Quiet Luxury: Revolutionary Approach to Luxury Fashion in India by Brands like ANTIBRND

India has emerged as a significant market for luxury brand enthusiasts who are willing to spend extravagantly to exhibit their wealth. The country is home to a substantial number of millionaires and billionaires, creating a thriving market for luxury retailers. However, amidst the desire for high-end fashion with extravagant logos and monograms, there is a rising trend towards 'quiet luxury'.

'Quiet luxury' is a term used to describe the concept of luxury clothing without the ostentatious display of logos and branding. It focuses on the expert craftsmanship and high-quality materials offered by luxury brands, without the flashy identifiers that often accompany them. An example often cited is Mark Zuckerberg's simple wardrobe of basic tees in black, white, and blue.

Building on this idea, a new wave of 'quiet luxury' brands has emerged, catering to individuals who appreciate luxury without the need for conspicuous branding. One such brand making waves in the Indian market is ANTIBRND, founded by Able Sunny and his partners. The concept stemmed from personal experiences, particularly the desire for luxury items like leather jackets at affordable prices.

Recognizing the gap in the market, the founders established ANTIBRND to connect customers directly with manufacturers, bypassing traditional retail channels and the associated markups. ANTIBRND and similar quiet luxury brands source high-quality materials and craftsmanship from reputable manufacturers, often the same ones used by well-known luxury brands. By eliminating branding costs, fashion shows, and high-end store rents, these brands can offer luxurious pieces at a fraction of the cost.

For example, a shirt made by the same manufacturer who supplies DKNY could cost around Rs.1200, significantly less than the Rs.16000 price tag of a branded shirt.

This direct-to-consumer approach is disrupting the luxury retail landscape in India, making luxury fashion more accessible to a broader audience. Quiet luxury appeals to individuals who prioritize quality and value over brand recognition. ANTIBRND's customer base includes senior professionals earning substantial incomes, as well as middle-class consumers looking for affordable luxury.

The brand's products start at just Rs.599, making luxury quality attainable without the hefty price tag. The success of quiet luxury brands like ANTIBRND highlights a shifting consumer mindset towards understated luxury and a desire for transparency in the manufacturing process.

By empowering customers to access high-quality products directly from manufacturers, these brands are revolutionizing the traditional luxury retail model. In conclusion, the rise of quiet luxury in India reflects a changing landscape in the luxury fashion industry. As consumers increasingly value quality, craftsmanship, and affordability over conspicuous branding, brands like ANTIBRND are redefining the notion of luxury.

By offering a more inclusive and transparent approach to luxury fashion, these brands are reshaping the way we perceive and consume high-end clothing.