Cover Actor Cate Blanchett in a Louis Vuitton dress at 2025 Golden Globes (left), repurposed from the same gown she wore at Cannes Film Festival in May 2024 (right) (Photo: Getty Images)
Actor Cate Blanchett in a Louis Vuitton dress at 2025 Golden Globes (left), repurposed from the same gown she wore at Cannes Film Festival in May 2024 (right) (Photo: Getty Images)
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As logos fade into the background, modern luxury makes a statement through sustainable practices, refined design, and a powerful online presence
At the 2025 Golden Globes in Beverly Hills, actor Cate Blanchett stuns the red carpet wearing a Louis Vuitton gown. The dress—timeless in its design—was paired with elegant earrings. As it turned out, the dress was reimagined from the original Louis Vuitton dress she wore to the Cannes Film Festival premiere of her film Rumours in May 2024.
It’s not the first time Blanchett has repurposed gowns for the red carpet and with that, Blanchett has been making quietly powerful statements, choosing meaningful impact over fleeting novelty—a poignant nod to sustainability that resonated deeply with those attuned to its significance. Widely shared and celebrated on social media, moments like these exemplify how luxury today is as much about purpose and innovation as it is about beauty and refinement.
Her look at the 2025 Golden Globes demonstrated that true luxury lies in the story of its creation whispered rather than shouted and amplified through digital platforms celebrating its craftsmanship and intent. The moment captures all that is dominant in luxury today.
Quiet, sustainable, and digital are the new pillars of luxury, forming a trinity that reflects how brands connect with their discerning audience.
Read more: In pictures: A look inside the new Prada Beauty boutique at The Exchange TRX
Quiet signals
Above H. Moser & Cie. Endeavour Perpetual Calendar with Grand Feu Enamel
H. Moser & Cie. Endeavour Perpetual Calendar with Grand Feu Enamel
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Logos no longer serve as the loudspeakers of luxury. Today’s discerning consumers value subtlety over spectacle, a truth that savvy luxury brands have long understood. As Edouard Meylan, CEO of H. Moser & Cie., explains, “Luxury is defined by the understated elegance of minimalist design and meticulous craftsmanship.” He named the Endeavour Perpetual Calendar Tantalum Blue Enamel as an iconic piece that embodies this ethos. Crafted from the rare metal tantalum and brought to life with “Grand Feu” enamelling, it exemplifies Moser’s philosophy of “complexity made simple.” Meylan says its design, devoid of overt branding, speaks directly to those who value artistry over advertising.
Similarly, Parmigiani Fleurier champions a refined approach. “True luxury is private and non-ostentatious, where self-purchase wins over social recognition,” says Parmigiani Fleurier CEO, Guido Terreni. He further describes their values saying: “To achieve these emotions, we interpret high horology without compromises, respecting the tradition of the mechanical art, that we see not as a constraint, but as a source of knowledge, to continuously evolve excellence, through aesthetic and technical innovation.” The Tonda PF GMT Rattrapante exemplifies this, merging technical mastery with a subtle, elegant aesthetic. Parmigiani’s designs optimise for the wearer’s experience, offering intricate complications and timeless style.
Beyond watches, this echoes in other domains. High fashion houses like Loro Piana and The Row emphasise immaculate tailoring and exceptional materials over logos, catering to discerning clientele who recognise quality without needing overt signals. It’s an insider’s code, where the details—the impeccable stitching, the weight of the material, the flawless execution—are legible only to those in the know.
Sustainability: A new kind of luxury
Above Volvo’s flagship SUV, the SC90 Recharge
Volvo’s flagship SUV, the SC90 Recharge
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Sustainability has emerged as a powerful new marker of status. Investing in eco-friendly practices is not just a responsible decision but also a symbol of refined luxury.
Volvo says it embodies this with its flagship SUV, the XC90 Recharge. Patricia Yaw, Volvo Car Malaysia’s marketing & PR director, says, “We give (consumers) the freedom to move in a personal, safe, and sustainable way.” The plug-in hybrid SUV combines timeless design with environmental responsibility, offering an electric experience without compromising comfort or performance.
Luxury fashion has also embraced this shift. Stella McCartney is a pioneer in eco-conscious design. Since its founding in 2001, the brand has maintained a commitment to sustainability, avoiding the use of leather, fur, and feathers, and it consistently champions biodegradable materials and advocates for circular fashion. Meanwhile, outdoor brand Patagonia has set the bar for sustainable practices with its commitment to repairing and recycling garments. Fine jewellery brands like Chopard are sourcing Fairmined gold to ensure ethical mining practices, while Tiffany & Co. leads the way with 100 per cent traceable diamonds. Even in architecture, the demand for net-zero luxury homes with advanced renewable energy systems and reclaimed materials has become a defining trend for the ultra-wealthy.
This form of luxury requires commitment and foresight. Choosing sustainability and circularity takes time and care, which are, incidentally, markers of luxury. For consumers, opting for sustainable luxury signals their alignment with progressive values, a badge of ethical refinement. Beyond the product, the narrative behind it—how it’s made, who it benefits, and its environmental footprint—becomes part of the appeal.
The virtual red carpet
Above Parmigiani Fleurier Tonda PF GMT Rattrapante
Parmigiani Fleurier Tonda PF GMT Rattrapante
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As consumers live their lives more and more online, digital presence has become a significant aspect of luxury, and social media platforms have transformed how we signal status too. Brands are now turning every post into a curated showcase of achievements, travels, and tastes. The effort required to craft these narratives—from the perfect angle to the ideal caption—is its own form of luxury signalling.
Parmigiani Fleurier, for instance, uses digital storytelling to highlight the intricate craftsmanship of their watches, ensuring their understated elegance resonates across screens. Similarly, Volvo’s digital campaigns amplify their message of sustainability and safety, reaching discerning audiences worldwide. High-end brands like Hermès and Cartier have elevated their digital strategies, offering immersive online experiences such as virtual boutiques or interactive content that deepens consumer engagement.
Influencers and celebrities also play a pivotal role in this space, acting as digital ambassadors for luxury. A well-timed Instagram post of a serene vacation spot, complete with a recognisable but understated luxury item, sends a potent signal to followers. The digital sphere has become the new stage for luxury performance. It’s where the world sees the quiet signals of a well-crafted timepiece, the sustainable strides of an EV, or the sparkle of an ethically sourced diamond.
About
Lynette loves travelling and dancing to Latin music almost as much as she enjoys period films and pastry desserts. She is constantly in search of the perfect nude lipstick and finds her best ideas through walks in nature.
Work
As the Editor-in-Chief of Tatler Malaysia, Lynette leads the content teams for print, digital and social media platforms of the brand. She has over 20 years experience in media, having been editorial director and editor-in-chief for lifestyle titles such as Cleo, ELLE, Esquire, Men’s Health, and Women’s Health.
Follow her on Instagram @lynette_ow or LinkedIn
