The phrase “Old Money Fashion” has exploded in popularity, especially across platforms like TikTok, where countless videos dissecting and demonstrating the aesthetic have gone viral. This trend centers around the idea of dressing in an elegant, understated manner, shunning overt designer logos and embracing a minimalist approach. The core message is subtle yet powerful: true wealth whispers, it doesn’t shout. This “quiet luxury” movement suggests that those with established wealth prefer to remain discreet, signaling their status through subtle cues rather than flashy displays.
This fascination with “old money” style is particularly prominent among Gen-Z, a generation that’s become captivated by the romanticized vision of inherited affluence. Images of sprawling estates, exclusive ski resorts, prestigious boarding schools, and idyllic summer retreats in exotic locales are often associated with this lifestyle. Accompanying these visuals is the allure of unspoken rules and codes believed to govern the elite, extending to their sartorial choices. Their clothing is envisioned as subtly luxurious, a quiet nod to others within their echelon, a way to recognize each other without being ostentatious. The aspiration is to project an image of effortless sophistication, as if one has just stepped off a tennis court en route to a refined lunch, regardless of whether such a lifestyle is actually attainable.
TikTok feeds are awash with montages of youthful, often model-esque figures sporting classic oxford shirts, chinos, and similar attire. These visuals are typically overlaid with text promising to reveal “how to achieve the old money aesthetic,” followed by product recommendations from accessible retailers like Mango, Zara, Abercrombie, or Uniqlo. Conversely, other videos take a different tack, listing luxury brands purported to define this “quiet luxury” look. These lists often feature aspirational brands like Loro Piana, Kiton, Berluti, Jil Sander, Brunello Cucinelli, Brioni, Hermes, Canali, and The Row – labels that remain financially out of reach for most. This dichotomy highlights a key tension within the trend itself: the desire to emulate an ultra-exclusive style using more accessible means.
Alt text: Two young men dressed in classic preppy style, one in a blazer and khakis, the other in a sweater and chinos, walking on a traditional university campus, embodying the old money aesthetic.
However, the rise of “quiet luxury” warrants a degree of skepticism. Is it truly a novel concept, or simply a rebranding exercise? It bears a striking resemblance to minimalism, and arguably, to preppy style, albeit sanitized of the negative connotations that have become attached to the latter. Preppy fashion has, in some circles, become stigmatized, associated with a stereotypical image of privileged individuals sporting brightly colored shorts, boat shoes, and vests, sometimes linked to outdated or exclusionary social views. While acknowledging these negative stereotypes, it’s crucial to distinguish between a more refined preppy aesthetic and its more caricatured, “fratty” counterpart. True prep, in its essence, is characterized by subtlety, a muted color palette, and timeless wardrobe staples. Think of style icons like Miles Davis or the Kennedys – figures who epitomized understated elegance. The photographic book Take Ivy, capturing Ivy League style in the 1960s, offers a visual testament to this classic “old money” look, showcasing men in effortlessly stylish, timeless ensembles. In contrast, “fratty” style tends to be louder, more overtly attention-seeking, often incorporating brighter colors and less refined silhouettes, commonly seen in college bar scenes.
The “quiet luxury” phenomenon also represents a reaction against the “hypebeast” era that dominated fashion from the mid to late 2010s. Embracing the “old money” aesthetic can be interpreted as a desire for a more sophisticated approach to fashion. Individuals who once gravitated towards streetwear, skate culture, or hype-driven trends are now seeking a more mature and refined personal style. It’s also a clear departure from the logomania that saturated the luxury market for years. The focus has shifted from ostentatious displays of wealth – think prominent Gucci logos or Louis Vuitton monograms – to a desire for elegance communicated through subtler means. The pendulum has swung from overt branding to understated chic. As Robb Report noted, in contemporary social circles, “old money” style arguably carries more social cachet than any recognizable luxury logo.
Paradoxically, Robert Weiss of Robb Report observes this trend even in nightclub settings. “An ‘old money’ look will get you in much faster than, you know, a bunch of Balenciaga,” he states, referring to discerning door policies. “At one point in my life, if I showed up in my normal look, they would be like, ‘No way, nerd.’ Now, it works.” This anecdote underscores the shifting perceptions of style and status.
The cultural impact of HBO’s Succession cannot be ignored as a significant catalyst for the “old money” aesthetic’s resurgence. The show’s theme music, composed by Nicholas Britell, frequently soundtracks TikTok videos dedicated to this style, becoming almost synonymous with the trend. The Roy family, led by the formidable Logan Roy, epitomizes “quiet luxury” through their impeccably tailored, logo-free wardrobes. As previously explored in detail, Succession‘s fashion is characterized by subtle, tasteful clothing worn by characters of immense wealth.
Alt text: A still image from the TV show Succession, featuring Kendall Roy wearing a baseball cap and a neutral-toned jacket, embodying the understated “old money” style often seen in the series.
The global popularity of Succession has inevitably led to emulation. Viewers seek out affordable alternatives to Kendall Roy’s Loro Piana baseball caps or Shiv Roy’s Cartier Panthère watch. While appreciating Succession‘s cultural significance and style, it’s important to remember that adopting a personal style should ideally go beyond simply imitating fictional characters.
Ultimately, clothing serves as a form of communication. Whether one opts for bold logos or understated pieces, expensive or not, the message conveyed is often related to perceived wealth or status. The “old money” trend, despite its emphasis on subtlety, is no exception. By consciously adopting this aesthetic, individuals signal their awareness of and aspiration towards this particular ideal of affluence.
Personal experience reveals a more nuanced reality. Observing individuals across various wealth brackets suggests that a singular, universally recognized “old money aesthetic” simply doesn’t exist. Contrary to the curated image often presented, many affluent individuals don’t exclusively wear ultra-luxury brands like Brunello Cucinelli or Loro Piana in their daily lives. During college years, Polo Ralph Lauren stood as a pinnacle of aspirational dressing for students from wealthy backgrounds. While considered a significant American brand, Polo remains relatively accessible price-wise. Interactions with families of means revealed that while Hugo Boss suits and Ferragamo shoes might be chosen for formal occasions, off-duty attire often consisted of practical Nike workout wear, classic Levi’s jeans, and simple t-shirts. Outdoor brands like Patagonia, The North Face, and Marmot were also staples. Years later, these same individuals continue to incorporate Ralph Lauren into their wardrobes, alongside brands like Theory, Drakes, J.Crew, and even more contemporary labels like Sandro or All Saints.
Alt text: A collection of classic preppy clothing items, including a blue blazer, striped shirts, khaki pants, and loafers, representing the foundational pieces of the old money style.
Conversely, others who are equally wealthy embrace designer labels more overtly. They might favor a YSL handbag or a Gucci belt, even assemble outfits featuring head-to-toe designer pieces, complete with luxury accessories like Rolex watches.
On the other end of the spectrum, some of the wealthiest individuals adopt an incredibly minimalist approach to dressing. Unbranded t-shirts, blue jeans, and running sneakers constitute their everyday uniform. While this might evoke the image of Mark Zuckerberg in his signature grey t-shirts (which are, in fact, Brunello Cucinelli), the reality is often even more understated, involving truly inexpensive, generic basics.
This isn’t to dismiss the “old money aesthetic” entirely, but rather to challenge its perceived uniformity and exclusivity. The quiet luxury trend, in its pursuit of emulating the elite through wardrobe, overlooks the diverse realities of how wealthy individuals actually dress. There’s no codified dress code uniformly adopted by the world’s elite. Some favor understated, affordable clothing, while others confidently embrace designer logos. The “old money aesthetic” trend, therefore, functions more as a reaction against hypebeast culture and logomania, driven by a desire to project maturity, sophistication, and wealth, rather than reflecting an authentic, monolithic style of the truly wealthy.
A central tenet of the “old money aesthetic” is the idea that those with inherited wealth feel no need for ostentatious displays, secure in their status and preferring to maintain a low profile. This resonates with a desire to avoid attracting unwanted attention. This aspect of the trend – rejecting overt branding and embracing understated style – holds considerable appeal. Many find overt designer logos to be aesthetically unappealing and prefer not to broadcast their spending habits through their clothing.
Alt text: A fashionably dressed woman in a sophisticated, minimalist outfit, featuring a camel coat and tailored trousers, standing in a city street, exemplifying the understated elegance of the old money aesthetic.
The reality is that the majority cannot afford luxury brands like Brunello Cucinelli, Kiton, Loro Piana, or Berluti. While TikTok influencers may suggest replicating the look with fast-fashion alternatives from Abercrombie or Zara, those familiar with true luxury can likely discern the difference. Ultimately, confining oneself to a rigid aesthetic, even one as seemingly sophisticated as “old money fashion,” is limiting. Personal style should be about wearing clothes that inspire confidence and joy, regardless of external trends or perceived status signals. Personal style is inherently personal, so why strive to emulate a contrived image?
Appreciation for classic, well-made clothing, often associated with the “old money” aesthetic, is valid. Building a wardrobe around high-quality, timeless pieces is a sound approach to enduring style. Clothing that is worn and loved, acquiring a patina of time and experience, often exudes a greater sense of “old money” authenticity than brand-new, overtly expensive items. The issue with the “old money” trend lies in its detachment from the lived experiences of truly wealthy individuals and its reduction of a complex concept into a simplified, trend-driven aesthetic. It risks becoming another fleeting trend, destined to be replaced by the next fashionable wave. Ideally, fashion would move towards a more fluid and inclusive landscape, where individual style reigns supreme, and trends become less prescriptive. A world where personal expression through clothing transcends fleeting trends would be a truly stylish utopia.
Peace and Love.
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