I will wear a red knit Gucci x Adidas sweater outdoors in blue and blue at the Spring/Summer 2026 show as part of Paris Fashion Week held in Paris, France on June 26, 2025.
Claudio Lavenia | Getty Images
“Roudraxury” is poised for a comeback as the sick fashion house seeks to inject a sense of novelty and novelty into its design to beat tired shoppers.
Gusts of new creative directors from brands such as Gucci, Chanel and Versace, the arrival of new things Kering CEO Luca de Meo has seen the “quiet luxury” subtlety obsolete, gradual, gradual, gradual, gradual, gradual, gradual, gradual, as analysts say that analysts can be a turning point for the industry.
“At this point we see a shift towards a little more visible luxury,” Carol Maggio, director of Barclays’ European luxury goods research, told CNBC’s Squawk Box Europe last month.
“Luxurious fashion is a cycle. Now there’s a quiet luxury a few years ago, so you want something else. I’m going back to my novelty, novelty paper. I think this is the focus now.”
Service reform comes as the luxury sector struggles to overcome a string of headwinds following its COVID-era boom, from trade tariffs to soft consumer sentiment.
A super luxurious brand Brunello Cucinelli, Hermes and LVMHTheir ultra-rich customers continued to spend heavily on modest couture cashmere and high-end handbags, so Rolo Piano navigated that slump almost unharmed and unharmed.
But for many brands, the individual luxury of quiet luxury was sliding to the forefront along with the popularity of shows like HBO’s “ShareAlike” in 2022. It can shed a new era of big logos, bold branding and unique designs that dominate the catwalk on the high streets.
“There is no same level of desire for many products across the market, and it encourages all major brands to change creative directions for relevance,” said Yanmei Tang, analyst at Third Bridge, in an email.
Gucci, Burberry, Monkler
It is one brand that owns that shift Burberry. Under the leadership of CEO Josh Schulmann, the company has once again embraced the image of British heritage after years of management changes, stunning sales and imitation sully, hindering the trench of printing and signatures of its eponymous checks.
Chief Financial Officer Kate Ferry said in a second quarter revenue call that the company’s statement heritage collection, which includes two pieces in a fully checkered pattern, is to “rekindle the brand’s desire” and to place Burberry on a broad consumer base as a “upscale brand with a wide range of universal appeal.”
Modal at the Burberry Fall 2025 Fashion Show It will be held in London, UK as part of London Fashion Week on February 24th, 2025.
WWD | Getty Images
Gucci is seen targeting the same Refit under new artistic director Demna Gvasalia. The design that dodged the boundaries has been controversial on the small Balenciaga label of parent company Kering.
KeringDeputy CEO and brand development lead Francesca Bellettini said last week that “Gucci’s (Demna’s) vision’s first hint” will arrive in September, saying the collection will be fully rolled out in early 2026.
Fashionistas and investors have been waiting for a long time for a catalyst to turn Gucci’s fortunes, especially as sales have been struggling with low demand in China. The arrival of former Renault chief Luca de Meo as CEO of Kaeling next month is also set to inject outsiders’ perspectives and branding expertise.
The model is wearing a loose fit jacket from the Gucci x Donald Duck collection in Copenhagen, Denmark on August 4, 2025.
Edward Barcelott | Getty Images Entertainment | Getty Images
“The important thing is to regain the desirability of the brand,” Maggio said. “To bring something new — something fresh we’ve never seen before — I think what can make Gucci great again.”
New creative and artistic leads also shake things up with Chanel, Bottega Venetta and the famous Versace. MonklerMeanwhile, choosing to rotate the Designers via the Genius Collection, Prada recently cited the adaptability of images in the brand’s virtues.
“The beautiful thing about Prada is that sporty can be attractive. It’s one of the few brands that can play three or four games at the same time,” group CEO Andreaguera said in a revenue call last month.
Big difference
Fashion House hopes that overhauling images will help stimulate decline interest from consumers who are disillusioned with the brand after a major pandemic-era price hike could not reflect product innovation.
According to UBS’s evidence lab, luxury prices rose on average 8% in 2022, well above the pre-Covid rate of 1%, marking the 3% recorded in May this year.
Top end brands Hermes, Rolex, and Richmont– The owned Cartier managed to maintain a significant price increase in 2025, but warns that tariffs could force hands. Meanwhile, Gucci, Burberry and Prada are increasing prices, but to a lesser extent.
The model wears a white blouse, white buggy pants, brown wicker shoes and a beige mini leather handbag from Loro Piana’s summer collection on July 1, 2025 in Munich, Germany.
Moritz Scholz | Getty Images Entertainment | Getty Images
This could drive further split between quiet, super-luxurious brands and relatively affordable labels.
Marcus Morris, portfolio manager of European and global growth equities at Alliance Bernstein, told CNBC last week that high prices can only be justified by “the right brands, the right brand management and the right marketing of those brands.”
Nevertheless, a more modest pricing strategy may be what a problematic brand is looking to regain market share and enforce a broader consumer base.
“The high-end soft luxury brand has significantly increased prices,” sector’s Luca Solca told CNBC on Bernstein’s global luxury goods. “Brands with a milder pricing approach (Are) could benefit from this middle region.”
Certainly, in a time of loud and luxurious, it was able to play with their favor.
“It may not be a problem to show off this product, because it’s still a little more affordable compared to a few other brands,” Madjo said.
