In recent years, there has been a shift in fashion and lifestyle trends. The flashy, “new money” aesthetic popularized by the Kardashians is starting to give way to a more understated, old money aesthetic. Most recently, this shift has been embodied by influencers such as Sofia Richie Grainge, with millions of followers commenting on her style and trying to recreate it.
The allure of these timeless styles, with high-quality materials, more modest yet elegant, has captivated the hearts of young individuals. But the question remains: why is this trend so popular?
What is the Old Money Aesthetics?
Old money aesthetics is a term used to describe a style characterized by understated elegance and sophistication. As the name states, it’s heavily inspired by the wardrobe of the wealthy. But the trend is more than just about wearing expensive clothes. What is at the core of this trend is not so much looking expensive but rather elegant, sophisticated and put together without appearing arrogant. No logos, no big shiny brands.
‘Old money’, ‘stealth wealth’ or ‘quiet luxury’, while these terms might carry some minor differences, in the end, it’s the same style: nonchalantly elegant, minimalism, and absolutely no “ludicrously capacious bag” (if you know, you know). This is the exact opposite of the past decade, saturated by the Kardashian and rapper style, where to motto was the more, the better in terms of logo and the less, the better in terms of length (or skin coverage).
Regarding brands, think of Loro Piana, Brunello Cuccinelli, and The Row. In terms of celebrity, think of Gwyneth Paltrow’s trial wardrobe, Rosie Huntington-Whiteley’s perfectly tailored jackets, Shiv Roy in Succession and her ‘quiet power’ elegant closet or, more recently, Sofia Richie.
But is this trend so popular with the younger generation?
The Kardashians epitomized the new money trend characterized by opulence, excess, and relentless pursuit of material wealth. But as the interest in the family declined, so did interest in the trend. As time went on, public perception shifted.
Escape from Fast Fashion Culture
Keeping up with the constantly fast-changing trends is quite a task. Fast fashion has inundated the market with cheap disposable clothing that represents the current but would be completely outdated in a few months. Instead, the old-money aesthetics offers a more sustainable and timeless approach to fashion. The emphasis on quality, timelessness and investment pieces allows us to move away from the constant need for newness and instead focus on building a curated wardrobe that stands the test of time. These pieces always stay in fashion and will last a long time. I’ve inherited coats, jackets, dresses, and shirts from my mother and grandmother. Good quality never disappoints, and while it might more expensive to invest in that pure wool coat, that coat lasted over 40 years.
The old money aesthetics celebrates a more intentional and sustainable approach to fashion, aligning with the values of the environmentally-conscious youth. Moreover, your wallet will thank you. While some of these pieces are worth the investment, you do no need to spend $30,000 on a Loro Piana wool coat. Go for quality rather than brand, and for a couple of hundred of dollars, you can buy a coat that will last decades. Not a bad deal, after all.
Appreciation for History and Heritage: A Nostalgia for Tradition
In a world that feels more unstable than ever, the certainties of parents and grandparents growing up are gone. A time when jobs were plentiful and, if you didn’t like yours…no worries! Just resign, and you will easily find another one. Want to buy a house? What about that summer house? Quite different from the present times. Equipped with a degree that is not assuring you a job, you float from position to position, hoping to reach some stability in your professional life while, at the same time, being incapable of saving any money since most of your income goes into paying an obscene amount of money for a cockroach-infested shoe box. Did I miss something?
In a world deprived of stability and certainties, you need to feel grounded. As ridiculous as it may sound, there is a psychological component to dressing in a way that makes you connected to something bigger, rooted in tradition and heritage. The old money trend celebrates artistry, craftsmanship—often passed down from generation to generation—and customs (demands for etiquette classes and good manners have increased in the past few years).
As mentioned above, the old money aesthetics emphasize longevity and heirloom pieces, contrasting the disposable and fast-fashion culture often linked to the new money trend.
Timeless Sophistication
Old money aesthetics are synonymous with elegance, sophistication, and refined taste. By embracing the traditions and styles of the past, they create a sense of timelessness that transcends fleeting trends. Old money aesthetics offer a way to stand out in a world where everything is instantly accessible and provide a unique expression of personal style that sets them apart from the crowd.
Status and Social Significance
Old money aesthetics have long been associated with privilege and social standing. By embracing these aesthetics, the new generation seeks to convey a sense of sophistication and refinement. The timeless charm and exclusivity associated with the old money aesthetics elevate one’s social status, transcending the materialistic pursuit of instant gratification that defines the digital age. It is not merely about material wealth but rather the cultivation of a refined taste, appreciation for quality, and a desire to stand out in a world that increasingly values the fleeting and disposable.
While the new generation navigates a rapidly changing world, the captivation with old money aesthetics provides a sense of connection, elegance, and a departure from the instant gratification of the digital age. A deep appreciation for quality rather than quantity leads to more conscious buying choices, offering both a stylish and sustainable trend. And the style is timeless, so you’ll always stay in fashion and always look your best.
The Modern Woman 