Shhh...
American luxury’s quiet, matter-of-fact revolution
Fashion, like many industries that rely on social media to connect with their consumers, is compelled to quickly follow trends and hot concepts, and in turn share that with their audience. The result is an onslaught of seemingly constant messaging that can become intrusive. To the consumer, it becomes a lot of noise. Some American brands, however, are pursuing a different approach, rising above the hustle and bustle to grow their businesses without pushy marketing.
The Row, Gabriela Hearst, and Ryan Roche, all young relative to Europe’s heritage luxury giants, make up for their lack in history with one attractive value proposition: quietness. They offer consistency in careful, elevated designs, quality fabrics, attention to practical details, and precise tailoring while keeping their distance from the spotlight. The Row, for instance, is almost entirely anti-publicity, despite being founded and self-financed by Mary-Kate and Ashley Olsen. The line was first sold with no labels; the handbags are logo-free. When the men’s line debuted, the brand shot no promotional imagery. Gabriela Hearst is known for doing everything to push forward the causes she champions while maintaining an understated presence. Ryan Roche works from her barn-studio in upstate New York, where she focuses more on building a wardrobe of consistent, practical staples, rather than growing a massive Instagram following.
These labels cultivate a note of mystery, matter-of-factness, and purpose. Their success proves that consumers will pay for good products, no matter how they find them.
Sources: BoF (September 9, 2019) | Financial Times (March 6, 2016) | Image: Andrew H. Walker/Getty