The Rise of ‘Old Money’ Fashion Brands

Editor at LUXONOMY™ Group

In recent years, the ‘Old Money’ aesthetic has experienced a resurgence in the fashion industry. Inspired by the classic elegance of European and American elites from the 20th and 21st centuries, this trend is characterized by timeless garments, high-quality materials, and a discreet style that evokes wealth without ostentation. Emerging brands like Lovau are capitalizing on this revival by reinterpreting classic fashion for a new generation of consumers seeking exclusivity and sophistication.

What is the ‘Old Money’ Style?

The term ‘Old Money’ refers to inherited wealth and families with a long tradition of economic prosperity, particularly in Europe and the United States. This lifestyle is reflected in fashion through elegant cuts, neutral colors, and noble materials such as cashmere, wool, and high-quality cotton. Unlike the flashy trends of ‘New Money’ or ‘Nouveau Riche,’ ‘Old Money’ is based on sobriety and discretion.

Some of the main characteristics of this trend include:

Neutral and pastel colors.
Impeccable tailoring.
High-quality materials.
Timeless wardrobe staples (pleated trousers, linen shirts, cashmere sweaters, well-structured blazers, leather loafers, etc.).
Discreet and elegant accessories, such as Swiss-made watches or minimalist jewelry.
Inspiration from the 1980s and 1990s, with references to brands like Ralph Lauren, Hermès, and Chanel.

Leading Brands in the ‘Old Money’ Trend

Some historic fashion houses have embraced this style from their inception, while new brands have emerged to reinvent the concept of discreet elegance. Below are some of the most influential:

1. Lovau

Lovau is one of the emerging brands that has successfully interpreted the ‘Old Money’ concept for today. Founded by Adolfo Verde, the brand draws inspiration from classic tailoring and the preppy fashion of the 1980s and 1990s. Its garments focus on simplicity but with undeniable quality in every detail.

2. Ralph Lauren

One of the leading exponents of ‘Old Money’ for decades, Ralph Lauren has managed to combine accessible luxury with exclusivity. Its ‘Polo Ralph Lauren’ line has become a preppy style benchmark, featuring blazers, knit sweaters, and Oxford shirts that evoke the attire of the American university elite.

3. Brunello Cucinelli

Known for its philosophy of ‘humanist capitalism,’ this Italian brand embodies the essence of modern ‘Old Money.’ Its garments, crafted from the finest materials, maintain a sophisticated aesthetic without being ostentatious, appealing to the most discerning luxury consumers.

4. Loro Piana

Part of the LVMH conglomerate, Loro Piana is synonymous with exclusivity and refinement. Its cashmere sweaters, wool coats, and high-end textiles epitomize discreet luxury.

5. Hermès

While Hermès is famous for its iconic Birkin and Kelly bags, the French house also offers a wide range of garments and accessories that represent the ‘Old Money’ aesthetic. Its silk line, including scarves and refined ties, remains a status symbol in luxury fashion.

6. Chanel

Chanel has maintained its status as timeless elegance since its founding. Its iconic tweed jacket, two-piece suits, and subtle accessories have been part of the ‘Old Money’ female uniform for decades.

Why is the ‘Old Money’ Trend on the Rise?

Several factors have contributed to the resurgence of this aesthetic:

Rejection of flashy luxury: In a world where social media has popularized excessive consumption, ‘Old Money’ fashion positions itself as a discreet and elegant alternative.
Influence of pop culture and social media: Figures like Sofia Richie and the series ‘Succession’ have fueled interest in this style among a new generation.
Sustainability and quality: Unlike fast fashion, ‘Old Money’ promotes investing in timeless, high-quality pieces that can last for decades.
Nostalgia for past decades: The aesthetics of the 80s and 90s have made a strong comeback, and many brands are leveraging this trend by reinterpreting their historical archives.

The rise of ‘Old Money’ brands reflects a shift in the perception of luxury and elegance in the modern world. While in past decades ostentatious luxury dominated the fashion industry, today, discretion, quality, and timelessness are more highly valued. Companies like Lovau are successfully capturing the essence of this style and adapting it to the demands of the modern consumer, ushering in a new era of discreet and refined luxury.