With the 90’s minimalism a new trend is gaining ground, which stresses quality and sophistication over the constant changing fashion whims. These brands have been shaped by several branches of the family tree, that pursue ‘the no logo’ philosophy and target people who know how to identify true quality and have no need to show brands.

Hermes, (www.hermes.com), for instance, which was founded by Thierry Hermes in 1837 in Paris, started making horse saddles and carriage equipment. Today, vintage Hermes bags are sold at auctions at prices hovering USD 40,000 or USD 60,000. The company keeps the handcraft manufacturing techniques used 100 years ago.

Luxury as a value, viewed through the prism of harmonic living, respect of the environment and people is the essential vision that Brunello Cuccinelli (https://shop.brunellocucinelli.com)  had when he created his company in the 1990’s.  He started making pure cashmere sweaters dyed in various colours. Today, from a small refurbished castle in the hamlet of Solomeo, Italy, the company has grown into a luxury international powerhouse.

Loro Piana https://us.loropiana.com/en/ is an exclusive brand which stands out for innovating in the production of proprietary 100% purity materials: cashmere, merino wool and vicuña wool. Its casual chic collections are sought by the most demanding top-notch customers. Besides of the pure materials, it produces combinations of fibers such as cashmere and jean, or the extra soft fiber treated to result in a white fur-like material, and also, the environmentally friendly cashmere obtained from recycled cashmere clothes.

Bottega Veneta https://www.bottegaveneta.com/ preserves the venetian workshop style. It’s at those workshops where the flagship braided leather is made, the intracciato, as depicted in this video of the brand “Craft in Motion”: https://www.bottegaveneta.com/en-en/craft-in-motion/craft-in-motion.html

Low-key elegance, quality materials, handcrafted manufacturing and durability are the pillars on which the Olsen sisters created The Row: https://www.therow.com/  , the  most recent version of a silent luxury brand.

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Read this article in Spanish: https://boycapelvintage.com/luxury-news-es/

Written by Magdalena Bonta