The allure of wealth has always captivated us, and with it, the distinctive styles that signify affluence. From the understated power dressing of the Roy family in Succession to the seemingly casual hoodies of tech billionaires, the fashion choices of the wealthy are constantly scrutinized and analyzed. Now, a new generation has turned its attention to a particular facet of affluent dressing, popularizing what is known as the “old money aesthetic” on social media.
Across platforms like Instagram and TikTok, images and videos showcasing this style are going viral. Think cable-knit sweaters elegantly draped over polo shirts, crisp oxford shirts, and classic navy blazers. Inspiration is drawn from figures like Carolyn Bessette-Kennedy and The Talented Mr. Ripley‘s Dickie Greenleaf, as well as iconic advertising campaigns from brands like Ralph Lauren and J.Crew. The hashtags #OldMoney and #OldMoneyAesthetic have collectively garnered millions of posts, demonstrating the immense interest in this refined look.
Zach Weiss, a writer and self-proclaimed practitioner of the old money aesthetic, observes this trend with interest. “It’s interesting to see younger generations fetishize these things,” he remarks. “At some point you think you discovered it, which I’m sure I did at that age.” Weiss recounts his own introduction to this style in high school tennis, seeking a more sophisticated alternative to the typical athletic wear. He found it in the refined tradition of tennis whites and Lacoste polos, elements that shaped his personal style. His commitment to this classic look is so distinctive that he even drew attention at the US Open, sporting a white blazer, striped shirt, and yellow tie – inadvertently overshadowing celebrities Timothée Chalamet and Kylie Jenner seated nearby.
Weiss, now in his thirties, finds it fascinating to see the style he embraced as a teenager re-emerge through the lens of Gen Z, packaged and shared as social media content. “This new generation seems really self-aware, and the old money look is like a character you can play,” he suggests, highlighting the performative aspect of adopting this aesthetic.
Richard Thompson Ford, a Stanford law professor and author of Dress Codes: How the Laws of Fashion Made History, offers a broader definition of the old money aesthetic. He describes it as a style that evokes the mid-20th century East Coast elite – the kind of clothing associated with prestigious prep schools and Ivy League universities. The hallmarks are classic, durable pieces that transcend fleeting trends. These are timeless garments that would appear equally appropriate today as they would a century ago. While this style might have been simply labeled “preppy” in past decades, Ford notes that the term has evolved for Gen Z, taking on new connotations and nuances. The essence of old money, therefore, lies in its enduring quality and subtle expression of established wealth, communicated through clothing choices that prioritize understated elegance over ostentatious displays.
