Quiet luxury brands worth knowing in 2026

Quiet luxury was a meme for about eighteen months. The Roy family wore unbranded cashmere, Vogue ran the trend piece, and a thousand TikToks tried to replicate the look on a J.Crew budget. The label has stuck around longer than the discourse though, and what it actually points at is something simpler: clothes that read as expensive because of the material and the cut, not because of a logo on the chest. The brands below have built businesses around that idea. Each one sits at a different price tier, but the throughline is the same.

The Row#

The Row is the reference. Founded by Mary-Kate and Ashley Olsen in 2006, it makes the cleanest tailoring in the world right now and refuses to discount it. The brand does almost no marketing and produces in low volumes, which is why third-party retailers carry only a fraction of each season. We track the live North American Row stock here - the page updates as inventory turns, and the designer page consolidates the buys across our index.

If you have never owned a Row piece, the cashmere knits are the most-recommended entry point. The wool blazers are the second.

Toteme#

Toteme was started in 2014 by Elin Kling and Karl Lindman in Stockholm. The brand makes the case that a perfect denim shirt and a perfect pair of straight-leg trousers cover most of the rest of your wardrobe; the rest of its catalogue is a refinement on that idea. The signature monogram scarf is everywhere now, but the trousers and the wool coats are the actual buy. Browse Toteme on Fetchi for live cross-retailer pricing or check /products?brand=Toteme for everything in stock right now.

Khaite#

Catherine Holstein founded Khaite in 2016. The brand is the most fashion-y on this list - the silhouettes are slightly more dramatic, the leather pieces have a slight 90s edge - but the construction sits firmly in the quiet-luxury frame. Look at the merino-cashmere knits and the leather jackets first. The Lotus bag is the famous piece but the trousers are the better starting point. Live stock at /designer/khaite.

“The throughline is the same: clothes that read as expensive because of the material and the cut, not because of a logo on the chest.”

Loro Piana#

Loro Piana is the oldest house in this group - the Italian textile mill has been spinning vicuña, baby cashmere, and the world's finest merino since 1924. The clothes themselves are made-to-mill: every garment is built around the fiber. That means most of the catalogue is knitwear and outerwear; tailoring exists but is a smaller piece. The brand is famously priced at the top of this list. If you are ready to commit to one piece, the cashmere crewneck is the canonical buy. For comparable cashmere at lower price tiers, our knitwear category is a useful cross-reference.

Brunello Cucinelli#

Brunello Cucinelli is the second Italian house on this list, and the one with the most committed personal philosophy attached to it. Cucinelli founded the brand in 1978 in Solomeo, the Umbrian hill town it now effectively owns and runs. The collections lean toward soft tailoring, neutral cashmeres, and a particular kind of relaxed Italian elegance that does not exist anywhere else at this price tier. Retail prices are a tier below Loro Piana but still very much top-of-market.

Lemaire#

Lemaire is the French entry. The cuts are oversized in a deliberate way and the fabrications skew toward technical wools and silks rather than the cashmeres that dominate the rest of this list. The label slips into this conversation because of its discipline more than its price - everything is unfussy, easy to wear, and built to outlast a season. We have a longer Lemaire piece on the editorial side that goes deeper on stockists and sizing.

Margaret Howell#

Margaret Howell is the British counterpart to all of the above. The London-based label has been running since 1970, predating most of the rest of this list by decades, and remains stubbornly consistent in its silhouettes: high-rise wool trousers, soft button-down shirts, blazers cut for ease rather than tailoring. Distribution in North America is limited - the brand's own e-commerce ships internationally and is the most reliable source.

Where to start if you are new to the category#

If you have never bought into this part of the market and want to test it before committing four-figure cashmere money, start with Toteme on the womenswear side or Lemaire on the menswear side. Both sit at a price tier where a piece can be tested without a major commitment, and both have enough retail distribution that returns are simple. From there, work up: Khaite, then The Row or Brunello Cucinelli depending on your preference. The full list is browsable through our designers index, and the live menswear catalogue and womenswear catalogue are filtered by brand if you want to compare specific pieces.

Recurring coverage of this corner of the market is worth following: Business of Fashion's luxury vertical tracks the major moves at the top of the price tier, and Hypebeast's quiet-luxury tag catches the cultural side of it. Neither replaces actually trying the clothes on, but both are useful context.