The Quiet Luxury Index is a 0–100 score that rates fashion brands on how well they deliver luxury without logos. It weights restraint (30%), materials (25%), craft (20%), longevity (15%) and value (10%), and currently covers 40 brands.
The median brand in the Index scores 87. 30 of 40 brands earn full marks for restraint, and 13 sit in our top “Summit” price tier. The Index is free to cite with a link to this page.
How is the Quiet Luxury Index calculated?
Each brand is scored from 1 to 5 on five criteria. The weighted average is multiplied by 20 to produce a score out of 100.
| Criterion | Weight | What a 5 means |
|---|---|---|
| Restraint | 30% | No visible branding on any core product |
| Materials | 25% | Top-grade natural fibres and leathers, consistently |
| Craft | 20% | Hand finishing, in-house or specialist manufacture |
| Longevity | 15% | Designs that stay relevant for a decade or more |
| Value | 10% | Exceptional quality for the price, within its tier |
Restraint carries the most weight because it is the defining trait of quiet luxury. Value carries the least because the Index is about quality, not bargains — but it is there so that a brilliant $100 sweater can be recognised alongside a brilliant $2,000 one.
Where do the scores come from?
Scores are editorial judgements, made by our editors from brand materials and composition data, manufacturing information, brand history, and the accumulated experience of owners and reviewers. We do not accept payment for inclusion or for scores, and affiliate relationships have no bearing on them. Where we are unsure, we say so on the brand’s profile.
The full ranking
| # | Brand | Score | Tier | Origin | Restraint | Materials | Craft | Longevity | Value |
|---|---|---|---|---|---|---|---|---|---|
| 1 | Valextra | 96 | Summit | Italy | 5 | 5 | 5 | 5 | 3 |
| 2 | Brioni | 94 | Summit | Italy | 5 | 5 | 5 | 5 | 2 |
| 3 | John Smedley | 94 | Premium | United Kingdom | 5 | 5 | 4 | 5 | 4 |
| 4 | Moynat | 94 | Summit | France | 5 | 5 | 5 | 5 | 2 |
| 5 | Phoebe Philo | 94 | Summit | United Kingdom | 5 | 5 | 5 | 5 | 2 |
| 6 | Sunspel | 94 | Premium | United Kingdom | 5 | 5 | 4 | 5 | 4 |
| 7 | The Row | 94 | Summit | United States | 5 | 5 | 5 | 5 | 2 |
| 8 | Auralee | 92 | Luxury | Japan | 5 | 5 | 4 | 5 | 3 |
| 9 | Kiton | 92 | Summit | Italy | 5 | 5 | 5 | 5 | 1 |
| 10 | Max Mara | 92 | Luxury | Italy | 5 | 5 | 4 | 5 | 3 |
| 11 | Brunello Cucinelli | 91 | Summit | Italy | 5 | 5 | 5 | 4 | 2 |
| 12 | Gabriela Hearst | 91 | Summit | United States | 5 | 5 | 5 | 4 | 2 |
| 13 | Luca Faloni | 91 | Premium | United Kingdom | 5 | 4 | 4 | 5 | 5 |
| 14 | Delvaux | 88 | Summit | Belgium | 4 | 5 | 5 | 5 | 2 |
| 15 | Hermès | 88 | Summit | France | 4 | 5 | 5 | 5 | 2 |
| 16 | Loro Piana | 88 | Summit | Italy | 4 | 5 | 5 | 5 | 2 |
| 17 | Asket | 87 | Accessible | Sweden | 5 | 4 | 3 | 5 | 5 |
| 18 | Lemaire | 87 | Luxury | France | 5 | 4 | 4 | 5 | 3 |
| 19 | Margaret Howell | 87 | Luxury | United Kingdom | 5 | 4 | 4 | 5 | 3 |
| 20 | Zegna | 87 | Summit | Italy | 4 | 5 | 5 | 4 | 3 |
| 21 | Canali | 86 | Luxury | Italy | 5 | 4 | 4 | 4 | 4 |
| 22 | Mansur Gavriel | 86 | Premium | United States | 5 | 4 | 4 | 4 | 4 |
| 23 | Studio Nicholson | 86 | Premium | United Kingdom | 5 | 4 | 4 | 4 | 4 |
| 24 | Bottega Veneta | 85 | Summit | Italy | 4 | 5 | 5 | 4 | 2 |
| 25 | Joseph | 84 | Premium | United Kingdom | 5 | 4 | 4 | 4 | 3 |
| 26 | Khaite | 83 | Luxury | United States | 4 | 5 | 4 | 4 | 3 |
| 27 | Toteme | 83 | Premium | Sweden | 4 | 4 | 4 | 5 | 4 |
| 28 | Polène | 82 | Accessible | France | 4 | 4 | 4 | 4 | 5 |
| 29 | Naadam | 81 | Accessible | United States | 5 | 4 | 3 | 3 | 5 |
| 30 | Theory | 80 | Premium | United States | 5 | 4 | 3 | 4 | 3 |
| 31 | Vince | 80 | Premium | United States | 5 | 4 | 3 | 4 | 3 |
| 32 | Arket | 79 | Accessible | Sweden | 5 | 3 | 3 | 4 | 5 |
| 33 | COS | 79 | Accessible | United Kingdom | 5 | 3 | 3 | 4 | 5 |
| 34 | Cuyana | 79 | Accessible | United States | 5 | 3 | 3 | 4 | 5 |
| 35 | Jil Sander | 78 | Luxury | Germany | 4 | 4 | 4 | 4 | 3 |
| 36 | Massimo Dutti | 77 | Accessible | Spain | 5 | 3 | 3 | 4 | 4 |
| 37 | Uniqlo | 76 | Accessible | Japan | 5 | 3 | 3 | 3 | 5 |
| 38 | Everlane | 74 | Accessible | United States | 5 | 3 | 3 | 3 | 4 |
| 39 | Quince | 72 | Accessible | United States | 5 | 3 | 2 | 3 | 5 |
| 40 | Celine | 61 | Luxury | France | 2 | 4 | 4 | 3 | 2 |
Limitations
The Index measures how quiet and how good a brand is, not whether it suits you. A high score does not mean a brand is worth its price for your wardrobe, and scores describe a brand’s core range — individual products vary. If you think we have scored a brand wrongly, write to us at editors@quietluxurybrands.com.
Frequently asked questions
What is the Quiet Luxury Index?
The Quiet Luxury Index is an editorial score from 0 to 100 that rates brands on restraint (30%), materials (25%), craft (20%), longevity (15%) and value (10%). It is published by Quiet Luxury Brands and updated as brands change.
Which brand scores highest on the Quiet Luxury Index?
The top of the Index mixes summit houses such as The Row, Brioni, Moynat and Phoebe Philo with specialists such as Valextra, Sunspel and John Smedley — proof that the quietest luxury is not always the most expensive. See the full table for current scores.
How often is the Index updated?
We review scores whenever a brand changes ownership, creative direction, pricing or materials, and at least twice a year.