[Youth Report] The 'Logo-Free Luxury' Known Only to Insiders: The Trend is 'Old Money Look'...

'Old Money Look' That Doesn't Show Off Gains Popularity
Avoiding Large Brand Logos and Flashy Colors

Editor's NoteHow is your youth remembered? From teenagers to college students and office workers, we bring you the joys and sorrows, worries and laughter unique to 'youth.'

With the arrival of full-fledged autumn, the simple yet restrained style of the 'Old Money Look' is gaining attention among young people. The Old Money Look avoids flashy brand logos and bright colors. Instead, it pursues luxurious materials and simple designs, characterized by a subtle elegance. Accordingly, the Old Money Look is also known as the so-called 'Geumsujeo Look,' recognized only by those in the know.

Popularity of 'Quiet' Luxury Without Logos↑

Actor Gwyneth Paltrow appearing at court for a trial. [Image source=AP Yonhap News]

The Old Money Look became a hot topic largely due to Hollywood actress Gwyneth Paltrow's court appearance earlier this year. Paltrow was sued in a civil case after a skiing accident involving a man in his 70s in 2016 and appeared in district court last March. However, what drew more attention than the trial outcome was her courtroom fashion.

At the trial, Paltrow showcased a coat and bag with simple designs that showed no logos. She wore luxury brands such as Prada and Celine, but since the logos were not visible, only those interested in luxury brands could recognize that Paltrow was wearing high-end items.

Regarding this, the American newsweekly Time focused on the trend of logo-free 'Stealth Luxury.' Luxury consultant Robert Burke said in an interview with Time, "The key is knowing (the brand of the product). Someone knows exactly what they are wearing. Among them, that is important."

The Old Money Look can be seen as an extension of the Stealth Luxury trend. Stealth Luxury is characterized by the absence of visible trademarks, so one cannot tell the brand until inspecting the garment lining or opening the bag. Instead of widely recognizable brand logos, people express their own value by wearing high-quality materials such as silk or cashmere.

'New Money Look' Declines, 'Old Money Look' Rises... Characterized by Luxurious Materials

[Image source=Yonhap News]

Until a few years ago, the 'flex culture' showcasing success spread mainly among American hip-hop artists, and the New Money Look was popular. At that time, fashion that flaunted wealth by deliberately wearing luxury goods with large logos, thick gold chains, and gold rings was dominant.

However, after COVID-19, economic uncertainty increased, leading to growing backlash against flex culture. Especially those tired of 'logo play' emphasizing brand logos chose the Old Money Look over the New Money Look.

The popularity of the Old Money Look can also be easily confirmed on social media. On Instagram, posts with the keyword 'Oldmoney' exceed 630,000, and related posts are appearing on various platforms such as TikTok and YouTube.

However, domestic consumers often look for Old Money items from emerging designers' brands rather than simply purchasing products from luxury brands.

Designer brands are fashion brands created by designers under their own names, and despite having quality comparable to department store brands, they lack flashy logos, fitting well with the Old Money Look trend. In fact, on the fashion platform 'W Concept,' which handles designer brands, sales of Old Money Look-related products increased by 25% in July compared to the same month last year.

Analysis Linking Old Money Look to Economic Recession

Some analysts suggest that the popularity of the Old Money Look is related to the economic recession. As economic uncertainty increased after the COVID-19 pandemic, rather than being swayed by new trends, classic style items that can be worn for a long time after purchase have gained attention.

There is also an opinion that the rich have become less overt in displaying their wealth due to the widening wealth gap caused by COVID-19. Luxury consultant Robert Burke diagnosed that during the pandemic, young buyers chased luxury goods with large logos due to stimulus measures and abundant liquidity, but now they are feeling fatigued by that.

In an interview with Time, Burke explained, "Currently, along with economic uncertainty, there is a certain level of fatigue. People do not feel the need to show off that they have money."