The Price of Prestige: What’s Happening in Luxury Fashion Now

When Prestige Feels Precarious

Once upon a time, the Hermès Birkin was a whispered name, the symbol of silent affluence. Today? It’s front and center in a TikTok stitch, hanging from a ring light, captioned: “$300 direct from the manufacturer.” The luxury game isn’t broken—but it’s definitely glitching.

We’re in the middle of a reset. And like all resets, it’s uncomfortable, chaotic, and full of possibility.

The Cracks Are Showing

The idea that luxury equals scarcity has been the industry’s bedrock. But in 2025, social media—and the manufacturing reality it unveils—has chipped away at that foundation.

Chinese manufacturers are going viral for revealing that the same factories producing luxury goods are offering them directly to consumers. These aren’t fakes, they argue—just unlabeled, unboxed, unbranded truths. While fashion houses push back hard, consumers are listening. The result? A seismic shift in how we define “authenticity.”

“The whole idea of paying more for craftsmanship assumes you know what craftsmanship looks like.” Dana Thomas Fashion journalist

The Rise of “Quiet” and the Fall of Noise

This moment is birthing new codes. Loud logos? Fading. Monograms? Muffled. “Quiet luxury” is the aesthetic of the hour—but it’s not just about taupe tones and wool trousers. It’s about a new kind of discernment: luxury as lineage, not label.

Still, quiet luxury is a privilege. It assumes access to education, legacy, and insider signals. In silencing brand names, are we accidentally muting new voices?

A Global Reckoning

Luxury isn’t just a Western affair anymore. Nigerian designers are shaping Paris runways. Moroccan craftsmanship is getting digitized. Latinx creators are reclaiming their stories through silhouette and stitch. The narrative is diversifying—and legacy brands are either adapting or aging out.

For me, this has always been the drive: fashion is for everybody. It’s a universal language, a mirror of identity, culture, and creativity. Luxury should reflect this inclusivity—not just in who wears it, but in who creates it.

Meanwhile, the definition of value is expanding. Emotional heritage, ethical sourcing, circularity—these aren’t trends. They’re the new table stakes.

Where I Stand

As a designer and systems thinker, I’ve always been fascinated by what lies beneath the surface. In my work, the seams matter as much as the shape. What we’re seeing now is a demand for transparency—not just in materials, but in meaning.

The prestige of the future? It’s not in price. It’s in purpose.

Final Stitch

This isn’t the end of luxury. It’s the beginning of luxury with memory, with vision, with integrity. A new kind of beauty that whispers instead of screams. One that doesn’t just dazzle—but speaks.

This is why we started International Fashion Weeks—to create a platform where fashion transcends borders, celebrates diversity, and gives every designer a voice. After years of dedication, I believe we are finally getting there—building a global stage where inclusivity and creativity define the future of luxury.

Luxury is evolving from a symbol of status to a reflection of values.” Houda El Fechka Eddiouane

What do you think defines prestige today—price, purpose, or something else entirely? I’d love to hear your take.