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There is an idiom: “Coins are louder than paper money”, meaning that the more valuable things are, the more humble they are. This idiom is true in the case of “Quiet luxury” – luxury that exudes quietly. Quite luxury (quiet wealth) is one of the “peak luxury” lifestyles accepted today.
Recently, quite luxury (quiet wealth) is one of the most talked about lifestyles. This lifestyle implies that the super rich always avoid going to famous brands and flaunting expensive goods. Instead, they choose to buy minimalist, sophisticated but discreet products and vehicles.
This comes from the psychology of “Money talks, wealth whispers” (People with a lot of money like to show off, rich people really like everything discreet). To put it more simply, the quite luxury lifestyle has become a trend because the super rich do not need to “flex” with the world about how rich they are.
According to a data analysis report from Google Data of the Karen Millen brand: During the past year, searches for the phrase “old-money style” increased dramatically by 568%; The phrases “quiet luxury” or “stealth wealth” also had searches increase by 373% and 334% in just the first 3 months of 2023. On the Tiktok platform, “old money style” reached 25,000 average searches month (same period last year, this phrase only had 3,400 average monthly searches). These impressive numbers in a short period of time all lead to the same conclusion: “old-money style” or “quiet luxury” or “stealth wealth” are the most popular fashion trends today.
Quite Luxury – If you know, you know
When talking about the super rich, most people immediately think of people who own huge amounts of assets. They travel by private plane, live in large mansions and apartments Penthouse with luxurious interior and is always covered in designer clothes and spends money without thinking. However, in reality, that is just a small slice of the people who hold most of the world’s wealth.
Colleen Morris-Glennon, costume designer for Industry – a film depicting the lives of the upper class, once shared with the magazine Vogue: “The richer someone is, the harder it is to be spotted in a crowd. The last person you think of is definitely a billionaire.”
Of course, quite luxury is not limited only to fashion but also to many other aspects of life. Even like houses, in addition to investing to own a home; Rich people also invest in many expensive pieces of furniture and only those who have experienced them know their value.
More specifically, instead of spending large sums of money on items from famous brands, the super-rich pay more attention to applicability, quality composition and ensuring product suitability. They also rarely share information about vacations, luxury apartment locations, or show off their status on social networks because they want to ensure privacy. On the other hand, many people do not spend money on super cars or expensive clothes with logos because they do not want to consider assets as personal property, but only see themselves as “custodians of them”.
Instead of spending money on wealth that is easily detected, they focus on long-term financial goals such as investing, saving and building sustainable wealth to ensure future security. Not only are they afraid to show off their wealth, the super-rich also always want to convey ideas about how to use money wisely to their descendants. Fearing that their children will rely on millions of dollars in inheritance, these parents often talk clearly about how to save money, use pensions or spend wisely when their children are only 8 or 9 years old.
Whether they have high or low wealth, everyone can apply the principles of quite luxury to achieve financial sustainability. This comes from quite luxury’s philosophy: You are not hiding money but are aware of the potential danger of revealing assets.
When someone knows you have a lot of money, you can become a target of criminals, robbers or take out loans without knowing when you will be paid back. On the other hand, wealth can also change the way people react when they know you have income fluctuations.
