‘Loud Luxury’ Is Back – And 'The White Lotus' Could Be to Blame

Image: HBO

Trends are cyclical. Once introduced to the zeitgeist they rise in popularity, reaching a peak moment before declining and eventually disappearing altogether (most likely destined to return a decade or two later). When it comes to high fashion, one particularly popular recent trend is the concept of ‘quiet luxury.’ Championed by style arbiter brands like The Row, Hermès, Jil Sander, and Max Mara, and celebrities like Jennifer Lawrence, Gwyneth Paltrow and Megan Markle, the prêt-à-porter of late has primarily been subtle and inconspicuous.

Demonstrating the small screen’s big impact on shaping luxury brands, this trend has been closely associated with hit TV shows in recent years such as ‘Big Little Lies’, ‘The Perfect Couple’ – basically any IP starring Nicole Kidman – and, most famously, HBO’s ‘Succession’. The latter was a masterclass in ‘quiet luxury’, with titular characters kitted out in understated and unbranded clothing - no tell-tale logos, graphics or prints - from high-end European brands like Loro Piana, Bruno Cucinelli and Enfants Riches Déprimés.

In what is the antithesis of its predecessor, HBO’s ‘The White Lotus’ has swung the pendulum in the opposite direction towards brazen, brand-forward ‘loud luxury.’ As Vogue put it, the show is packed full of “immersive vacation porn” and “enviably audacious designer wardrobes.” Think giant Rolex timepieces, vintage Gucci handbags, and rainbow-sequined Valentino minidresses – it doesn’t get much louder than this.

According to brand tracking platform Tracksuit, the immense popularity of this show has sparked a major surge of interest in luxury fashion and travel brands. Keen to learn more about the swing from minimalism to maximalism, LBB’s April Summers sat down with Matt Herbert, CEO and co-founder of Tracksuit, to find out how pop culture is reshaping consumer desire, and what this means for creatives and marketers moving forward.

LBB> ‘Quiet luxury’ was a trend tightly associated with ‘Succession’. Do you see the return of loud luxury as a swing in the opposite direction, or a longer-term shift in consumer psyche?

Matt> In recent years, entertainment properties like ‘Succession’, ‘The White Lotus’, and ‘Barbie’ have transcended the screen, becoming cultural phenomena that shape consumer behaviour. These moments of pop culture influence have given rise to distinctive aesthetic trends – from the muted elegance of ‘quiet luxury’ to the vibrant ubiquity of ‘Barbie pink,’ and most recently, the bold, brand-forward style known as ‘loud luxury.’

As with any powerful brand-building effort, these cultural waves leave a lasting imprint. A compelling example is the emergence of loud luxury, which has sparked widespread online engagement. On platforms like Reddit, users actively identify and seek out luxury brands featured in shows, treating screen style like a treasure map to status.

These trends underscore a key insight: consumers are not just passive viewers, but active participants in cultural moments – moments that blur the line between content, commerce, and identity.

LBB> Were you surprised by the scale of impact a single TV show had on brand consideration for Prada, Louis Vuitton, and Hermès? What made this cultural moment ‘stick’ compared to others?

Matt> One important aspect to call out is the impact of global audience interaction on social media, both in real time and in the days following a show's release. Platforms like Reddit, Instagram, and TikTok become extensions of the viewing experience where users unpack episodes, share theories, and spotlight hidden details. This creates a strong sense of community and even FOMO, where not watching means missing out on a broader cultural conversation.

This user-generated content-led dynamic effectively extends the show's universe. Viewers aren't just consuming content – they're building on it. This collective 'world building' helps surface elements that might have gone unnoticed individually, such as subtle fashion cues or brand placements, which in turn contributes to brand visibility and growth.

That said, it's important not to overstate the influence of any one show as the sole driver of trends. Instead, these series often serve as cultural touchpoints – key contributors within a wider network of influences that help shape and accelerate consumer behaviour and aesthetic movements.

LBB> You mention shows like ‘The White Lotus’ don’t just reflect trends – they drive them. Can you expand on how you've seen this play out in the data beyond just fashion?

Matt> The influence of ‘The White Lotus’ continues to ripple through the luxury travel industry. Following the release of season two, Four Seasons reported a remarkable 193% increase in webpage visits for its Sicily-based property. This follows a similar trend from season one, where the Maui resort experienced a 425% spike in website traffic and a 386% rise in availability checks year over year after the show’s debut.

Tripadvisor also observed significant user interest, particularly around Koh Samui, with an 18% year-on-year increase in travel searches between January and February, and a striking 57% jump month-over-month leading into the show's latest season. This translated into a 40% surge in bookings at the Four Seasons Resort Koh Samui, which was featured prominently.

The show's cultural impact is also being felt beyond individual resorts. Properties such as Rosewood Phuket and Mandarin Oriental Bangkok have reported increased inquiries, with some launching bespoke luxury experiences inspired by the White Lotus aesthetic.
On social media, the phenomenon has sparked over 26 million impressions, with the highest engagement coming from TikTok, X (formerly Twitter), and Reddit. Sentiment across hospitality-related posts skews strongly positive (42%). Luxury brands like Louis Vuitton, Four Seasons, and Miss Sohee have seen amplified visibility, thanks in part to strategic product placements and influencer resonance.

Notably, Lisa Manobal’s dual role as both the show’s cast member and luxury brand ambassador has driven exceptional cross-promotional success, with each of her posts generating thousands of engagements across platforms.

LBB> What should those in creative and marketing roles understand about the significance of a 1-4% lift in awareness or consideration? Why does this matter strategically?

Matt> This kind of uplift is particularly valuable in helping brands uncover where real opportunities lie with specific demographics. By understanding who is responding to cultural moments – and how – brands can more effectively tailor messaging, media, and product strategy across the funnel.

It's a powerful diagnostic tool: identifying not just where awareness is growing, but where consideration or preference is shifting, and why. For example, we’ve seen brands leverage these kinds of insights to understand unexpected traction with emerging consumer groups, allowing them to refine positioning, adjust creative, and even rethink distribution strategies to better capture that demand.

Tracksuit’s data is not only nationally representative, but also contextualised in a way that brings clarity to statistical significance: helping marketers make informed, confident decisions. It’s not just about the what, but the why, and the confidence to act on it. By using Tracksuit to surface these cultural or demographic shifts, brands are better equipped to spot and seize strategic opportunities that might otherwise be missed.

While these percentage point changes might appear to be small, they are statistically significant so we can be confident that something has impacted the movement. A 1% percentage point increase in awareness for Prada equates to an additional ~200k people aged 18-44 now being aware of Prada. A 3% percentage point increase in consideration for Prada equates to an additional 1.7 million people aged 18-44 now considering Prada as a brand they'd consider purchasing.

LBB> In your opinion, how should luxury brands approach entertainment partnerships differently when the tone of a show (e.g. drama vs. prestige vs. satire) affects consumer perception?

Matt> Just like with viral social media trends, brands should take a considered approach when engaging with the cultural tone or themes of a show or movie. Rather than focusing solely on going viral in the moment, it’s important to evaluate whether the association aligns with the brand's long-term strategy and tone of voice. Cultural moments can be powerful springboards, but only when they authentically connect to the brand's broader goals and identity.

When exploring potential partnerships or activations tied to entertainment properties, brands might ask:

• Does this partnership align with our one-, two-, or five-year strategic priorities?

• Could this help us reach new audiences or build familiarity with consumers who aren’t yet in the category, but may be soon – essentially, does it help build future demand?
  

• What problem does this solve for us today, and how does it support where we're headed?
  

• Are there upcoming launches, campaigns, or initiatives that could benefit from this cultural association?

Taking this approach ensures that brand involvement isn’t just reactive but intentional, turning cultural relevance into lasting impact.