Quiet Luxury Or Desi Maximalism? Its A Battle Of The Aesthetics

Lately, two aesthetics have been popping up everywhere. The beige, understated, and effortlessly elegant "quiet luxury" versus the eccentric, unapologetically loud "desi maximalism." From brands to social media feeds, these styles are shaping how we curate our wardrobes, decorate our homes, and buy products. While quiet luxury and desi maximalism may seem worlds apart, there is something common that ties the two: a focus on intention.

Where desi maximalism celebrates cultural heritage, exuberance, and bold self-expression, quiet luxury communicates refinement, subtlety, and sophistication. 

In both cases, the choices we make, whether it’s the colours we surround ourselves with, the textures we embrace, or the pieces we invest in, reflect a deeper story about who we are and what we value.

A case for quiet luxury

Quiet luxury is that rich aunty who returns from Dubai in a beige linen co-ord set and a single Cartier bangle. Her outfit is understated, but you know she's got dough for days!

Some of the wealthiest people worldwide follow this same philosophy, of dressing subtly but commanding the room. This aesthetic is more about making a statement with quality and purpose, rather than flash. 

As Aarya Kumar, founder of swimwear brand Bungalow Swim, puts it: “I see quiet luxury as a return to confidence - being so assured in what you’re wearing that it doesn’t need to announce itself."

She adds, "The quality, fit and craftsmanship speak first. True luxury feels calm and timeless - it’s the difference between something that looks good for a season and something you return to year after year.”

Quiet luxury is inherently sustainable. It prioritises "investment pieces" over fast fashion fluff, values timeless design over fleeting trends, and encourages mindful consumption.

Hansika Chabbria, founder of sustainable fashion brand One Less, says, "Minimalism naturally ties into luxury because when you remove the excess, what’s left is quality, the fabric, the feel, the fit, and how something makes you feel when you use it."

View this post on Instagram

Desi maximalism is heritage

On the other hand, desi maximalism is all about the jingbang. Think zardozi embroidery glinting under bright festival lights, kitschy colourful packaging lining store windows, and a touch of nostalgia.

Desi maximalism is no fleeting fad. It has been a bold and vibrant part of Indian culture for centuries, unapologetically taking up space in the global landscape.

Ritika and Prerna, founders of fashion brand Urmil, observe, “The current rise of desi maximalism is not a trend shift, it’s a refusal to keep editing ourselves down."

They add, "For years, minimalism became a shorthand for being taken seriously, often at the cost of cultural honesty." However, Indian brands are finally reclaiming their cultural narrative.

Sonal Nagwani, Founder & Director at the vibrant matchbox brand Maachis, agrees: “Desi maximalism is a form of resistance in my opinion, a memory returning. It’s not about adding more; it’s about recognising what already exists.”

Sonal explains that maximalism adds life to Indian design heritage. "Growing up in India means growing up around colour, pattern, symbolism, and visual overload, from matchboxes and calendars to temples, kitchens, streets, and festivals. Our world was never minimal!"

In this way, desi maximalism balances exuberance with history, abundance becomes meaningful, patterns and colours carry nostalgia, and every element is placed with purpose, creating coherence rather than noise.

Maximalism also reflects a more self-aware and discerning consumer base. Today’s audience isn’t just looking for something pretty. They want context, origin, and meaning.

Consumers ask where a piece comes from, who made it, and why it looks the way it does. Every embellishment, colour, and motif carries a story, connecting the wearer to culture, craft, and community.

Fashion designer Shivani Nirupam notes, “This goes way beyond a quick aesthetic high; it’s cultural muscle memory. Desi maximalism layers pride, emotion, spirituality, and community into designs that build loyalty, not likes.”

Which aesthetic "wins"?

Ultimately, quiet luxury and desi maximalism share a common ethos. Where quiet luxury finds power in "less is more", desi maximalism finds it in abundance, cultural pride, and layered storytelling. 

Both aesthetics challenge disposable consumption, encourage thoughtful choices, and redefine what it means to invest in objects, experiences, and identity. So, which one do you choose?

Views expressed by the author are their own.