These days, fashion has a new mantra: Logomania is out and quiet luxury is in.
The latest obsession of the fashion scene and the ultra-rich is “quiet luxury” or “stealth wealth,” a subtle sense of style that flaunts their bank account without being in-your-face.
With TikToker Gen Zs fawning over the “old rich” aesthetic and TV series spotlighting the upper echelon and their lowkey sartorial choices, quiet luxury is now on many minds of fashion enthusiasts. But first, we wonder and probe the big Q: What exactly is quiet luxury?
What is quiet luxury?
Quiet luxury, simply put, is the anthesis of logomania. While others dub it “stealth wealth,” the concept remains the same: logo-free fashion that’s still in the highly luxurious spectrum, highlighting craftsmanship, high-quality materials, and in the brands’ sense, heritage.
According to Neiman Marcus’ vice president of luxury fashion Jodi Kahn, quiet luxury strays away from flashier brands in the likes of Loewe, Saint Laurent, or Miu Miu, and instead, leans into non-recognizable silhouettes, often in neutral shades. If loud luxury like Louis Vuitton’s monogram print or Gucci’s interlocking buckle is a sight for sore eyes, quiet luxury is subtler and “anonymously chic.”
Why is quiet luxury now a trending style?
The ultra-rich have often preferred subtler brands that don’t outwardly scream their price tag, but quiet luxury now has its time in the limelight thanks to pop culture. In the Hollywood scene, actress Gwyneth Paltrow set the style centerstage thanks to her courtroom fashion at a ski crash dispute, where she was outfitted in neutrals and cashmere sweaters.
On TV, HBO’s Succession sported the “stealth wealth” style, helmed by the show’s costume designer Michelle Matland. Given that the series involves the adult children of an international media conglomerate, their outfits had to look the part. This included cashmere baseball caps worth at least P33,000, Tom Ford sunglasses, and bespoke suits that highlighted subtlety, first and foremost.
Why do the ultra-rich prefer quiet luxury?
Displays of wealth have varied throughout history, even dating back to Western monarchies and their ostentatious shows of opulence—think powdered wigs, high hair, brocaded gowns, and anything else that Marie Antoinette wore.
Now, some of the one percent hope to keep it more on the low-key side, just as how Meta CEO Mark Zuckerberg is often swathed in high-priced but well-made tees. Much like the ways of French luxury house Hermès prioritizing exclusivity over most, the philosophy of quiet luxury is a larger-scale version. Talking to Stylist, fashion psychologist Dr. Dion Terrelonge likens it to an exclusive membership of sorts.
“Fashion is one of the ways we communicate who we are to the world–we categorize people based on what they’re wearing,” she said. “You’re signaling who you are and what you align with, but you’re doing it in a way where not everybody can access those signals.”
“Only those in the know will understand that you are wearing something prestigious or luxurious because it doesn’t have obvious branding. It’s an inner circle mentality.”
Which brands are considered quiet luxury?
Billionaires, A-list celebrities, and royalty have often sported brands that align with the “quiet luxury” motif. Here are a couple of example.
1. Brunello Cucinelli
2. Loro Piana
3. The Row
4. Canali
5. Stefano Ricci
6. Gabriela Hearst
7. Anderson & Sheppard
8. Bottega Veneta
9. Cesare Attolini
10. Kiton
Which celebrities and socialites have been spotted wearing quiet luxury brands?
There are plenty of members of the upper echelon that don quiet luxury names, but some have achieved poster child status. Check out some of them here:
Gwyneth Paltrow
The actress’s widely documented courtroom dispute also included her neutral fashion, which consisted of an olive green coat from The Row, Mary Kate and Ashley Olsen’s famed fashion brand.
Mark Zuckerberg
Meta magnate Mark Zuckerberg’s infamous wardrobe consists of a simple gray t-shirt. But don’t be fooled: They’re reportedly bespoke tees from none other than Brunello Cucinelli.
David Beckham
The A-list footballer’s favorite tags might just be the Italian brand Loro Piana, known as the largest cashmere manufacturer. Here, David is decked out in a mustard yellow number from the brand. Unassuming to most, but high-quality to those who know it!
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