By Sitha Maliwa:
Loud luxury is turning up the volume globally with its unapologetic logos, electric colours, and eye-catching designs, and the buzz shows no signs of quieting down. By the end of 2024, brands like Gucci, Versace, and Dolce & Gabbana saw a 40% to 60% surge in popularity as the world leaned into high-visibility fashion once again. And in South Africa, that trend is hitting all the right notes. While quiet luxury may still dominate minimalist runways in Europe, local style is fuelled by self-expression, visibility, and cultural pride, making loud luxury not just a fad, but a fashion identity.
Michael Zahariev, co-founder of Luxity, South Africa’s leading pre-owned luxury reseller, has had a front-row seat to this sartorial shift. “Loud luxury is all about making a statement, and that speaks directly to South African consumers. Whether it’s a monogrammed Louis Vuitton tote or a bold Balenciaga sneaker, people want their fashion to be seen and celebrated.”
What exactly is loud luxury?
Oversized logos. Flamboyant prints. Unapologetic glamour. Loud luxury doesn’t purr quietly – it roars. It’s the kind of fashion that’s made for selfies, street style snaps, and Insta Reels. Think Gucci’s double-G belts, Versace’s gold baroque patterns, or Moschino’s playful silhouettes.
And it’s not just about aesthetics. “Loud luxury is deeply tied to visibility and status,” Zahariev explains. “For many South Africans, fashion is a form of upward mobility – a way to express success, confidence, and individuality. After all, what’s the point of luxury if you can’t show it off?”
In cities like Johannesburg and Cape Town, fashion is as much about personality as it is about prestige. Here, luxury isn’t confined to quiet whispers of wealth, it’s a vibrant, vocal part of daily life.
From fashion-forward students to emerging influencers and established professionals, South Africans wear their stories on their sleeves – literally.
“Loud luxury resonates because it aligns with our culture,” says Zahariev. “We’re not shy about colour or confidence. Fashion here is fun, bold, and expressive and luxury is no exception.”
Zahariev adds that the influence of celebrity culture and social media only amplifies the appeal. “Local and global stars embracing the bold ‘mob wife’ aesthetic, including animal print coats, statement sunglasses, and dripping designer, have reignited interest in dramatic, maximalist fashion. And it’s trickling down from the red carpet to the city streets.
BUT WHAT ABOUT QUIET LUXURY?
Of course, quiet luxury still holds court in global fashion circles. Inspired by minimalist icons like Gwyneth Paltrow and Sofia Richie, it’s all about muted palettes, subtle tailoring, and timeless elegance. Think Hermès, The Row, and Brunello Cucinelli – brands that trade in discretion over dazzle.
“Quiet luxury appeals to a different mindset,” Zahariev points out. “It’s about craftsmanship, longevity, and subtle status – less logo, more legacy.” And while some South African shoppers appreciate these understated classics, the demand for them is typically concentrated among older, high-net-worth individuals or seasoned collectors.
“The truth is, both trends have a place,” he shares. “But we’re seeing louder styles dominate, especially among younger customers. They want pieces that photograph well, tell a story, and signal their place in the world.”
THE FUTURE IS BOLD
Zahariev believes the resurgence of loud luxury is more than just a fashion cycle – it’s a reflection of post-pandemic optimism, a renewed appetite for joy, and a move away from uniform minimalism. “After two years of beige coats and clean girl aesthetics, people are ready for fun again. Loud luxury lets them celebrate that…loudly.”
And with Luxity’s new store opening in Sandton City’s Diamond Walk, that celebration has a fitting home. “We’re creating a space where bold meets beautiful and where every customer can find pieces that reflect their personal style, whether that’s minimalist chic or maximalist flair,” he concludes.
In the global faceoff between quiet and loud luxury, South Africa isn’t sitting quietly. It’s dancing to a louder beat and looking good while doing so. – @NewsSA_Online
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