Scrolling through my Instagram feed on Monday, a post from BOF (Business of Fashion) caught my eye, referencing the HBO series Succession, of which I am a fan. For those of you who don’t watch the series, it follows the ins and outs of a mega-wealthy family positioning for power within their business empire. It’s a modern-day Medici story, with dubious characters in fabulous locations and great costumes, which are getting noticed for not being noticed. The BOF article marries the costume design of the series to the trend of “Quiet Fashion” in contrast to the logo-driven market with loud design or overt labeling that some luxury designer brands rely on to sell social equity. The article talks of understated luxury where the best fabric is simply combined with the best make – a kind of “if you know, you know” approach. The wardrobes for the main characters are chosen from exclusive unadorned brands such as Loro Piana, Brunello Cuccinelli, Hermes, and Zegna, all of which co-incidentally are seeing double-digit growth even in these uncertain times of economic outlooks.
The article merited a lot of comments referring to these brands, mostly referring to the handcrafted product where craftsmanship and the weave of the fabric underline the modern luxury aspect that has an everyday and timeless appeal. I hope this sounds quite familiar to those who know our collection well and our J.Hilburn brand.
Not only do we double down on quiet luxury as our ethos, but we are also making it available to so many more with an approachable price point well below all of the aforementioned, not least creating a CUSTOM-MADE product that fits you perfectly, handcrafted and curated by cutting edge technology. We source the best fabrics in the world through deep partnerships with our Italian and global mills.
These mills themselves are masters of “Quiet Fashion,” researching color and weaving in a constant discovery of exceptional qualities that we work with. These mills are all individually at the forefront of sustainability, paving the way in sourcing traceable materials and stringent controls of manufacturing and recycling that only strengthen our own sustainable business model. I have often called our business model the antithesis of Fast Fashion calling it Slow Fashion.
Our affordability is another mainstay for J.Hilburn, and we believe that our value comes from the exceptional product offered through an incredible network of personal stylists who can work directly with the individual wardrobe needs of our clients. As most luxury brands are reversing their overt logo-based strategy accounting for sales, shifting to a quieter, longer lasting product that can last well beyond a season, we are well positioned with our unique business model to offer more and more clients one of the best value custom-made products available.
