Fashion magazines, such as ELLE, have exensively talked about quiet luxury as “new-age minimalism”. It’s not merely about a neutral colour palette and a lack of logos; it’s about carefully investing in well-made pieces that effortlessly work with the rest of your wardrobe.
Many of the principles associated with quiet luxury have long been fundamental to Rise & Fall. We believe that luxury should be about making better choices, judging a product by its materials, construction and value, rather than its logo. We call it "considered luxury".
We’ve spoken with Rise & Fall’s Co-Founder and our design experts to explore what considered luxury means to them today and how our products reflect our goals and mission.
“Since day one, we wanted to redefine what luxury means,” says Rise & Fall’s Co-Founder Will Coulton. “For us, it starts with the materials. Beautiful cashmere, exceptional cotton, expertly crafted pieces that feel as good as they look. It’s quality you can feel and luxury you actually live in, without the inflated price tag.”
At Rise & Fall, we call this considered luxury. Every material, every detail and every finish has a purpose: to make the pieces you reach for every day feel exceptional. We work directly with some of the world’s finest manufacturers, pairing premium materials with thoughtful design to create clothing and homeware made to be worn, used and loved for years. Fewer, better things, at a price that reflects the quality, without the traditional luxury mark-ups.
Considered Luxury Is More Than A Look
Minimal branding, neutral colours… a wardrobe of understated pieces. The familiar picture is easy to recognise, but a beige jumper isn't inherently luxurious merely because it looks understated.
Look inside it. Consider the fibre, the seams and how the shape sits on your body. Quality matters. True luxury lies in the details; it’s in the things you won’t always see at first glance. Beyond visuals, what matters is a product’s material, craftsmanship, comfort, usefulness, and longevity.
To our Head of Design, Claire French, considered luxury is “pared-back pieces that become your future classics. Timeless but never basic. In fabrics and silhouettes with a simplicity and modernity that withstand fleeting trends”.
Lauren Hannifan, Rise & Fall’s Head of Brand, explains how important it is to be intentional and considered when making an investment. She highlights that quiet luxury “feels more like intentional luxury”.
“The older I get, the more intentional I am with what I have in my life. Whether it's how I spend my time, who I surround myself with or what I choose to buy. My 20s somehow felt like buying more for the sake of more, whereas my 30s have felt a lot more considered… and fulfilled. If I had to put down in a few words what quiet luxury means to me, it would be “being more considered.”
When upgrading your wardrobe or home, discerning customers should ask themselves three questions before adding a luxury item to their shopping cart.
- Does this deserve a place in my life?
- Will I use it often?
- Will I still love it in years to come?
If you answer yes to all three when shopping, you might have found a gem to invest in.
Comfort & Self-Investment
At Rise & Fall, we think not only about the design of our products, but also about their construction and comfort, whether it’s clothing or bedding. Natural fibres, how materials feel against the skin, a piece’s finish, the precision of an invisible seam, and how long a piece lasts.
“For me, considered luxury means the pieces that give you comfort but also a contentment that you've invested in yourself, and you feel good for it” says Beth Ranson, Rise & Fall’s Head of Product Development.
“The knit that feels super soft on your arms, the trousers with French seams that sit smoothly on your waist. You’ve made the purchase for yourself- impressing others didn’t even occur to you.”
Materially Better Luxury
When considering a luxury piece for your home or wardrobe, the material matters. From knitwear and clothing to bedding, here are just a few examples of the materials we use at Rise & Fall and the certifications our items hold:
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Material |
Where We Use It At Rise & Fall |
Certifications and Standards* |
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Jumpers, cardigans, trousers, wraps and accessories. A-grade fibres offer softness and warmth without excessive weight |
Our oversized wraps use Good Cashmere Standard-certified yarns and carry OEKO-TEX® certification |
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Knitwear, accessories and cashmere blends. Our design experts chose this for warmth, breathability and natural elasticity |
Responsible Wool Standard (RWS), covering sheep welfare, land management and traceability |
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Naturally breathable and moisture-wicking, we offer a range of bedding made with British wool. |
Our wool duvet carries British Wool certification with source traceability, plus OEKO-TEX® STANDARD 100. |
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100% cotton options available across Rise & Fall clothing, towels and bedding, including extra-long-staple cotton for smooth, strong sheets and Pima cotton for polos. |
GOTS-certified organic cotton, OCS and Better Cotton certification feature across collections. |
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Clothing, bedding, throws and table linen. Breathable, naturally textured and softer with use. |
Masters of FLAX FIBRE™, verifying Western European flax origins and traceability. |
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Chosen for softness and fluid movement, we offer silk dresses, shirts, scarves and more. |
OCS for organic silk and GRS or RCS for recycled silk, depending on the material used. |
*Individual certifications and standards vary across Rise & Fall items and ranges. Check individual pages for specific details, as each item varies. Find out more about our materials and certifications here.
But it’s not only important to consider what items are made of, but also how they are made. At Rise & Fall, we are transparent about every step. Check out Made In The British Isles: The Story of Our Lambswool for expert details on our design approach and craftsmanship.
Other carefully considered materials include duck down for bedding and Peruvian alpaca for our throws. Beyond bedding and clothing, we take great care with the origins of all products, such as our Turkish cotton Hammam beach towels, which carry OEKO-TEX® certification, and our single-estate extra virgin olive oil, made from early-harvest Hojiblanca olives grown on a certified organic estate in Andalucía.
Considered Luxury is Personal & Intentional
Overall, we believe that considered luxury goes far beyond a tone, a logo, a price. It’s in the experience an item creates. The comfort. How long it lasts. The precision in its design.
Considered luxury is personal. For you, it might mean a jumper worn twice a week, sheets you miss when you travel, or simply buying less, because the items you have are so special and wearable on repeat.
Considered luxury doesn't require a prescribed wardrobe. It needs products that justify their place in yours.
That is what Materially Better means to us.
Considered Luxury FAQs
1. What is Considered luxury?
Quiet luxury is characterised by understated elegance, high-quality materials, and timeless styling. It's more than a logo or price tag; it’s buying fewer things that each last for years.
2. What makes an item luxury?
Luxury is defined by more than a logo. You can tell if something is truly prestigious by considering the materials it’s made of, its quality, craftsmanship and heritage.
3. How much is a “luxury” item?
There’s no fixed price for luxury goods, and expensive doesn't automatically mean luxurious. Prices vary by item, so consider an item’s material, craftsmanship, certifications, and origin to decide whether the price is justified.
