"Loud luxury" is poised for a comeback as ailing fashion houses attempt to inject a sense of newness and novelty into their designs to win over weary shoppers.

A flurry of new creative directors at brands including Gucci, Chanel and Versace, and the arrival of new Kering CEO Luca de Meo , are seen phasing out "quiet luxury" subtlety in favor of statement styles, in what analysts say could be a turning point for the industry.

"We are seeing a shift to a bit more visible luxury at the moment," Carole Madjo, head of European luxury goods research at Barclays, told CNBC's "Squawk Box Europe" last month.

"Luxury fashion is a cycle. Now, with quiet luxury being a few years old, you want something else. Back to my novelty, newness thesis: I think this is now the focus."

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