Quiet luxury

Quiet luxury is a lifestyle characterized by understated elegance and refined consumption, emphasizing exclusivity and discerning taste without overt displays of wealth.

[2][3][4] The quiet luxury aesthetic focuses on subtle sophistication through the use of muted colours and quality materials, and an emphasis on craftsmanship and timeless design, rather than flashy logos or ostentatious branding.

As power shifted away from monarchical and ecclesiastical institutions, wealthy elites adopted understated clothing, architecture, and interiors to differentiate themselves from ostentatious, courtly styles.

During this period, a related phenomenon known as the "Great Male Renunciation" saw men's fashion pivoting to somber suits and muted colors as a move away from the lace, powdered wigs, and flamboyant dress of the aristocracy.

[12] In the 1990s, designers like Donna Karan and Miuccia Prada popularized practical, streamlined clothing, which mirrored broader cultural shifts toward a more casual yet status-conscious uniform, especially among affluent professionals.

[15][16][17][18] The concepts of stealth wealth and old money style are typically linked to Savile Row tailoring and heritage luxury brands, including Purdey, John Lobb, Turnbull & Asser, Anderson & Sheppard, and Huntsman.

[19][20] These brands are characterized by their focus on the quality of materials and construction, a classic style designed to be timeless and resistant to fleeting trends, the absence of prominent logos, and exclusivity through premium pricing.