Call it stealth wealth, or quiet luxury. For the rich and those who aspire, logo-free fashion with outsized price tags is having a moment -- at least among people who can spend in the face of higher inflation and a volatile economy.
It's a come-and-go trend that, while spiking in the pandemic's wake, traces its roots as far back as the American industrialists of the 19th-century Gilded Age and France in the 1700s. And retailers are taking note, as are more designers looking to capture not only the rich but their wannabes, too.
Costume designer Michelle Matland has created pricey yet stealth wardrobes unique to key characters as they have evolved, delighting fans who have followed her fashion breadcrumbs since the show's 2018 premiere. "It's incredibly accurate. Every time you look at it, it tells you exactly how rich you are," Shiv's outsider husband, Tom Wambsgans, tells Logan of the Patek Philippe he presents the billionaire early in "Succession."
Some are doing it while also staying true to customers living their spends out loud with flashy, recognizable silhouettes, fabrics, logos and bling. "To some degree, there is a fatigue now, along with uncertainty in the economy," he says. "People are feeling they don't want to show they have a lot of money necessarily."Companies from toothpaste makers to discounters are putting more premium items like $10 toothpastes and $90 creams on supermarket shelves. Some are looking for new ways to pump up sales and profits by focusing on premium items amid an overall sales slowdown.
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