Why Quiet Luxury Works For Us at Soft&Co

Quiet Luxury, the elegant trend that speaks loudly about substance over style, epitomises the Soft&Co approach to interiors and furniture design.

Quiet Luxury may be touted as a trend, but for Soft&Co founder Brenda Hart it’s a natural leaning that has always been core to her and her work. The concept is an antidote to fast fashion and the unsustainability of seasonal trends and embodies an appreciation of both excellence and elegance. “The same values that underpin our approach to the design and manufacture of all of our pieces,” says Hart.

The aesthetic embraces the minimalist approach (albeit with interesting design detailing) and celebrates muted tones, inspired by the natural world, and tactile textures. In interior design as in fashion, Quiet Luxury avoids brash branding and loves natural fibres and tailored comfort. It’s easy to see how this movement has struck favour with those looking for more substance in their lives, and indeed in their homes.

The focus that Quiet Luxury has on timelessness-over-trend, quality and traceable craftsmanship is absolutely aligned to Hart’s longstanding design values and the relationships with the experts who work on her capsule furniture collections, Voguish and Cozy. “Pieces like our Diana Armchair and Dusk Sofa with their curvy and inviting forms are painstakingly made by people who I implicitly trust and who understand our insistence on never cutting corners. Likewise, our Theo Bed and Ash Side Tables that are so beautifully made and which thanks to their elegant lines bring such a sense of luxury to any space,” explains Hart.

The bespoke edge to Soft&Co ensures exclusivity for their clients but crucially, their aesthetic ensures an ease that can’t be feigned. And that is key to any space that receives the Soft&Co treatment: an intense focus on creating a sophisticated space where comfort remains paramount and where the luxuriousness is indeed quiet and implied rather than overstated and unnecessarily extravagant.