The Old Money Hype: Is Quiet Luxury the Loudest Trend of All?

Quiet luxury and old money style, heralded as “luxury that doesn't show,” are a cultural phenomenon with more than 8 billion views on TikTok. But let’s be honest—this style isn't as discreet as it claims to be. The over-the-shoulder sweater, the striped shirt, linen pants, and meticulously styled hair are all loud markers of this aesthetic. It’s not about big logos, but it’s just as recognisable. So, let's delve into what's really driving this trend.

Romanticising Aristocracy

The resurgence of old money aesthetics romanticises aristocracy. But is that it? In a way, we could say it also promotes the implied concept of inherited wealth which has bigger economic and social implications.

According to a recent Forbes report, "all of the world’s billionaires younger than 30 inherited their wealth, marking the onset of a massive $5.2 trillion wealth transfer over the next two decades."

This concentration of inherited wealth can perpetuate social inequality, potentially impacting social mobility and equal opportunities. I'm not saying that just because we wear cardigans (like I do) we're advocating for inheritance. However, I believe that as we embrace these styles and trends, it's important to reflect on the deeper messages they might convey about wealth and privilege in our society.

The Battle of Elegance

Also, old money style is often touted as more elegant compared to the flashy new money aesthetic. This brings to my mind Pierre Bourdieu’s 'La Distinction,' where he discusses how the dominant class dictates what is considered chic and what is not. It’s about asserting a valid style over another, creating a new hierarchy of taste.

But here’s the twist—you don’t need to be rich to embrace this style. On TikTok, there are countless videos on how to find old money clothes on second-hand platforms like Vinted.

It strikes me how, in a way, this phenomenon allows anyone to adopt and redefine a narrative traditionally controlled by the elite.

And, in the same vein, we are starting witnessing satires on TikTok with the "Branchez-vous old money" parodies. Here, people from various backgrounds switch from their usual streetwear looks to a Ralph Lauren-inspired look. Satire and parody are great examples of using humour to expose clichés.

A Nod to quality and the Gentle Life

Despite my observations, there is a bright side to this trend. It might encourages people to value quality over quantity, pushing them towards better, sustainable fabrics available on second hand platforms. This shift away from fast fashion brands like Shein, which dominate younger demographics, is undeniably positive even though I'm conscious it is only an emerging dynamic.

Finally, I would argue the old money trend promotes savoir-vivre, advocating for civility and respect (granted that, of course, one doesn't have to be rich to have good manners. Good manners are not determined by wealth or social status). In a world that sometimes feels increasingly fragmented, anything that strengthens social cohesion and promotes "le vivre ensemble" is worth considering. So, while I might highlight the trend’s implications, I can't help but appreciate the underlying values it champions and how younger generations make this trend their own.

By embracing both the style and the substance, we might just find a way to blend the best of old and new—fashion with a conscience, and luxury with a soul.

And don't forget, rather it's old or new, style will always speak louder than money.

?

These words are only mine.

C.