Though we’re only a few months into 2023, it’s clear that the year’s defining trend is “quiet luxury.”

The phrase—a synonym for understated, high-quality pieces with a correspondingly high price point—is often credited to the popular HBO show, Succession, which has a hyper-wealthy family at its center. But more than a product of the Roy family, quiet luxury’s rise strikes me as the result of labels like The Row, Khaite, and Totême developing cult-favourite followings among this generation’s set of tastemakers. They generate an “if you know, you know” cache, boasting a refined sensibility that extends beyond price point and comes as a welcome change from logomania.

Jerry Lorenzo’s label, Fear of God, falls squarely in this bracket, so the news that he will present the brand’s first-ever show next month makes perfect sense.

Keeping to his roots, Lorenzo is set to present the collection at the Hollywood Bowl in LA on April 19—firmly in the middle of Coachella. While the venue has hosted fashion events in the past for names like Calvin Klein, this is the first time it’s been the home for a new designer’s show.

Having founded Fear of God in 2013, Los Angeles-based Lorenzo has become known for making pieces that feel wearable and contemporary, yet still elevated. Having been worn by celebrities like Gigi Hadid and Justin Bieber, and featured on the January 2021 cover of American Vogue, Fear of God has established itself as a genuine American luxury name. That said, the show is sure to draw a crowd—and an even bigger fanbase.