James Bond wore Massimo Alba in No Time to Die at Daniel Craig’s suggestion, with Mick Jagger, Jude Law and Coldplay’s Chris Martin also fans
In fashion’s shifting vocabulary, “quiet luxury” has emerged as a shorthand for refinement without ostentation, the idea that true elegance lies not in conspicuous logos, but in the subtler pleasures of cut, texture and ease.
Though the term has gained popularity in recent years – fuelled by TikTok virality and the success of the HBO phenomenon Succession – certain Italian labels were fluent in this language long before it entered the mainstream. Beyond giants such as Loro Piana, Zegna and Brunello Cucinelli, houses like Fedeli, Aspesi and Massimo Alba were already setting the tone, crafting wardrobes built on functionality, investment dressing and authenticity.
Daniel Craig as James Bond in Massimo Alba. Photo: Handout
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Take Italian knitwear brand Fedeli, perhaps the clearest example of how deep these roots run. Founded in Monza in 1934 by Luigi Fedeli, the company began with knitted hats before expanding into the luxury cashmere that would define its identity. From the start, Fedeli drew on both Italian craftsmanship, and knitwear traditions from Switzerland, Scotland and England. His appreciation for the delicacy of cashmere proved decisive: he treated it not as a fabric for rare occasions, but as one for everyday wear.
Fedeli summed up this vision in the phrase “The Luxury of Style”, a motto that spread globally even as the house remained rooted in Italy. Today, Fedeli’s offering extends beyond cashmere into a full ready-to-wear line-up – think rainproof bomber jackets, lightweight polos, structured shirts and even swimwear, all crafted with that same quiet luxury ethos.
Massimo Alba Monster blazer at Mr Porter. Photo: Handout
“I think people are familiar with the more well-known luxury Italian brands, but customers are always interested in discovering, and being educated about, brands that they might not have heard of,” says Daniel Todd, buying director at luxury men’s e-tailer Mr Porter. “Brands like Fedeli offer a relaxed take on Italian luxury that is easy to wear while still offering the sophistication that is synonymous with Italian luxury and heritage.”
Aspesi Ernest virgin wool and alpaca coat. Photo: Handout
Aspesi, founded in Legnano, Italy in 1969 by Alberto Aspesi, channels the same spirit through technical innovation. The company began as a shirtmaker before evolving into ready-to-wear with a focus on function over embellishment. In the late 1970s it introduced one of its enduring icons, the down jacket, reimagining technical outerwear as a versatile staple. Other pieces like the Mod.13 shirt and the field jacket became signatures, their longevity rooted in fabric research and functionality. With campaigns shot by renowned fashion photographers Peter Lindbergh and Paolo Roversi, the brand has long aligned itself with a more intellectual vision of style.
Barena Venezia autumn/winter 2025. Photo: Handout
The ethos of understated refinement is also central to Slowear, which unites several specialist houses under one philosophy. Its story began in 1951, when Incotex was founded in Venice to produce trousers for workers and the military. By the 1960s, Incotex had evolved into a specialist in smart casual trousers, combining technical expertise with sharp tailoring. Over time it was joined by Montedoro for outerwear, Zanone for knitwear and Glanshirt for shirts. In 2003, these were consolidated under the umbrella name Slowear. Today the group operates internationally, but its ethos remains the same: clothes that resist trends and seasons in favour of quiet luxury, decades before the phrase gained traction.
