For years, “quiet luxury”—with its muted colours, understated elegance, and absence of overt logos—has reigned supreme as the ultimate status symbol.
But a shift is underway.
America’s billionaires and wealthy consumers are increasingly embracing a bolder, more expressive approach, signaling a potential dethroning of the long-dominant trend.
This year’s New York Fashion Week events offered a glimpse of this evolving landscape.
Attendees appeared to be breaking free from the constraints of “quiet luxury,” with bolder prints, luxurious fabrics, and even fur pieces spotted on and off the runway from top designers like Michael Kors, Coach, and Carolina Herrera.
This change in consumer tastes suggests a growing desire for individuality and a rejection of the uniform aesthetic that once defined wealth.
CEOs in the spotlight: the rise of the public-facing executive
This shift in consumer preferences mirrors a broader trend among America’s billionaires and corporate elite, who are increasingly stepping out of the shadows and into the limelight.
A prime example is this year’s presidential inauguration, where tech leaders like Mark Zuckerberg, Jeff Bezos, Elon Musk, and Tim Cook were not only in attendance but were also seated prominently in front of the incoming president’s chief staffers.
This level of visibility is unusual for titans of industry, suggesting a new willingness to engage with the public and embrace a more prominent role in the cultural conversation.
Even Lauren Sánchez, Jeff Bezos’ wife, made a statement, sporting a low cut pantsuit with a white bralette peeking out.
The evolution of the tech titan: from hoodie to high-flying persona
CEOs once led from behind the scenes, avoiding excessive attention for the sake of their companies.
However, that’s no longer the prevailing model.
Billionaires are increasingly embracing the desire for individuality and expression, particularly in fashion.
Tech CEOs, once known for their unassuming, hoodie-wearing image, have evolved into public-facing personalities.
Zuckerberg hosts livestreams to engage with online users, lobbies at the US capitol, and is frequently seen alongside MMA fighters.
Bezos lounges on his megayacht, solicits public input on casting choices for his studio’s films, and is photographed in edgier looks alongside his fashion-forward wife.
Musk, never one to shy away from the spotlight, has been seen towering above President Trump during press briefings, wielding a chainsaw at a conservative conference, and performing onstage at Dave Chappelle’s comedy show.
This stands in stark contrast to figures like Steve Jobs and Bill Gates.
While both were billionaires and pioneers in their respective industries, they rarely sought personal attention and primarily used their public appearances to promote their products.
Redefining luxury: expression over inconspicuousness
This shift reflects a broader change in corporate America and among the country’s wealthiest individuals.
As “quiet luxury” fades, bold expression is emerging as the new way for the rich to display status and assert individuality.
“The time has come, and the next generation of luxury consumers is here. That 18 to 34-year-old consumer group is constantly redefining luxury, because they are the primary buyers of it,” Chandler Mount, founder of Affluent Consumer Research Company, told Fortune.
They’re looking for more expression in what they’re wearing. They want people to learn something about them by what they wear.
The end of stealth wealth?
“Quiet luxury” initially gained traction as a reaction to flashy branding and fast fashion, becoming a “stealth” signifier of wealth.
But the pendulum appears to have swung in the opposite direction, with people now seeking to stand out.
As fashion photographer and writer Simbarashe Cha observed at this year’s New York Fashion Week, the tides of “quiet luxury” are turning.
In an era defined by individuality and self-expression, the wealthy are increasingly choosing to make a statement, opting for bold choices that reflect their unique personalities and values.
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