The Old Money Aesthetic obsession isn't over yet, here's why

Why is everyone so obsessed with the 'Old Money' aesthetic?

Freshly-pressed linens. Polo shirts and tiny designer purses. Silk pyjama sets and fluffy robes. Crisp tennis whites and riding boots; Ralph Lauren sweaters slung over shoulders.

By now you've probably heard the term 'old money' circulating on TikTok, or perhaps its other cousins 'stealth wealth' or 'quiet luxury'. It's a fashion and lifestyle aesthetic that pedestals the idea of generational wealth – the kind of money that attracts logo-less designer garb and weekends spent in the Hamptons – and plays into the subtle codes of wealth. Placing a large emphasis on quality and craftsmanship, eschewing anything to of-the-moment, too bold, or too logo-emblazoned in favour of timeless neutrals. In a way, it's minimalist, but it's price tag certainly isn't – but that hasn't stopped a new generation of shoppers from pursuing the look in their homes and wardrobes.

Where did the 'Old Money' trend come from?

As with most trends, the internet – and more specifically with Gen Z, TikTok – is the culprit, as well as the popularity of shows like Succession, whose wealth whispers-approach to dressing characters like Shiv and Kendall gave fruit to an audience desperately searching where to find their own The Row dresses, Khaite boots and Maison Margiela plain white T-shirts.

Of course, Sofia Richie's lavish wedding in the French Riviera last year was another cultural touchpoint in the movement, and she's become one of the pioneering names associated with the trend – now herself a recently appointed ambassador for all-American designer Tommy Hilfiger.

But while the aesthetic might be taking on a new life right now, the pursuit of the 'old money' lifestyle is anything but novel. It's been the point of contention in novels and films for over a century (The Great Gatsby anyone?), and probably won't be disappearing any time soon – so long as aspiration content on the internet has us in a chokehold at least.

'Old Money' aesthetic inspiration

Where to shop the 'Old Money' trend

Staples of the ‘old money' aesthetic include linen shirts and polos, knitted vests, cardigans and sweaters, capri pants, boat shoes and tailored suiting. For those unable to afford the brands actually worn by the likes of Richie and other heiresses, second-hand sellers like Depop, Vestaire Collective and The RealReal are treasure troves of lightly used designer garments and accessories. And of course, there are plenty of more affordable brands recreating the styles.

For those in the tax bracket, there are plenty of brands to familiarise yourself with. The more inconspicuous, the better. Mary-Kate and Ashley Olsen's The Row is one of the aesthetic's vanguards, as is Matthieu Blazy's Bottega Veneta – both luxurious in price tag and craft, and both notably without much of a brand footprint (Bottega Veneta doesn't even have social media presence). The idea is that 'if you know you know'. A shopper with knowledge of these high-end brands will be able to spot an Andiamo bag from Bottega Veneta by its intrecciato weaving, or note the savoire-faire of The Row without the need to read its logo emblazoned on a tag.