Discreet Luxury: This is slow fashion

There was quite a bit of interest our recent post  Discreet Luxury – A Segment to watch. Stealth wealth consumers want something special and discreet and therefore reject obvious logos, product ubiquity and sameness. Though the category is dominated by thousands of small, independent brands, Bottega Veneta is the one global brand that has been emblematic of how well this can work from a business standpoint.

This video supplements a Wall Street Journal article entitled Inside a Salon that Serves the Logo-Phobic and takes you inside Yuta Powell’s discrete luxury boutique in New York’s Plaza Athénée Hotel (I didn’t know New York had its own Plaza Athenee either!). The store stocks niche luxury brands like Boudicca, Azzaro and Kiton and each product must pass through Ms. Powell’s exacting standards for quality and craftsmanship, honed during a long career at Givenchy.

Ms. Powell says "This is slow fashion; fewer but better clothes."

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  1. Fewer but better is a mantra I admire and know, but its interesting how it almost sounds novel coming on the heels of the latest H&M guest designer marketing blitz.

    Randall from Richmond, CA, United States
  2. the first time i heard of the word-LOGOPHOBIC:) INTERESTING~ AND SLOW FASHION~ I CANT HELP BUT WONDER, shouldnt fashion be slow? or at least not this fast~~ “Polarising” is the word~ :)

    DaDa from London, London, United Kingdom
  3. Once you go demi-couture or bespoke, you never want to go back. I definitely believe that fashion is over-rated, something that fits you perfectly never goes out of style. Thanks for this posting!

    Jas B from Mississauga, ON, Canada