Loud luxury is making noise again—and nowhere is that style statement more alive than in South Africa. Globally, high-visibility fashion is booming. By the end of 2024, labels like Gucci, Versace and Dolce & Gabbana saw a 40% to 60% surge in popularity as bold prints, oversized logos and unapologetic colour took centre stage. And while quiet luxury continues to dominate the minimalist runways of Europe, South African style is leaning all the way in on being seen.
This season, bold fashion is taking centre stage—as seen in our Autumn/Winter Style Guide—and loud luxury is leading the charge among South African men.
Michael Zahariev, co-founder of Luxity, South Africa’s leading pre-owned luxury reseller, has seen this shift up close. “Loud luxury is all about making a statement and that speaks directly to South African consumers. Whether it’s a monogrammed Louis Vuitton crossbody or statement sneakers from Balenciaga, men want to stand out.”
What Is Loud Luxury, Exactly?
Oversized logos. Bold colours. Flashy accessories. Loud luxury isn’t about subtlety—it’s about status and swagger. Think Gucci’s GG belts, Versace’s golden baroque patterns, or even local spins like printed bomber jackets worn with designer shades.
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And for many men, it’s about more than just fashion. “Loud luxury is a form of self-expression,” says Zahariev. “In South Africa, it represents success and individuality. It’s aspirational—and unapologetic.”
Why It Works So Well in South Africa
In Johannesburg, Cape Town and Durban, streetwear culture, hip-hop and a deeply expressive sense of identity have created a space where bold fashion thrives. Whether it’s influencers showcasing luxury hauls on TikTok or professionals pulling off designer denim at brunch, style is personal—and loud luxury makes it public.
“We’re a culture that embraces confidence,” says Zahariev. “We love colour, detail and story. Loud luxury taps into that.”
Quiet Luxury vs Loud Luxury
Of course, not everyone’s trading their minimalist palette for neon jackets. Quiet luxury, embodied by brands like Hermès and The Row, still holds sway among seasoned collectors and high-net-worth individuals who value discretion and craftsmanship.
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“It’s less about flexing, more about legacy,” says Zahariev. “But the demand for that is smaller—especially among younger South Africans.”
How to Wear Loud Luxury Without Going Overboard
Want to try the trend without looking like you’re on a music video set? Here’s how to ease in:
- Start with sneakers: A bold designer pair can elevate a basic outfit instantly.
- Layer your loud pieces: Pair a printed bomber or logo hoodie with neutral basics.
- Accessorise smartly: A standout belt, bag, or watch adds flash without fuss.
- Own it: Confidence is key—loud luxury only works if you wear it like you mean it.
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Zahariev believes loud luxury is more than a trend—it’s a reaction. “After years of neutral tones and clean-girl aesthetics, people want joy again. Men want pieces that reflect who they are and where they’re going.” And with Luxity opening a new store in Sandton City’s Diamond Walk, the message is clear: loud luxury has found its home. In the global fashion debate between whisper and roar, South African men aren’t staying quiet. They’re stepping out—and standing out.
Want to Level Up Your Luxe Game?
Step into the season in style with our luxe-focused Autumn/Winter Guide to Style—a curated edit of elevated essentials for the colder months. From statement tailoring combined with move-easy threads to the ultimate racing-fuelled watches built for precision and presence, we cover every angle.
