In an age when some self-made billionaires are becoming increasingly flashy—think Jeff Bezos wearing a space cowboy hat—many of the generationally wealthy are constrained, at least in what they wear. Their current dress, described as “hidden wealth” and “quiet luxury”, is extravagant, yet discreet.
While quiet luxury among the wealthy has been around for a long time, thanks Succession And the wardrobes of net worth celebs like Gwyneth Paltrow, Mary-Kate, Ashley Olsen, and Sofia Richie Gering, emulating the trend is becoming more and more popular with young adults in the upper-middle class. On TikTok, one can find videos of fashion influencers teaching followers how to embrace the quiet luxury look with lower priced items, usually by neutralizing their wardrobe palette to just black, gray and beige.
Direction has been a huge topic of discussion among fans Succession, In it, the main characters wore casual clothes for work, including well-tailored but visually boring knits, jackets, and shorts. Kendall Roy’s cashmere Loro Piana baseball caps, which retail for $525, for example, have become a symbol of quiet luxury and brand new status.
Loro Piana and Brunello Cucinelli, Italian clothing brands, are among the most popular disguise outfits. In addition to Kendall’s iconic hat, designers produce an array of neutral-colored knits that number hundreds (or thousands) each. Other favorites are Tom Ford and Xenia suits and everyday wear from Khaite and The Row.
What all of these brands have in common is that they are unbranded, usually without a logo in sight. Only those familiar with the rich or obsessed with wealth will notice. For the world’s richest people, especially those with ancient wealth, there is nothing to prove. Flashing famous logos and jewels is lovely. While people with new money may want to send their fortunes to a wider audience, wealthy people of their generation are only interested in signaling status to their net-rich peers.
“Quiet luxury [is] Pieces that do not look luxurious to the naked eye at all. “You can be a dollar or a million dollars,” fashion TikToker Charles Gross said in a video. “Only those who wear them and those who really check them out know that they are luxurious or luxurious at all. The uber-wealthy often have wardrobes full of quiet luxury because that is normal.”
to the fictional Roy family, which provides most of the backstabbing SuccessionHe said, people of their wealth level, Loro Piana is H&M. Wealthy people want to resemble people in lower tax brackets in terms of their wardrobe, but with invisibly higher-quality clothing, often made with more labor-intensive techniques or rarer fibers (Brunello knits are made from ultra-fine vicuña wool, from the llama-like animals living in the Andes).
The trend contrasts with the clothing of the non-ghostly wealthy, who wear expensive trends or designer streetwear, such as Louis Vuitton’s gem-studded leather goods, Gucci’s sprinkled belts, and billowing Moncler.
The subtle fashion trend of wealth has only inspired some millionaires, in an attempt to copy their wealthy counterparts, to ditch the tracksuits and logo obsession and appear naturally in the most elaborate and detail-obsessed way possible.