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Cartier’s Love bracelet, Van Cleef & Arpels’ Alhambra necklace, and Tiffany’s bone cuff don’t just whisper luxury, they scream luxury. They’re all super popular right now.
According to the latest report from luxury resale store The RealReal, Cartier sales are up 11% this year, Van Cleef & Arpels is up 49%, and Tiffany & Co. is up 55%. Branded jewelry is driving the growth, with searches for the aforementioned bone cuff up 118% and Cartier collar necklaces (especially the iconic Juste un Clou) up 146%.
“People are looking for really recognizable pieces,” Kelly McSweeney, senior merchandising manager at The RealReal, told Business Insider. “Those styles continue to do well for us.”
This points to the fact that quiet luxury – understated, unbranded pieces that focus on quality, not logos – is on the way out. While ostentatious luxury – logomania and the “Mafia Wife aesthetic” – aren’t taking their place, some trends are emerging to counter the once ubiquitous fads.
The trendiest pieces are the ones that fashion people recognize, McSweeney said, citing items like The Row’s Sophia and Margaux bags as examples. They sell for an average of 15% more than the new retail price, and the elongated style of the Alaïa Teckel bag has seen a 59% increase in popularity this year. Neither bag has the brand’s name blazoned on it, but fashion-forward types will find a pair to choose from.
“There’s definitely something about style that’s important to look at,” McSweeney said. “If you’re in the fashion industry and you’re fashion savvy, you know the value of that stuff.”
Beyond being a one-off insider status symbol, other aesthetic trends are beginning to emerge, rivalling the Loro Piana baseball cap and Brunello Cuccinello cashmere sweater.
Searches for Levi’s and leather fringe, up 69% and 68% respectively, show that the West is really in right now. Increases in searches for Hermes fringe bags, Chloe blouses, Doon dresses and vintage Diesel (searches up 600%) show that people are gravitating towards classic Americana style.
“When it comes to bohemian, it’s not just Chloe, but things you see in culture like Beyoncé’s ‘Cowboy Carter’ that reflect that,” McSweeney said, adding that cowboy boots and big buckle belts are on trend.
Younger generations are moving away from streetwear and towards the business look — think blazers, loafers, skirt suits and shoulder pads that were staples of the ’90s boardroom — and The RealReal’s average selling price for ties has increased 51% this year, while suit sales have increased 25%.
The brands people are buying into are also C-suite brands: Donna Karan, Calvin Klein and St. John are all rising in popularity as status brands.
At the same time, more classic streetwear brands are declining: Supreme, Off-White, and Nike Jordan saw sales fall 25%, 34%, and 35%, respectively. Sales of women’s sneakers fell 3%, but sales of ballet flats, mid-heels, and loafers all increased.