Luxury fashion shifts toward subtle branding and strategic collaborations

The luxury fashion industry is experiencing a shift in branding and design, moving away from the overt logomania of the 1990s and 2000s toward more subtle expressions of identity. This trend, often associated with ‘quiet luxury,’ sees brands integrating logos into the functional design of products rather than applying them as loud, external statements. For example, Loewe’s Type sandals incorporate the brand name into the metal buckles, making the logo a part of the object’s structure rather than a separate graphic.

In addition to changing branding aesthetics, the sector is seeing significant activity through high-profile collaborations and heritage celebrations. La Perla has introduced its Collection #00 to celebrate its history since its 1954 founding in Bologna. Meanwhile, British brands Barbour and Paul Smith have launched their third collaboration, inspired by the Scottish Highland Games. Other notable partnerships include a collaboration between Etro and Birkenstock, which blends Italian paisley patterns with German footwear comfort.