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If you're a fashion girlie, the chances are that your TikTok 'for you' feed has thrown up some videos discussing 'quiet luxury' or 'stealth wealth' on more than one occasion this year.
The idea is that certain privileged folk (read: super rich people) are adopters of a subtle dress code that exudes luxury without the obvious markers, such as excessive logos, big name brands and the trending shapes and styles that everyone else is wearing.
Someone with a 'quietly luxurious' wardrobe wouldn't, for example, carry the Dior Saddle bag or a Louis Vuitton monogrammed accessory – since they both clearly signal that brand and the price tag associated with it.
Equally, the quiet luxury look supposedly leans into classic silhouettes such as tailored coats, shirts and trousers – usually in more neutral tones – rather than more trending looks of the moment. That means no low-rise maxi skirts or double denim here, no siree.
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Examples of the more 'stealth wealth'-approved labels that say-luxury-without-saying-luxury include pricey cashmere brands Loro Piana and Brunello Cuchinelli, and minimal designers such as Jil Sander, The Row and Max Mara.
In fact, the 'quiet luxury' way of dressing is simply another personal style choice that's been around, well, forever probably – but it's gained traction this year thanks to celebrities like Sofia Richie-Grainge and a little show called Succession, which perfectly exemplifies the idea of 'stealth wealth' amongst its privileged and powerful characters.
The series showcases a who's who of subtle indulgence, from Shiv's Ralph Lauren-laden wardrobe to Kendall's signature caps – completely logo-less and utilitarian, but with a price tag of £535 from Roy-favourite label Loro Piana.
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Gwyneth Paltrow, whose meme-worthy week in a Utah courtroom captivated the internet in March, and also earned herself the 'stealth wealth' label thanks to her seemingly low-key wardrobe for the ski accident trial, which in fact featured a £3,900 The Row coat, Celine Boots and – you guessed it – a Loro Piana cashmere knit. The Guardian declared it "billionaire chic".
"Money talks, wealth whispers," say some TikTokers of the quiet luxury movement, though others debate whether affluence should be categorised in such a way. Noted fashion blogger Bryan Yambao, or @BryanBoy, made an interesting point on Instagram.
He writes: "Working in fashion and going to some of the most toe-curling exclusive events in the past two decades allowed me to meet so many wealthy people of all stripes — millionaires, billionaires, children of billionaires, new money, old money, you name it. Couture clients. Couture collectors with so much old money but amusingly questionable taste. Women — and men — with obscene jewellery and wardrobes. And let me tell you in layman's terms, there is no standardised way in the manner of how they dress. They’re equally as chic and as awfully tacky (or fabulously vulgar) as someone with lesser economic means.
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"This 'quiet luxury' notion that people with 'true' wealth only wear discreet, conformist UNIFORMS is nothing but absolute nonsense. Banal, rebranded. It’s not 'luxury' per se, it’s an old aesthetic rooted in whiteness and deception – dressing in a uniform manner to control how people perceive them," he added.
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For most people, how we dress is simply how we feel most comfortable – be that loud, quiet, stealth or overt. But if the 'stealth wealth' look is an aesthetic you feel drawn to, look to brands like COS, Joseph, By Malene Birger, Massimo Dutti and Theory for that understated yet pulled-together vibe that various names of the Fashion tribe are doing so well (without the four-figure price tags).
Or, wear loud, proud logos, clashing colours and the ‘it’ bag of the moment all at once. Or don't. Most of us probably fall somewhere (happily) in the middle, anyway.
