Quiet Luxury, New Luxury, and Old Luxury – After All? Why?

Old luxury, new luxury, and quiet luxury are concepts that reveal not only consumer trends but also true cultural transformations regarding what constitutes a successful life. Quiet luxury symbolizes one of the most profound shifts in the perception of success and sophistication in contemporary society. Initially, old luxury gained traction during the height of globalized consumption, when displaying expensive objects was the most direct way to express status. However, as social and cultural codes evolved, this model began to show signs of exhaustion—both aesthetically and financially.

Discover how quiet luxury is redefining the concept of luxury around the world and why Florianópolis has become the new symbol of quiet sophistication in Latin America.

What characterized the old luxury and why did it lose ground?

Above all, old-fashioned luxury reflected a time when accumulating and displaying possessions was aspirational. In other words, living surrounded by external symbols like exaggerated logos, imported cars, and sumptuous properties was synonymous with achievement. In a world shaped by expansive consumption and limited access, these manifestations reinforced a sense of distant power.

Despite this, this type of narrative lost strength over time. In other words, the visual excess and the theatricalization of wealth began to feel empty. At the same time, society began to question the values behind so much display. Like a stage without a plot, performative luxury proved tiresome in the face of a more conscious audience.

Similarly, major brands have begun to feel this change firsthand.* LVMH – the French conglomerate that owns brands like Louis Vuitton, Fendi, and Moët & Chandon – for example, suffered a €120 billion drop in market value. While Kering, the group behind brands like Gucci, Balenciaga, and Yves Saint Laurent, lost more than €451 billion in value.

The traditional English brand Burberry made significant staff cuts. Many others faced criticism over working conditions. In other words, the system that revolved around the aura of exclusive products began to unravel.

*With information from Oliveira Júnior – Architect

How has technology shaped new luxury and quiet luxury?

Since digital technology has made access to luxury instantaneous, symbolic value has shifted from possession to purpose. In other words, having is no longer enough—you need to know why and how you consume. The abundance of images, digital showcases, and influencers has created a collective visual fatigue. Thus, a new quest has emerged: the desire for authentic, silent, and meaningful experiences.

On the other hand, excessive exposure fueled a culture of comparison and anxiety. In response, quiet luxury established itself as a counter-aesthetic: subtle, timeless, and focused on well-being and emotional depth. Thus, quiet luxury became more valued than any shiny logo.

Similarly, those who understood this shift began creating products and services with sensitive curation. Impeccable fabrics, discreet cuts, neutral palettes, and emotional narratives began to define true prestige. Miu Miu, for example, created a book club. Dior extended its aesthetic language to the world of gastronomy. In other words, brands realized that the future of luxury lies in coexistence, not display.

How did the new luxury emerge and what does it represent today?

First, the new luxury emerged as a gesture of rupture. A rejection of artificiality and a valorization of authenticity. Like other cultural movements, it prioritizes experience over appearance. Living with quality became more important than appearing wealthy.

Thus, new criteria emerged: free time, emotional health, connection with nature, belonging. Going to a restaurant with seasonal ingredients, choosing a neighborhood that fosters genuine encounters, traveling consciously—all of these became more relevant than showing off.

For example, a property that values natural light, sea view and the harmony of spaces became more important than square footage and gold finishes. The new luxury is about living well in everyday life, every day, without the need to impress.

Quiet luxury: silent luxury as the definitive trend?

Later, the term quiet luxury emerged as a discreet code for sophistication. In short, it represents a way of life that prioritizes emotional comfort, visual lightness, and depth of feeling. After all, luxury today is about being at peace. It's no longer about applause—it's about presence.

With this, physical space became the protagonist. The home became a sanctuary. Environments that welcome, warm, and create emotional memories became more desirable than large, ostentatious displays. Similarly, architecture ceased to be a backdrop and became an essence.

However, part of the market still hasn't grasped this transformation. Many high-end real estate projects continue to replicate the logo's tacky logic: monumental buildings, imposing facades, but empty of soul. And the market no longer forgives this inconsistency. After all, true luxury today is feeling at home.

How is the luxury real estate market responding to these changes?

In this sense, the real estate sector is being challenged to reinvent itself. Even more so after the pandemic, homes are no longer just assets. They've become physical and emotional refuges. Every detail matters: the morning light, the silence at dusk, the quiet street, the interior garden.

Here at Luxury Home Floripa, this new perspective has always been part of our DNA. Projects that value connection with nature, fluidity between spaces, acoustic comfort, and the beauty of simple things. As a result, the true difference has become the atmosphere. Not the marble—but what it communicates. Not the helipad—but the sense of freedom and belonging that home offers.

What are the true synonyms of success today?

Nowadays, success means autonomy. In other words, being able to choose how to live, who to be with, and what pace to follow. Consequently, time has become the new symbol of prestige. More than any material possession, it is a well-lived daily routine that defines a sophisticated life.

Mental health, authentic relationships, purposeful work, sustainable routines—these are the new indicators of success. Even the concept of sustainability has evolved: now, it also includes how we care for ourselves and our relationships.

Is it possible to translate these concepts into real life choices?

Yes, definitely. Traveling to an exotic destination can be a pleasure. But it's the smell of coffee, the birdsong, and the sunset seen from the balcony that make life truly extraordinary. In other words, luxury lies in the ordinary lived well. And that starts with choosing the space where you live.

Similarly, the ideal home today is one that provides serenity and inspiration. One that allows for pauses, encounters, and memories. Quiet luxury is the silence that welcomes, the environment that reconnects, simplicity elevated to its highest level of meaning.

Does old luxury still have a place in the contemporary world?

On the other hand, while some brands try to update themselves, others still resist change. However, the appeal of object fetishism is fading. After all, the ostentatious display no longer moves a generation seeking purpose. Thus, old luxury has become a symbol of a bygone era.

Still, it's not about denying the past, but about understanding that values have changed. Luxury that was once visual is now sensorial. What was once rarity is now profound.

Why has emotional luxury gained prominence?

The new luxury is visceral. It touches us. In other words, it's in the experiences that mark us, in the spaces that comfort us, in the choices that reflect us. After all, living with sophistication is living with feeling.

Just as a song can awaken memories, a home can evoke belonging. Quiet luxury is, above all, emotional memory translated into space.

Consequently, properties with soul have become more valuable than any technical convenience. Sophistication resides where there is history, where there is meaning. And it is this meaning that creates real connections with life.

What are the signs that we are living in the luxury of the future?

Increasingly, luxury is breaking free from standards and moving toward authenticity. Signs such as the search for balance, the desire for quality time, intentional consumption, and true connections point to a new era.

Unlike the past, the luxury of the future will not be dictated by shop windows, but by the inner self. The more personal, the more valuable. The quieter, the more sophisticated.

Why does Florianópolis represent the new luxury in Latin America?

Florianópolis has established itself as the most expressive example of quiet luxury in Brazil—and perhaps in all of Latin America. The city combines lush nature, a high quality of life, and a growing cultural scene with quiet sophistication. In other words, it's the destination for those who value exclusivity without ostentation, comfort without excess, and authenticity without noise.

Because of this, it is no wonder that Florianópolis has attracted people from all over the world: entrepreneurs seeking balance, artists seeking inspiration, families seeking belonging. The city offers unspoiled beaches, leafy residential neighborhoods, curated cafes, and architecture that respects the landscape. All this without losing its soul.

Similarly, while other cities try to impose luxury through grandeur and artificiality, Floripa conquest through silence. Luxury here is not about impressing, but about living with meaning. Every architectural choice dialogues with the geography. Every high-end property enhances its surroundings. In other words, Florianópolis understands that the new status is in living well — and not just in owning something expensive.

How does Florianópolis translate quiet luxury into a lifestyle?

The way of living in Florianópolis perfectly reflects the principles of quiet luxury. Life here invites balance: days starting with sports, breaks to contemplate nature, quality time with loved ones. There's no urgency—there's presence.

Consequently, neighborhoods like Jurerê, Cacupé, Conceição Lagoon It is Saint Anthony of Lisbon have become synonymous with emotional sophistication. Homes and apartments close to green areas, windows with sea view, balconies that welcome the sunset. All of this creates a setting where well-being is real and tangible.

Similarly, high-end properties in the city prioritize natural light, cross-ventilation, sustainability, and the use of organic materials. Luxury here lies in the sensory experience: the sound of the waves at night, the aroma of native vegetation, the flavor of local ingredients.

Therefore, Florianópolis It's not just a beautiful place—it's an invitation to the lifestyle that the new luxury proposes. It doesn't flaunt. It whispers. And that's precisely why everyone looks to it as the reality of living well.

In conclusion,

Ultimately, understanding the nuances between old luxury, new luxury, and quiet luxury is essential to deciphering the cultural shifts shaping our time. Thus, what was once opulence is now essence. What was once visibility is now interiority.

Therefore, contemporary luxury is presence. It's pause. It's belonging. In short, it's the art of living well—with truth, beauty, and soul.

We are Buzz Luxury Home, a real estate agency specializing in luxury properties in Florianópolis. For living and investing.

Want to experience quiet luxury in practice? Discover the properties selected by Luxury Home Floripa and find a place where luxury is part of the routine, not just an impression. Count on our brokers and our specialized real estate advisory to find the perfect property and ensure a peaceful home in Florianópolis. In other words, from research to negotiation, we are by your side every step of the way.

With our experience and extensive knowledge of the region, we can help you find the ideal place to live and invest. We are in Jurerê Internacional, at Rua Alameda César Nascimento – 87, Loja 2, in Infinity Blue. Schedule your visit.

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