Quiet luxury, cultural boundaries: exploring lingerie consumption through emotional and social lenses in Indonesia

Purpose This study investigates the symbolic, emotional and culturally embedded meanings of luxury lingerie consumption in Indonesia. It explores how intimate products are interpreted not through the lens of sexual display, as often emphasized in Western discourse, but as instruments of personal healing, modest empowerment and relational affirmation within a Southeast Asian context. Design/methodology/approach Adopting a qualitative, triangulated methodology, the research draws insights from netnographic analysis of online discussions, in-depth interviews with female and male consumers and unstructured observations in retail settings. This approach enables a holistic exploration of emotional, social and cultural dynamics underlying intimate consumption practices. Findings The study reveals that Indonesian consumers construct lingerie consumption around four interwoven dimensions: emotional self-affirmation, ritualized life transitions, relational influences and the negotiation of modesty with aspiration. Lingerie is seen not as a public statement but as a quiet, meaningful gesture of self-care and cultural navigation. Male partners emerge as emotional collaborators rather than dominant decision-makers, reinforcing the role of gifting and shared intimacy. These findings challenge Western-centric assumptions by highlighting introspective and culturally attuned modes of luxury engagement. Originality/value This research contributes to the symbolic consumption literature by introducing the concept of “quiet luxury”, a culturally grounded framework in which emotional resonance, modest sensuality and relational meaning define luxury experiences. It also extends the theory of planned behaviour and the extended self by embedding them within collectivist, modesty-sensitive consumption contexts. The study provides valuable insights for brands seeking to align with Southeast Asian values through marketing narratives that respect subtlety, emotional authenticity and cultural relevance.