Stealth Wealth: The Growing Appeal of Quiet Luxury Brands
By
Rithika Raghu
on
23rd April 2025
Quiet luxury is a fashion aesthetic that embodies understated sophistication and elegance.
It is characterised by a meticulous focus on high-quality materials, expert craftsmanship, and timeless design. Unlike trends that come and go, quiet luxury brands prioritise quality over quantity, creating pieces that are meant to last. Their designs are often minimalist, featuring logo-free clothing that avoids loud logos and flashy branding. This approach to fashion is driven by a desire for subtlety and refinement, appealing to those who appreciate the finer details and the art of subtle luxury. This trend aligns with the concept of stealth wealth, where discreet luxury is reflected through high-quality, well-crafted clothing rather than bold branding. In essence, quiet luxury is about making a statement through simplicity and refined elegance rather than overt displays of wealth or status.
Old Money Aesthetic vs. Nouveau Riche Trends
The old money aesthetic is a style characterised by restraint and refinement, often associated with traditional wealth and sophistication. It is marked by a preference for classic styles, timeless elegance, and understated luxury. In contrast, nouveau riche trends are often flashy and ostentatious, prioritising conspicuous consumption and loud branding over subtlety and refinement. Quiet luxury brands tend to align with the old-money aesthetic, prioritising understated elegance and timeless design over flashy logos and trendy pieces. This distinction highlights the difference between those who seek to display their wealth and those who appreciate the quiet power of refined elegance. Brands that offer accessible price points make this quiet luxury more attainable, allowing a broader audience to enjoy high-end fashion without exorbitant costs. To put it simply, it’s much like the saying— money screams, wealth whispers.
Growing Demand for Sustainable Fashion
The demand for sustainable fashion has grown significantly in recent years as consumers become increasingly aware of the environmental and social impact of the fashion industry. Quiet luxury brands have responded to this demand by prioritising sustainable practices, such as using recycled materials, reducing waste, and promoting timeless designs that minimise environmental impact. Additionally, quiet luxury brands often prioritise fair labour practices and fair trade, ensuring that their products are made with integrity and respect for the environment and the people involved in their production. This commitment to sustainability and ethical practices makes quiet luxury brands a preferred choice for those who value both style and responsibility.
The Appeal of Quiet Luxury
Quiet luxury has a unique appeal that sets it apart from other fashion trends. Some of the reasons why quiet luxury is gaining popularity include:
Understated Elegance: In a world where loud and flashy often dominate, quiet luxury offers a refreshing alternative. Its focus on understated elegance and sophistication appeals to those who appreciate subtlety and refinement.
Quality and Craftsmanship: Consumers are increasingly valuing quality over quantity. Quiet luxury brands prioritize expert craftsmanship and high-quality materials, creating pieces that are built to last.
Sustainability and Social Responsibility: With a growing awareness of the environmental and social impact of fashion, many consumers are seeking out brands that prioritize sustainability. Quiet luxury brands often lead the way in using recycled materials and ethical production practices.
Timeless Pieces: Rather than chasing fleeting trends, quiet luxury focuses on timeless pieces that can be worn for years. This approach not only offers better value but also aligns with a desire for a more sustainable wardrobe.
Exclusivity and Refinement: Quiet luxury brands are often less well-known than mainstream fashion brands, adding a sense of exclusivity and refinement. This discreet approach to luxury appeals to those who prefer to make a statement through quality and elegance rather than bold branding.
In essence, the appeal of quiet luxury lies in its ability to offer a sophisticated, responsible, and timeless approach to fashion, resonating with those who value quality and elegance above all else.
Best Quiet Luxury Brands to look out for:
Brunello Cucinelli
Eponymous with its craftsman, Brunello Cucinelli, this brand is the sheer definition of quiet luxury. Distinctly known as the “king of cashmere”, Cucinelli brings his magical touch to his exquisitely crafted cashmere knitwear, sophisticated tailoring, and understated yet luxurious aesthetic that feel as good as they look. But what really sets it apart is its philosophy—fashion with a purpose. Cucinelli believes in “humanistic capitalism,” ensuring fair wages, ethical production, and a commitment to Italian craftsmanship. Every piece exudes quiet luxury, blending comfort, sophistication, and classic styles with a deep respect for tradition. It’s more than just fashion—it’s a lifestyle rooted in quality, integrity, and timeless elegance.
Loro Piana is one of the favourite brands known for understated luxury and timeless elegance, which has made it a fan-favourite among many A-listers—from Sebastian Stan to Gwenyth Paltrow. Founded in 1924 in Italy, the brand is known for its incredible attention to detail and use of the finest natural fibres, like the softest cashmere and rare vicuña. It’s a brand that values quality over trends, creating pieces that are made to last, not just in style but in comfort, too. Whether it’s a cosy sweater or a beautifully crafted coat, Loro Piana offers timeless pieces that feel like a second skin—luxurious, effortless, and always with you.
Khaite, founded in 2016 by Catherine Holstein, has become the go-to brand for effortlessly chic and luxurious everyday wear, known for its beautifully crafted cashmere, denim, and statement pieces. The brand’s name, inspired by Holstein’s nickname “Cate” and the Greek word for “flowing hair,” perfectly captures the feminine and fluid essence of its designs. Khaite’s rise to fame was truly sparked when Katie Holmes wore a Khaite co-ord back in 2019, and since then, the brand has become a favourite among fashion lovers everywhere. Today, Khaite continues to push boundaries with bold designs that mix elegance with a touch of risk, bringing fresh, daring energy to the world of luxury fashion. The brand embodies the old-money aesthetic, emphasising understated elegance, timeless appeal, and high-quality materials.
It seems that everyone who’s anyone has fallen for the likes of Gabriela Hearst’s clothes, coveted for its classic knitwear, suiting, and opulent accessories. Spearheaded by Uruguayan designer Gabriela Hearst, this brand has become synonymous with quiet but sustainable luxury with its ethically sourced fabrications, recycled materials, and eco-friendly production practices. Whether it’s a beautifully tailored jacket or a simple yet elegant dress, her designs focus on longevity—both in terms of style and environmental impact. For those who want to invest in something truly special, Gabriela Hearst feels like the perfect balance of sophistication and responsibility.
Launched in 2006 by actresses and sisters Mary-Kate and Ashley Olsen, what set The Row apart was its emphasis on logo-free clothing, avoiding flashy logos or monograms. Instead, The Row focused on impeccable craftsmanship, high-quality materials, and timeless silhouettes, establishing itself as a quiet luxury brand. It’s not about loud logos or fleeting trends—The Row is for those who appreciate the quiet power of a perfectly draped coat, the buttery feel of fine leather, and the kind of effortless elegance that never goes out of style.
With Scandi Style trending, many brands from the Scandinavian regions have established itself as trend leaders. Based out of Sweden, Toteme was founded in 2014 by Elin Kling and Karl Lindman, and is known for its minimal, chic aesthetic and timeless wardrobe essentials. Think perfectly tailored coats, easy yet elevated basics, and that instantly recognisable monogram scarf. No loud logos, no fuss, just beautifully made essentials that whisper, rather than shout, sophistication.
TOVE is the kind of brand that makes effortless dressing look, well, effortless. Launched in 2019 by Camille Perry and Holly Wright, the London-based label has built a loyal following thanks to its beautifully simple yet ultra-chic designs. Think flowing silk dresses, perfectly tailored separates, and pieces that feel as good as they look. With a focus on timeless style rather than fleeting trends, TOVE is all about quiet luxury—elegance without the fuss.
Max Mara is the epitome of effortless elegance. Known for its beautifully tailored coats—especially the iconic camel coat—the brand has been a staple in sophisticated wardrobes since 1951. Founded by Achille Maramotti, Max Mara blends classic Italian craftsmanship with modern simplicity, creating pieces that feel timeless yet relevant. It’s all about understated luxury—quality fabrics, clean lines, and designs that make you look polished without trying too hard. Whether it’s a perfectly cut coat or an effortlessly chic suit, Max Mara is the brand that makes getting dressed feel like second nature.
Lafayette 148 is a brand that understands the power of quiet luxury. Founded in New York’s SoHo district, it has built its reputation on precision tailoring, premium fabrics, and an effortless sophistication that doesn’t need to shout to be noticed. Designed for women who appreciate refinement without excess, the brand’s collections blend modern minimalism with timeless craftsmanship. From impeccably structured blazers to fluid silk dresses, Lafayette 148 creates pieces that are as versatile as they are elegant—designed to move with the woman who wears them.
Jil Sander is a fashion brand that has built a reputation for its sleek, minimalist approach to luxury. Founded by German designer Jil Sander in 1968, the brand quickly became known for its clean lines, exceptional tailoring, and timeless designs. Often referred to as the "Queen of Less," Sander created an aesthetic that focused on simplicity and quiet elegance, offering an alternative to the bold, extravagant styles that dominated the fashion scene. Today, Jil Sander continues to be celebrated for its sophisticated, understated pieces that have a lasting appeal, capturing the hearts of those who value refined, effortless style.
Ninety Percent is a brand that really stands out for its heart and values. With a strong focus on sustainability, they do things differently by sharing 90% of their profits with their workers, charities, and causes that make a real difference. Their clean, minimalist designs, paired with high-quality materials, have earned them a loyal following of conscious shoppers who want to look good and feel good about where their clothes come from. It’s a brand that’s all about doing better for the planet, the people, and the world at large.
Known for its beautifully crafted leather shoes, clothing, and accessories, the brand effortlessly combines style and comfort. What makes St. Agni so special is its focus on creating high-quality, versatile pieces that stand the test of time. Each item is thoughtfully designed with eco-friendly materials and ethical production practices, making it a favourite among those who value both fashion and sustainability. It’s the perfect balance of modern elegance and conscious luxury.
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