Scrolling through Instagram or TikTok these days, it’s clear that the era of flashy logos is waning. For the vast majority, no longer are the ‘Balenciaga’-emblazoned sock shoes and LV monogrammed T-shirts markers of style. Instead, we’ve embraced something subtler, something which is being dubbed as quiet luxury. But in actuality, it’s the Uniqlo cashmere sweaters and the £40 trousers from Cos.

This Vogue piece I stumbled across recently captured this shift perfectly. Quiet luxury isn’t about dupes or imitations of designer pieces. Rather, it’s about finding value and longevity. For me, it aligns with the kind of sustainability that is grounded in authenticity, and isn’t performative, or buzzy. And yet, as with most trends, it’s not about complications.

The article traces the rise of brands like Uniqlo, Banana Republic, and J Crew, which ahve quietly become staples for the modern consumer who’s tired of high fashion’s soaring prices. This trend feels refreshing. As Criales-Unzueta points out, luxury fashion has priced itself out of reach for many, leaving a gap that brands like Uniqlo have stepped in to fill. This new wave of ‘luxury’ doesn’t ask you to spend half a year’s rent on a single piece. Instead, it offers clothing that’s accessible, practical, and still feels indulgent in its own way. And on TikTok, Instagram, and beyond, the high-low mix has become the ultimate flex. Pairing an old Zara blazer with vintage Levi’s and a Uniqlo jumper has become relatable.

Yet, from a sustainability lens, this shift isn’t entirely positive. While quiet luxury might champion quality over excess, it can still fuel overconsumption, perhaps in inadvertent ways. The affordability of these brands makes it easy to fall into the trap of buying more than you need. What’s the harm in purchasing three cashmere jumpers in similar colours if they still only cost a fraction of one from The Row? What’s the harm in buying five, buying eight? That’s the mindest many might have—and it’s dangerous.

Disregarding price point, the environmental cost of producing most clothing remains high. Cashmere, especially, is notoriously resource-intensive. Producing more of it to meet the demand of a mass-market audience isn’t exactly aligned with sustainable values. And while Uniqlo’s jumpers may last years, the sheer volume of affordable basics available encourages a disposable mindset. Quiet luxury, in this sense, can become just another excuse to overconsume. Only this time, it’s under the guise of sophistication.

But here’s where quiet luxury has potential. At its core, this movement is about simplicity—muted tones, timeless basics, and well-made staples. The very nature of this aesthetic, thankfully, lends itself to sustainability. When your wardrobe is built around versatile pieces, you’re less likely to feel the need to chase trends or buy endlessly to keep up.

For me, the key to quiet luxury’s sustainability lies in balance. It’s not about boycotting brands like Uniqlo but about approaching them with intention. Instead of buying three jumpers, buy one you’ll cherish. Instead of seeing affordability as an excuse to stockpile, see it as an opportunity to invest in pieces you’ll wear for years.

Social media has done a lot to democratise style, but it’s also amplified our desire to own more. Quiet luxury has the potential to push back against that impulse, offering a new kind of aspiration that feels grounded and real. But we have to be careful not to let it become just another trend that fuels the same cycles of overconsumption and waste.