조용한 럭셔리의 형성 메커니즘 -알프레드 던힐 사례를 통한 비과시적 소비 기제의 분석-

Abstract

This study analyzes Dunhill’s collections, spanning from 2024 F/W–2026 S/S, under the direction of Simon Hol- loway in the context of the rising “Quiet Luxury” trend, which prioritizes intrinsic value over conspicuous logos. It inves- tigates how Dunhill’s 130-year heritage is manifested as modern cultural capital. Employing a case study method, it utilizes an analytical framework based on four psychological mechanisms of inconspicuous consumption (Privacy, Elitism, Con- noisseurship, and Need for uniqueness) correlated with four formative characteristics of Quiet Luxury (Logoless design, Upper-class cultural style, Fabric, and Color). The results indicate that Dunhill systematically implements these mech- anisms through structural forms and standardized codes. First, the “Logoless” design strategy satisfies Privacy and Need for uniqueness by eliminating overt branding. Second, the appropriation of “Upper-class cultural style,” referencing his- torical icons, fulfills Elitism, Connoisseurship, and Need for uniqueness by requiring specific cultural knowledge to decode. Third, the use of understated “Color” and premium “Fabric” satisfies Connoisseurship and Need for uniqueness, providing exclusive experiences requiring a discerning eye to appreciate. Consequently, this study confirms that Dunhill sys- tematically implements the psychological mechanisms of inconspicuous consumption by utilizing its British legacy and brand heritage as design elements based on the formative characteristics of Quiet Luxury. It has academic significance, as it empirically links inconspicuous consumption’s psychological drivers with specific design strategies in a heritage brand.