Quiet luxury, also called stealth wealth, is a way of dressing in costly but plain clothes with no visible logos: fine knits, perfect tailoring, unbranded caps. The message is money, whispered rather than announced, and aimed mostly at people rich enough to recognise it.
The look took off in 2023, helped along by the television drama Succession, whose costume designer Michelle Matland dressed the fictional Roy family in discreet suits, plain knits and logo-free baseball caps. Kendall Roy’s Loro Piana cashmere caps, reported to retail at 525 dollars, became an unlikely talking point, while in the show an oversized bag with an obvious designer check was mocked as far too capacious. Online searches for the phrase soared, and social media filled with cheaper versions in beige, grey and black. The irony was complete: a style built on not drawing attention became one of the most talked-about trends of the year.