The luxurious clothes of the rich are ignored


Reserved for insidersThe luxurious clothes of the rich are ignored

We forget fashion shows and fans of logo clothing and accessories! Discreet luxury is only for connoisseurs and known only to insiders. It is not unusual for a simple shirt to cost 2,000 euros.

Here, Mark Zuckerberg is wearing not just a gray shirt, but a custom-made fabric by Italian brand Brunello Cucinelli.

imago images/ZUMA Wire

There is an English saying: “Money talks, wealth whispers.” A word that applies wonderfully to the clothes of the world’s greatest riches. Indeed, rich people like Mark Zuckerberg do not have logos and brand names written in capital letters on their clothes.

These brands rule the game with modest luxury

No matter how hard we look, we won’t find large logos on these types of parts! Unlike brands like Brunello Cucinelli, Loro Piana or The Row that play the discreet luxury card to the fullest, we also forget the monograms of brands that are not in this league, like Louis Vuitton or Fendi. The latter are in common to present pieces that appear basic to the untrained eye. Moreover, their price suggests that they are worn by people with well-stocked bank accounts.

In recent years, brands dedicated to silent luxury have been particularly popular in the technology sector. We owe Brunello Cucinelli the famous Steve Jobs black turtleneck sweater and Mark Zuckerberg’s gray shirt, a custom-made piece that cost around 300 euros.

Why is discounted luxury so expensive?

For example, this hoodie from the Italian brand Brunello Cucinelli costs 930 euros. The fabric is in French terry (loop knit back), with no frills. Nothing more ordinary! So why is this hoodie so expensive?

This Brunello Cucinelli sweater costs €930.

This Brunello Cucinelli sweater costs €930.

Brunello Cucinelli

Its price is partially justified by the fact that all the pieces are created and manufactured in Italy. That’s why the company not only relies on the best cashmere wool, but also on fair working conditions: employees answering business emails outside of working hours is out of the question! Their salary is also 20% higher than the usual salary applicable in this sector. According to the magazine QGCucinelli employees are treated to a sumptuous multi-course meal, including wine, at 1:00 p.m. daily.

Loro Piana also operates in the luxury segment and sells pieces made from exclusive and sometimes rare materials, such as Vicuna wool. The vicuña is a mammal of the camel family, whose wool is finer than that of a cashmere goat. The animal can only be shorn once every three years, so Vicuna wool coats are rare and expensive. At Loro Piana, a cotton and vicuña blend shirt can be had for €2,230 and a jacket for €10,650.

A member of a secret club

In recent years, Mary Kate and Ashley Olsen’s The Row brand has become one of the leading brands in the fashion world. But even to buy jeans you have to pay at least 640 euros. The luxury label’s pieces feature a simple design that is highly visible in fashion circles for its effortless elegance. Over the years, the brand has garnered a loyal following of stars like Hailey Bieber, Kendall Jenner and Gigi Hadid.

We look in vain for the logo on the clothes of Mary Kate and Ashley Olsen. “Over the years, the designers, who are quite shy in front of the press, have given less and less interviews, which strengthens the privacy of the brand and allows the clothes to speak for themselves. “Wearing The Row clothes feels like being part of a secret club,” luxury fashion consultancy Robert Burke Associates writes on its blog.

Wearing pieces from The Row, Brunello Cucinelli or Loro Piana is a subtle signal to the outside world of your status and wealth. Online magazine Hypebae About the $800 pair of jeans from The Row, he writes: “Do jeans cost $800 to make? Of course not. But that’s what it takes to own Eglitta jeans from The Row.” The author of the text concludes: “It’s luxury. You’re paying for the fabric, the pattern, the cut, the finish, the promises of ethical production and, above all, the brand.”

It’s also a recurring theme in Charles Gross’s TikTok fashion videos. “Can you believe it was $3,500 from Loro Piana?” she asks. According to him, “the person wearing the shirt doesn’t care if you or I know its price.” On the other hand, “the people who recognize the shirt and know how much it costs are often in the same circles and therefore are in the mystery of the gods,” he adds. This is the problem.”

Did you know about the silent luxury phenomenon? What do you think?

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