Leisurewear redefined in luxury fashion

The fashion industry has redefined leisurewear this season, emphasizing a relaxed aesthetic that blends pure luxury with everyday comfort. The robe de chambre, once a home-only garment, is now a daily essential, appearing in midnight blue satin with velvet cuffs at Tom Ford and adorned with an ultra-chic VB emblem at Victoria Beckham.

Evolution of casual fashion

The pajama top has transformed into a soft, airy shirt suitable for daytime wear at Prada, while long, enveloping coats from Burberry exude a relaxed aura. This trend is rooted in the discreet, timeless elegance of quiet luxury, marked by neutral tones, absence of logos, and impeccably proportioned pieces made from noble materials.

Youth-driven fashion trend

This phenomenon has largely developed among the younger generation, who seek authenticity in an era saturated with images and information. The minimalist and radical vision of luxury has transformed into a true way of life, where each detail embodies the harmony of comfort and simplicity.

Legacy of quiet luxury

Designers like Brunello Cucinelli have long championed this approach. Since the creation of his eponymous brand in 1978, he has captivated the world with his sport-chic clothing devoid of visible logos. He explains, "Simplicity has always fascinated me. I am captivated by the idea of creating well-made, quality pieces that are simple in essence and offer comfort and ease for everyday use."

Location of luxury production

Brunello Cucinelli has chosen to locate the production and commercialization center he leads in Solomeo, a small village in Umbria, far from the frenetic pace of the Italian capital. His brand produces indestructible linen suits, soft-knit sweaters, and other unimitable polos that are snapped up from the streets to the red carpet.

Celebrity embrace of simplicity

At the 2025 Cannes Film Festival, Angelina Jolie shone in a modest bustier-style long dress from the Italian house. Celebrities have realized that the art of standing out also passes through simplicity, with the slip dress reigning supreme at the event thanks to Natasha Poly, Iris Law, and actress Andie MacDowell.

Men's shift to leisurewear

Men have turned to houses once reserved for garden parties, which have made leisurewear their signature, such as Loro Piana. In the pages of the book Loro Piana: Masters of Fibres, writer Nicolas Foulkes shares his feelings about purchasing his first piece from the brand.

Luxury with purpose

Pietro Loro Piana has used exotic fibers such as alpaca, cashmere, and vicuña, convinced that the path to success lies in specializing in the production of precious fabrics, aiming for the excellence of what was available at the time. A century later, Loro Piana is endorsed by the elite who swear only by quality, comfort, and sobriety.

Sustainability in fashion

Since its inception, Loro Piana has emphasized the importance of sustainability, noting that luxury, in itself, transcends time, whereas fast fashion dissipates in the moment. "Our clothes are designed to be kept, repaired, and passed down from generation to generation," continues Brunello Cucinelli.

Fashion and mental well-being

These desired objects emit a deep emotional resonance that plays a key role in the success of homewear: "I believe it is important to take care of mental well-being as much as physical well-being," says Brunello Cucinelli. Enter the "dressing therapy," a new phenomenon at the crossroads of fashion and psychology.

Therapeutic fashion trends

In an era where wellness dominates, some designers go even further by offering pieces with therapeutic properties made from materials and techniques that awaken our spirituality. In 2018, Victoria Beckham, an unconditional fan of lithotherapy, had fun designing hidden pockets in some of her pre-fall pants to sew crystals filled with good vibes.