luxury houses, including Dior, Fendi and Louis Vuitton. Bank of America analysts said in January that the quiet luxury trend might just be killing big luxury brands. That’s because logos not being part of the designs make it way easier for people to replicate high-end looks with low-cost dupes, the analysts said.
Read More: Loro Piana’s Fall/Winter 2024 Collection is Anything But “Quiet Luxury”
That analyst note followed a bad year for luxury. LVMH and its industry cohorts’ earnings slumped in 2024 amid macroeconomic headwinds. LVMH has had a rocky start to 2025. On April 14, the company reported first-quarter revenue of EUR 20.3 billion, down 2 percent from a year earlier. In its April 14 earnings statement, however, the company said it “showed good resilience and maintained its powerful innovative momentum despite a disrupted geopolitical and economic environment”. LVMH stock is down 23 percent so far this year in Paris. Melwani has been the chairman and CEO of LVMH in North America since 2016. Prior to that, he was a senior partner at McKinsey.
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This article was written by Cheryl The and was first seen on Business Insider.
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