For the past couple of years, we have seen the quiet luxury trend dominate runways and the fashion industry, but now, making a statement is back.

Loud luxury is projected to have a revival in the upcoming fashion seasons, focusing on bright colors, patterns, and logos. Fashion brands have grown tired in the industry with simplicity and elegance dominating, and are ready to shake things up, winning back shoppers and increasing desirability. Brands such as Burberry and Gucci are leading the charge, but why is this? Luxury products have always come at a high price, but the once desired quiet luxury brands are only achievable for the top 1% so the more accessible luxury brands are shifting to a bold and recognizable style. This change is transforming these luxury products into a status symbol rather than a product that blends into a world of indistinguishable elite labels.

I asked our PR & growth experts: Due to fashion’s cyclical nature, how can smaller brands stay authentic and relevant without following every trend? How do underlying social and economic factors drive changes in the fashion industry? Is rebranding and hopping on every trend beneficial to fashion entrepreneurs looking to gain traction?

Here are the experts' insights.

• Consider layering trending elements
• Add touches of the trend, but don’t drown in it.
• The return of bold identity
• A hit of dopamine in economically insecure times
• Employ seasonal drops for present demand
• Integrate bold accent campaigns

Consider layering trending elements

Emily Reynolds-Bergh, Owner at R Public Relations

"Brands that have a real sense of self–like Daily Drills, SET Active, and Dairy Boy– thrive outside the typical trend cycle. They can still capitalize on trending colors, like butter yellow and cherry red, but use them in silhouettes that are true to their brand identity and will remain on trend for years to come. For fashion entrepreneurs looking to gain traction, consider layering trending elements into outfits that feel authentically “you.” Trending accessories are a great, affordable way to stay relevant."

Add touches of the trend, but don’t drown in it.

Dr Trenice Brinkley, Publicist at Two Queens Media

"Fashion always spins the block. One season it’s all whisper quiet beige and clean lines, the next it’s “let me be seen from across the street” with bold prints and giant logos and bags. That’s just how it goes. But if you’re a smaller brand? Chasing every trend is like dating every person who says “hey” in your DMs, you’ll end up exhausted, confused, and probably broke.

The Gucci’s of the world can afford to reinvent themselves every few seasons. You? Your strength is in building trust and identity that doesn’t disappear when the algorithm shifts. So how do you stay relevant? Keep your voice. Add touches of the trend, but don’t drown your whole vibe in it. If you’re about timeless pieces, show how those pieces play nice with bold trends, instead of trying to out-scream Gucci.

Remember the “why.” Trends come from deeper stuff, right now, people want logos and loudness because money’s tight and folks want to show they spent it. It’s about proof, not just product. Flex smart, not desperate. Jumping on every new wave can make you look unsure of who you are. Customers stick with brands that feel consistent, even when they remix their look. At the end of the day? People don’t just buy clothes, they buy stories. Tell a good story, and your brand will outlast the neon, the logos, and even the next round of “quiet luxury” when it comes crawling back."

The return of bold identity

Leah Miller, Marketing Strategist at Versys Media

"Fashion always cycles back, and what we’re seeing now with the return of bold identity is rooted in economics, accessibility, and cultural pulse. The original whisper of quiet luxury felt aspirational, but for most, it was unattainably muted. Loud luxury lets consumers reconnect with fashion emotionally. It signals confidence, fun, and a kind of personal status that’s more approachable, especially when luxury trickles through resale, collaborations, or affordable diffusion lines.

For smaller brands, the key is less about reacting to every wave, and more about defining what *your* brand represents, then letting trends inspire rather than dictate. We worked with a boutique streetwear brand last year that leaned into maximalist visuals,not to chase a trend, but because their Gen Z customer was rejecting minimalism. Their identity evolved without abandoning their roots.

Chasing every trend is exhausting and dilutes brand value fast. If a brand rebrands too often around what's hot, customers don’t know what to emotionally attach to. Instead, smart brands identify when a trend aligns with their values or customer mindset, then adapt it in a way that feels on-brand. Example: a heritage knit brand we consulted didn’t launch neon pieces when dopamine dressing peaked, but they did amplify their visuals and storytelling to be bolder and more expressive in campaigns. Sales jumped without needing product reinvention.

Social and economic shifts, like income disparity, social media aesthetics, and post-pandemic optimism,are huge levers. When people feel uncertain or overlooked, bold fashion often returns. It reclaims visibility and optimism. Every successful fashion pivot we’ve helped frame tied into these larger social shifts, not just the runway collections.

So no, trend-hopping isn’t the answer. Relevance comes from listening to your audience, understanding the cultural moment, and showing up with clarity and character."

A hit of dopamine in economically insecure times

David Li, Owner at Mountain View

"Smaller brands do not need to copy all the trends, but rework them in their unique way. In the event of loud luxury being the thing, go large and integrate something big, such as oversized monograms or neon trims, into your current style language. This provides freshness and does not erode the familiar DNA that makes loyal customers return.

Cultural and economic moods usually tend to lead fashion trends. The revival of loud luxury has been linked to a newfound optimism in the post-pandemic climate, and a fondness for social media to swoon over an eye-catching image, as well as a hunger for consumers who want to dress to achieve a hit of dopamine in economically insecure times. A brand tracking TikTok virality trends, resale market analytics, and even the aesthetics of music festivals will foresee changes sooner than those who merely track runway reports.

Chasing every aesthetic fashion is a sign of instability. Rebranding ought to be a very thoughtful repositioning, be it to a younger generation, the worldwide market, or to a more sustainable worldview. When the move is not contributing to a 3 - 5 year vision, it is not a rebrand, it is a costume change. Customers can smell desperation quicker than they can detect a fake logo."

Employ seasonal drops for present demand

Adam Watson, Founder at Hollywood Mirrors

"Fashion is a cycle but small companies thrive when they invest in a core message rather than following each runway change. The big houses like Gucci can reinvent themselves every day but new companies water down their message when they trend-hop without strategic continuity. The fastest way to become invisible in fashion is to fade into someone else's story. Staying relevant is all about stacking trend pieces on top of a consistent foundation so customers can hear your voice whether you are making muted hues or neon prints.

Economic pressure and growing inequality have priced quiet luxury out of reach for all but a tiny minority of consumers. The aspiration for loud color and proud logos is as much a social statement as a design one aligning aspiration with affordability. When consumers can't afford the £5,000 understated bag they want statement pieces with luxury cues but at a price within their budget.

For smaller brands, rebranding with each shift in taste is typically a money-losing endeavour. Instead, employ micro-adaptations, a little loud luxury capsule collection or a seasonal drop to adjust to present demand without tearing down the underpinning of the brand. This keeps advertising expenses under control and avoids alienating faithful consumers."

Integrate bold accent campaigns

Mimi Nguyen, Founder at Cafely

"Staying relevant as a brand doesn't mean to chase every wave. You just need to be smart about what wave you’re gonna ride. As a business owner myself, I’ve faced this type of challenge when I was building Cafely. Trends for food and beverage packaging shift from minimalist to loud and colorful branding. To stay authentic, we anchored Cafely’s branding to its Vietnamese heritage, sustainable local sourcing, and being a strong coffee. This kept our brand fresh and recognizable.

This same principle can also be applied to fashion. Popularity for loud luxury may be the trend, but staying to your brand’s DNA and integrating with bold accent campaigns or doing special limited drops instead of rebranding everything can be a way to stay relevant while being authentic. Rebranding every trend confuses loyal customers instead of attracting new ones.

Social and economic factors such as inflation and widening inequality drive quiet luxury to be popular because elites want something subtle fashion while showing status. Now, consumers with less disposable income choose visibility without investing in luxury. Smaller brands can maximize this by offering products that are accessible to the majority but give a bold impression to others.

A sustainable growth path for me is to align trends with the brand’s core identity. Staying with your brand’s story will evolve your audience naturally without needing to rebrand every season."

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