There was a time when we all thought that quiet luxury was done. Finished. Buried six feet deep with the rest of 2023’s trends. A few years ago, thanks to Succession, Gwyneth Paltrow, and Sofia Richie’s wedding, stealth wealth was absolutely everywhere. Suddenly, everyone wanted to dress like they owned a vineyard out in Tuscany. Then fashion did what fashion always does. Logos crept back in, louder colours returned, and the menswear convo shifted towards beaten-up sneakers, football shirts, and anything that looked like it’d been dug out of a charity shop.
But quiet luxury never really disappeared. It just went, well… quiet. And thanks to FX’s Love Story, it’s having another moment, reminding everyone why it was so good in the first place.
“Whether you’re a start-up label or heritage fashion house, everyone wants a piece of the quiet luxury pie,” says Mark Bage, managing director of luxury sneaker discovery platform Sneak in Peace. “These days, we’re seeing an increased focus on understated, minimal designs, and tonal colour palettes. It’s all very chic, and very sophisticated.”
So these are the best quiet luxury brands worth knowing. And we’ve also thrown in some budget-friendly options, so you can get that billionaire look without the billionaire bank.
What’s in British GQ’s best quiet luxury brands guide…