What’s the hype with ‘Old Money Aesthetic’ ?
Photography: Getty Images, Ralph Lauren
Collage Credit: Gabe Conte
Wondering why looks from shows like Gossip Girl and Succession are back in the limelight across social media after a decade of airing? While Mean Girls and Britney-inspired Y2K style are also swarming the internet and have returned to the runway with a vengeance. On the opposite spectrum, there’s a seen surge in popularity for quiet luxury labels such as The Row and Jill Sander, and elevated high-fashion runways from heritage brands like Ferragamo and Hermes. Well, welcome to the diverse and ever-evolving fashion world, where micro-trends can swiftly morph into dominant style aesthetics or 'fashion cores', propelled by the omnipotent force of the internet's algorithms.
However, among the myriad of 'core' and 'aesthetic'- inspired content, the' Old Money Aesthetic' has emerged as a standout trend. With over 1.1 million Instagram posts and a staggering 2.5 billion views on TikTok, it is reintroducing heritage brands to Gen Z and reshaping the fashion landscape. Today, House of Forme will put on our fashion lenses and unveil the trend together.
Stylising the Unattainable
According to the Oxford Dictionary, the term ‘Old Money’ stands for “wealth that has been inherited rather than earned”. Dress Codes: How the Laws of Fashion Made History defines ‘Old Money Aesthetic’ as a reminiscence of mid-20th century East Coast elites' attire for prep schools or Ivy League campuses. Items that are classic, non-trend-based, and made to last. Retaining their timeless appeal and could be worn today or a century ago without looking out of place.
Take Ivy (1965)
Credit: Teruyoshi Hayashida
Gossip Girl (2009)
The allure of living an old-money lifestyle may seem out of reach, given that it requires being born into the right circumstances with the right family name, the looks though, are not. This is why the aesthetic has become so style-centric in the eyes of the younger generation. This idea centred on how wealth is displayed through clothing invoked strong emotions of contempt and approval. Consider major trends that have spread across social media recently, such as ‘Tennis-core’, the ‘Equestrienne’ trend, and the ‘Coastal Grandmother’; they all stem from the old money lifestyle. Even the shows we talk about — Succession, Gossip Girl, all shared the context of ‘Quiet Luxury’ and ‘Old Money Style’.
How to dress ‘Old Money’?
The concept of ‘Old Money Dressing’ revolves around projecting an understated sense of prestige. Think of yourself as a character from Succession. You don't have to dress overtly expensive because you embody a societal status that doesn't require displaying wealth through flashy logos and monograms. It's as if you're so affluent that even your simple white T-shirts come from Brunello Cucinelli, if that analogy helps.
Succession (2018)
Credit: HBO
From hairstyles to perfume to shoes, the internet has you covered on how to look 'Old Money' from head to toe. A staple ‘Old Money’ wardrobe includes crisp linens, soft-knitted sweaters, well-structured trench coats, and tailored pieces. Completed with a sleek hairstyle and subtly designed accessories. A sportier approach includes tennis skirts, golf caps, white sneakers, polo shirts, and argyle sweater vests.
But how do you achieve the 'Old Money' look without spending a fortune? For many young people, styling an entire outfit with designer pieces is out of the question. Instead, they have been turning to second-hand sellers to get their digs. Since the rise of #Oldmoney on Depop, an online resale platform, has seen a 70% increase in searches for 'collared shirts' and a 76% for 'trench coats' from heritage brands such as Ralph Lauren and Tommy Hilfiger. Princess Diana, Gossip Girl characters, vintage Ralph Lauren and J.Crew advertisements abound as style inspirations.
Vintage Ralph Lauren Ad
Credit: Ralph Lauren
Princess Diana, formerly Lady Diana Spencer (1994)
A ‘lasting’ trend
Hermes Spring 1999 Ready-to-Wear Show
Credit: Conde Nast Archive
Embracing the ‘Old-Money’ aesthetic is like embracing a timeless elegance that speaks for itself. It's the art of looking effortlessly expensive without making a loud statement. While some may consider it basic or traditional, one can create a statement with meticulously crafted garments that exude sophistication and stand the test of time. It may be a ‘trend’ per se, but it offers the chance to curate a wardrobe with enduring pieces that are meant to last. Opting for second-hand retailers helps break away from the cycle of fast fashion. The beauty of the aesthetic lies in curating a wardrobe with pieces that never lose their allure or fall victim to fleeting trends.
Create Your Strategic Momentum
While the 'Old Money' aesthetic has transitioned from a fleeting micro-trend to a significant style movement. This evolution involves celebrating the visual identity of heritage brands like Ralph Lauren, Hermes, and Brunello Cucinelli, which have been distinctively upheld for decades. In fact, many successful brands originating from niche subcultures have emerged and crafted their own unqiue visual persona that has permeated internet culture, such as Sandy Liang's 'Ballet Core' and ‘Barbiecore's Pink craze’. This is why carving out your own strategic niche and narrative for your brand is as essential as ever.
Similarly, at House of Forme, we believe in creating brands that are meant to last. We also have a firm belief that research is the key to developing any great design. From studying intricate micro-cultures and trends, our team of strategists distil research into unique opportunities. Opportunities that has helped numerous brand launch and grow over the years. If you are wondering how, subscribe below to receive exclusive insights into our realm of trends, culture, and design, or Schedule a free consultation to discover how our team of experts can help you create a narrative that your brand has unique authority to own, and perhaps one day, inspire the world.
