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Where to buy your quiet luxury wardrobe: 5 fashion brands showcasing stealth wealth, from The Row and Brunello Cucinelli worn by Jeff Bezos and Gwyneth Paltrow, to Khaite, Jil Sander and Loro Piana
STORYSumnima Kandangwa
- Bye bye, flashy monograms – from the unassuming yet polished pieces at The Row to Loro Piana’s cashmere ‘fits, quiet luxury is making a comeback amid the popularity of HBO Max’s hit TV show Succession
- Brunello Cucinelli is also an A-list fave, loved by Jeff Bezos and Gwyneth Paltrow, while Khaite counts Meghan Markle and Kendall Jenner as fans; meanwhile, Jil Sander knows how to own the aesthetic
In a world dominated by legacy fashion houses like Hermès and Louis Vuitton, a much calmer aesthetic has started to emerge, breaking away from the usual flashy monograms.
“Stealth wealth” or “quiet luxury” is all about rejecting brand logos and ostentatious displays of wealth. The trend embraces an easy elegance with neutral colour palettes, refined tailoring and wearability, all while keeping those eye-watering price tags.
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This sartorial shift is a come-and-go trend in fashion, occasionally coming back during social or economic recessions. “When huge bits of the population are struggling to hang onto or heat their homes, flaunting extreme expressions of wealth looks tone-deaf,” Lorna Hall, director of fashion intelligence at trend-forecasting firm WGSN, said in an email to Style.
Post-pandemic, quiet luxury is back stronger than ever – think multimillionaire actress Gwyneth Paltrow’s courtroom fashion or the affluent Roy family in HBO hit show Succession with its tailored coats, logo-free US$600 baseball caps and crisp shirts – all understated, yet firmly displaying an opulent lifestyle.
Here are five luxury brands catering to the stealth wealth wardrobe if you’re looking to snap up a piece or five for yourself …
1. The Row
