Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)

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Logo Mania vs Quiet Luxury: Trend Cycles Created by Instagram and TikTok

Authors
Baijia Hu1, *
1School of Journalism and Communication, Renmin University of China, Beijing, 100872, China
*Corresponding author. Email: pacohu03@outlook.com
Corresponding Author
Baijia Hu
Available Online 15 May 2026.
DOI
10.2991/978-2-38476-577-5_117How to use a DOI?
Keywords
Logo Mania; Quiet Luxury; TikTok; Instagram; Algorithmic Culture; Luxury Consumption
Abstract

This paper examines how Instagram and TikTok use algorithmic platform infra-structures to produce and circulate two competing luxury fashion aesthetic movements–Logo Mania and Quiet Luxury. The study is based on Veblen’s theory of conspicuous consumption and Bourdieu’s concept of cultural capital to examine how digital platform infra-structures impact the symbolic capital production of luxury fashion. Following a qualitative comparative approach integrating platform analysis, brand cases, celebrity and influencers analysis, and an integrative visual-engagement analytical model, the author studies our luxury brands: Gucci and Louis Vuitton (Logo Mania), along with Loro Piana and Brunello Cucinelli (Quiet Luxury). The research findings reveal that TikTok increases conspicuous consumption via viral logic and short-form spectacle, whereas Instagram enhances symbolic distance via curated visuals and lifestyle minimalism. At the end of the paper, the author argue that luxury value construction transformed not only from material craftsmanship, but also from algorithmically mediated symbolic capital, wherein visibility and subtlety, in their own way, become parallel prestige monies derived from platform logics.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
15 May 2026
ISBN
978-2-38476-577-5
ISSN
2352-5398
DOI
10.2991/978-2-38476-577-5_117How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Baijia Hu
PY  - 2026
DA  - 2026/05/15
TI  - Logo Mania vs Quiet Luxury: Trend Cycles Created by Instagram and TikTok
BT  - Proceedings of the 2026 5th International Conference on Social Sciences and Humanities and Arts (SSHA 2026)
PB  - Atlantis Press
SP  - 1139
EP  - 1147
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-577-5_117
DO  - 10.2991/978-2-38476-577-5_117
ID  - Hu2026
ER  -