Luxebook July 2023

popularity of trademarks on social media has increasingly decreased over the past several months as online celebrities have tried to present their wealth in a way that is comparable to that of the wealthiest and most affluent in the globe. They have gradually started to change the way they dress, choosing pieces that are modest in terms of colour and shape and sourcing them from companies whose main distinguishing characteristics are workmanship and timelessness rather than from an overrated luxury brand. Sustainability in Quiet Luxury Fast-fashion brands replicate popular outfits from recent fashion shows or social media posts easily, in big quantities, and at a low price. It is no doubt that the fashion industry burns a lot of resources, and with the recent emergence of new fast-fashion companies, this wastefulness has only increased. The fashion industry emits more carbon than international flights and maritime shipping combined. As consumers worldwide buy more clothes, the demand for quality clothes and new styles is increasing day by day. Fashion production makes up to 10% of humanity’s carbon emissions which dries up water sources and pollutes river and streams. The mass production of clothes has resulted in harming the environment. This is when sustainable fashion enters the picture. Since consumers have grown more aware of these realities over the past several years, they have started to avoid fast fashion in favour of shopping with a sustainable mind. As a result, more people are choosing to buy items that are not only made in a way that is kinder to the environment but also strong and timeless. Quiet luxury, or maybe even the quiet luxury style, is a perfect fit for people wishing to purchase in accordance with these more environmentally friendly principles. It has been the most blatant response to fashion’s present push for sustainability as a trend that focuses mostly on supporting classic designs and high-quality workmanship. Although the trend does not explicitly link to or support sustainability, perhaps the quiet luxury themes, such as simplicity, high-quality construction, less is more, and lifetime wearability, can draw attention away from massmade quick fashion and indirectly help to lessen environmental impact, foster greater social responsibility, and aid in climate change mitigation. Can India do ‘Quiet Luxury’? India’s history demonstrates that the country has a lengthy past of prosperity. The most gorgeous textiles have been fashioned here, and some of the best diamonds have been dug from our earth. Expensive spices are also produced here. Cartier was made famous by Indian world in exquisite sarees, and quiet luxury fashion quickly became the talk of the town. In urban India a few decades later, Sonia Gandhi, Simi Garewal, and the majority of the female population have advanced in this order. The emphasis is different on the subcontinent because for us, quiet luxury is defined by the beauty of the fabrics which can range from thick silks hand-woven in vivid hues to pure muslin and the intricateness of their weaves. We follow the idea of not having the label splashed all over but we don’t follow the idea of having that minimalist look. So, to summarise it, India can do quiet luxury with a little noise. rajahs like Maharaja Bhupinder Singh of Patiala and Maharaja Digvijay Singh of Nawanagar who ordered extravagant pieces encrusted with enormous diamonds, rubies, emeralds, and pearls. Luxury was created in India even before iconic worldwide companies like Cartier and Louis Vuitton were established, and for Indians, luxury still implies customization, personalization, and meticulous workmanship. To this day, luxury in India means having bespoke patola and paithani sarees weaved and ornamented, having the best-embroidered muslin handkerchiefs, and supervising the fabrication of customized temple jewels or polki jewelry. Since India’s pre-colonial history of genuine wealth and richness, which was strongly connected with the homeland, has existed, people have engaged in this luxurious practice. Even in 2023, individuals would continue to aspire to own textiles and handicrafts from India as symbols of prosperity. These textile wonders are manufactured to order and slow fashion because to the arduous labour that goes into their creation. Quiet luxury is nothing new or particularly trendy in India. In India, Indira Gandhi and Maharani Gayatri Devi travelled the nation and the 28|LUXEBOOK|JULY 2023 JULY 2023 |LUXEBOOK|29

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