South Africa turns up the volume on 'loud luxury' fashion

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South Africa has had a passion for loud luxury for a while; it’s a full-blown fashion movement, and it’s only getting bigger.

Step into Sandton City or the V&A Waterfront, and you’ll see it everywhere: Gucci belts, Versace prints, and Louis Vuitton pieces.

LOUD LUXURY FASHION IN SOUTH AFRICA

While the rest of the world debates the merits of quiet luxury, South Africans are making a statement, one bold outfit at a time.

Loud luxury is all about being seen. Think oversized logos, electric colours, and prints that shout rather than whisper, according to Glamour SA.

“While quiet luxury thrives on subtlety, loud luxury is all about making a statement,” says Michael Zahariev, co-founder of Luxity.

Luxity is South Africa’s top pre-owned luxury reseller. “Whether it’s a monogrammed Louis Vuitton tote or a bold Balenciaga sneaker, people want their fashion to be seen and celebrated.”

SURGE IN LUXURY FASHION

By the end of 2024, brands like Gucci, Versace, and Dolce & Gabbana saw their popularity in South Africa surge by up to 60%.

That’s not just hype-it’s a sign that South Africans are embracing high-visibility loud luxury fashion with open arms.

“For many South Africans, fashion is a form of upward mobility way to express success, confidence, and individuality. After all, what’s the point of luxury if you can’t show it off?” Zahariev adds.

From students to professionals, people across the country wear their stories on their sleeves-literally.

A BOOMING MARKET

Local celebrities and influencers are also turning up the volume, flaunting their looks with animal print coats, statement sunglasses, and dripping designer labels.

Social media only amplifies the effect, making loud luxury the go-to choice for those who want to stand out.

Despite global economic uncertainty, South Africa’s luxury market is booming.

The country boasts the largest number of luxury stores in Africa and a rapidly growing middle class eager to spend on status symbols.

LOUD LUXURY EXPANDING

Major malls are expanding their luxury wings, while the weak rand makes local luxury shopping more attractive than ever.

With trading densities for luxury brands outperforming all other retail categories by a whopping 795%, the appetite for high-end fashion is insatiable.

POVERTY AND FOOD INSECURITY

While South Africa’s love affair with loud luxury continues, it’s essential to recognise that millions of South Africans still face daily struggles with poverty and food insecurity.

Recent research shows that by 2025, nearly half of the country’s population may not have enough food to eat.

While fashion is a vibrant form of self-expression for many, we must remember that for a significant part of our society, putting food on the table remains the real priority.

The stark divide between those who can afford luxury and those who rely on social grants is a reminder that South Africa’s story is one of both aspiration and adversity.