Fashion Industry Aims for Second Half Turnaround with 'Old Money Look'

Preference and Growing Demand for Premium Fabrics
LF and Shinsegae Strengthen Old Money Look Marketing
Expected to Continue as a Mid- to Long-Term Trend

Domestic fashion companies, which received disappointing results in the first half of the year, are aiming for a rebound in the second half by promoting the ‘Old Money Look,’ which features timeless designs and high-quality fabrics. The Old Money Look refers to a classic style that long-established wealthy upper-class or noble families would likely wear. It is characterized by using brand logos subtly or not at all, favoring calm colors over flashy ones, and employing luxurious materials.

LF 'Daks'

According to the fashion industry on the 9th, consumer preference and demand for premium fabrics such as tweed and cashmere have been rapidly increasing recently.

LF expanded the cashmere items of its summer season brand ‘Vince’ this summer, boosting related sales by 30%. LF recently showcased the fall/winter Old Money Look collection of ‘Daks,’ emphasizing luxurious fabrics and subdued colors, and plans to extend the trend into menswear as well.

Shinsegae International’s Italian brand ‘Brunello Cucinelli’ also recently presented a well-rounded portfolio including knitwear, jackets, pants, skirts, and sneakers in line with the Old Money Look trend. As a result, Brunello Cucinelli’s sales in the first half of this year increased by more than 15% compared to the same period last year.

Additionally, the French contemporary brand ‘Lemaire,’ operated by Samsung C&T Fashion Division, is also regarded as a representative brand of quiet luxury and the Old Money Look.

Shinsegae International 'Brunello Cucinelli'

The industry views the rise of the Old Money Look as stemming from boredom and fatigue with the styling of ‘New Money Look,’ which emphasizes logos and patterns favored by newly wealthy individuals. An LF official explained, "During the pandemic, conspicuous consumption led to a boom in products prominently featuring recognizable logos, but over time, the trend has shifted toward seeking ‘new logos’ on lesser-known luxury items or ‘logoless’ products where brand logos are not clearly visible."

A Musinsa official said, "Items focusing on materials, details, and silhouettes are expected to maintain steady popularity through the fall and winter seasons," adding, "As the domestic fashion market matures, rather than one mega trend dominating the market, various sub-trends will gain balanced popularity."