Assertive logomania, vibrant colors, a storm of patterns, maximalist accessories… Farewell to the discretion and sobriety imposed by Quiet Luxury—make way for ostentatious aesthetics. In recent months, Loud Luxury or Glumour has emerged as the fashion trend to follow.
We were familiar with Quiet Luxury, which has been extremely popular in recent years. Impeccable cuts, meticulous finishes, understated colors, discreet accessories, and the absence of overly flashy and ostentatious references created an elegant and modern silhouette. But as fashion cycles tend to do, the heyday of discreet luxury gave rise to its antithesis this summer. Going against the grain, Loud Luxury, a real snub to this humble and refined aesthetic, has asserted itself in recent months. Let it be said, 2026 will be maximalist or it will not be.
A noisy, fun, and extravagant luxury
This year, the focus is on a more ostentatious, confident, and flashy style. Loud Luxury, or glamour, proudly proclaims its love of bling and maximalism, without fear of showing off its social status and extravagant identity. At least, that’s what the latest UBS study, “European Luxury 2026 Outlook: Quiet no more,” has observed. The days of quiet luxury “alone on the throne” are over. It’s also the coronation of Italian-American brands such as Pucci and Versace.
People are looking to stand out by wearing more daring, playful, and almost carefree outfits, but always with taste. Without going overboard, this “noisy” luxury symbolizes a certain freedom to be and express oneself for its followers, far from the standardized conventions of quiet luxury and old money. In short, have fun and break free from the shackles!
The summer collections of several high-end fashion houses sent a subtle signal with their more eye-catching silhouettes, manifesting a certain joy rediscovered in originality and individualism. At Louis Vuitton, sleeves were voluminous, collars were frilly, and layering (the art of wearing several layers of clothing, ed.) was the order of the day. Versace offered bold print combinations and Prada unveiled a pop color palette. Crinoline dresses at Loewe, mixes of styles and materials at Valentino, and fresh swimwear at Miu Miu also set the tone for Spring/Summer 2025 Fashion Week.
Drawing from these inspirations, Loud Luxury lovers gravitate toward key features: logos—once shunned for being too showy—are back and proud. Colors are vivid, prints come alive solo or clashed together, and metallic or chrome accents add texture to the look. Cuts are pushed to the extreme, with low-rise trousers, skin-tight spaghetti-strap camis, and micro-miniskirts channeling the Y2K revival of the early 2000s. Styles are joyfully blended—athleisure meets extreme sophistication, for instance. Materials remain luxurious (cheap fabrics are off the table) but are reimagined: patent leather, high-quality faux fur, satin fabrics with embroidery, sequins, and vinyl are worn with pride. Accessories are statement-making too—oversized sunglasses, chunky chains, maximalist jewelry, and extravagant nail art complete the picture.
4 iconic pieces to embrace Loud Luxury
Amina Muaddi lace-up crystal sandals
Beloved by celebrities and fashion it-girls, Amina Muaddi’s stiletto-heeled sandals feature laces that wrap around the calf. Go for the crystal-embellished versions and pair them with a deconstructed navy pinstripe shorts suit and—channeling Rihanna—a loosely worn tie.
The Gucci GG belt
Logos are back in full force. From scarves to T-shirts, a logo-buckle belt is the perfect finishing touch for a Loud Luxury silhouette. Gucci offers several versions, and you can even layer multiple belts for a more intriguing look.
Prada’s silver cut-out skirt
Made from shiny leather, this skirt from Prada’s Summer 2025 collection is as luxurious as it is bold. Flared and structured, it falls below the knee and is scattered with oversized eyelet-style holes revealing the legs. A daring piece and a strong foundation for a confident outfit.
Jacquemus’ long zebra-print coat
Prints are a signature of Loud Luxury. Case in point: this long Jacquemus zebra-pattern coat—more original than leopard or polka dots—featuring a draped V-neck collar and structured sleeves.
Read also : [Luxus Magazine] In praise of understated sophistication, or the eternal return of Quiet Luxury
Featured photo : © Pucci
