When the average person hears the word fashion, they probably imagine a myriad of iconic

Chanel double Cs or Louis Vuitton monograms being struck down the runway.

But there's a new kid on the block and they struck to a beat that sounds a bit more like this.

Hello, I'm Gabrielle Shaw,

and this is Business Daily from BBC World Service.

Today, we're looking at the rise of quiet luxury in fashion,

starting things off with asking, what is it?

Quiet luxury isn't really a trend trend per se. It's a style

philosophy that's been quietly shaping wardroats for ages. It's something that fashion magazine

editors have always preached, investing in elevated classics, pieces that are low-key and unassuming,

but incredibly well-made, and that are designed to last a lifetime. So basically moving away from things like flashy logos,

from anything that's too of the moment or trend-led, from anything that can be easily time-stamped.

So, is time running out on this era of branding and logos?

What's the motivation behind consumers wanting to tone things down?

And just how much loud money is quite luxury-making, all coming up on Business Daily.

Hello, it's Gabrielle.

Hello.

The door is open.

When it comes to consumer hype and market share,

quiet luxury has traditionally been just that.

Quiet.

The muted tones and clean lines of legacy brands like Chloe or Celine have steadfastly held down the fort,

...