"Quiet luxury" – the well documented concept of
logo-free, understated (and let's face it, expensive) style.
Think Gwyneth head to toe in 'The Row'. It's a concept
that doesn't seem to be going anywhere and, it's
interesting to see how some of the larger, more established fashion
houses, well-known for their monochrome branding and bold logos
react to this. I'm thinking of the likes of Gucci, Louis
Vuitton, Chanel to name just a few, who have built their reputation
on clothes, shoes and handbags covered in monochrome prints and
standout logos.
With my trade mark attorney hat on, I'm really interested to
see the impact this will have on the trade mark strategies of our
fashion clients. Whilst we have seen that some of the larger
fashion houses launch separate collections which offer a more
discrete, understated offering which appeals to 'quiet
luxury'. For some smaller, less established brands who may not
have such a wide product offering or large budgets to offer
