The Future of Quiet Luxury
Spring 2025
The Future of Quiet Luxury explores a profound shift in the luxury market, where emotional connection, authenticity, and cultural alignment redefine status and value for younger consumers. This SCADask report draws from new survey data, interviews, and brand case studies to examine how Millennials and Gen Z are driving a new model of luxury centered on human connection. Rather than loud logos and spectacle, quiet luxury emphasizes resonance and synergy — subtle expression, sustainable practices, and intentional collaboration. From Hermès to Altuzarra, leading brands demonstrate how storytelling, restraint, and emotional depth shape luxury’s next chapter: intimate, ethical, and designed to last.
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SCADask generates timely research at the intersection of commerce, creativity, and culture. With a purpose of educating the public with new insights on trending topics as well as elevating SCAD as the preeminent source of knowledge in the disciplines we teach, SCADask equips external partners to address a wide range of emergent business opportunities. Under the supervision of qualified university leaders, SCADask identifies, formulates, and tackles research questions that are relevant to SCAD disciplines and appealing to a general interest audience. The qualitative and quantitative results and strategic insights produced from SCADask research synthesize existing knowledge from SCAD programs and new research assignments with external partners.
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