Old Money Aesthetic

Old Money is an aesthetic based around a wealthy, classic style. It refers to a sense of style that is associated with people who have inherited their wealth instead of working for it. In the United States, Old Money is associated with WASP (White Anglo-Saxon Protestant) culture, and in Europe, Old Money is associated with titles of nobility. The trend dreams of weekends sailing on the French Riviera, summers drinking champagne along the Italian coastline and Christmas holidays skiing in the Swiss Alps. As a look it works transpersonal from summer to winter. Staples of the ‘old money look’ include linens, polos and “quiet luxury” designer items, in addition to argyle vests, white sneakers, capris, quilted coats and tailored pieces.

The aesthetic is favored in TV and series and the recent “succession” hype is certainly fueling the look.  But this new digital obsession has had real-world implications. According to Business of Fashion, the luxury heritage group Ermenegildo Zegna Group is seeing double-digits, as well as hyper-luxury brands like Hermés, Loro Piana, Brioni, and Delvaux increasing market values thanks to this reinvigorated interest in timeless luxury items. For many young people however, those designer items are out of reach, so instead, they have been turning to second-hand sellers.