The Best Quiet Luxury Brands: 37 Stealth Wealth Labels

Quick Guide: Best Quiet Luxury Brands

Introduction to Quiet Luxury

Having covered luxury fashion for our readers for over a decade, I’ve watched the quiet luxury movement evolve from an insider secret to a mainstream phenomenon – largely thanks to HBO’s Succession. What I find fascinating is that quiet luxury isn’t new; it’s how genuinely wealthy people have always dressed. They simply didn’t tell you about it.

I’ve personally visited Loro Piana’s flagship stores, touched Brunello Cucinelli’s legendary cashmere, and observed how The Row’s price tags make even seasoned luxury shoppers pause. These brands share a philosophy: quality so exceptional it needs no logo, design so refined it whispers rather than shouts, and pricing that reflects true craftsmanship rather than marketing budgets.

In this guide, I’m sharing the top quiet luxury brands across every price point, from accessible entry-level labels to the ultra-luxury houses that define stealth wealth. These aren’t generic recommendations, these are brands I’ve personally researched, worn, or extensively analyzed through my luxury fashion coverage.

Updated February 2026 with the latest quiet luxury brands, current prices, and where to buy.

What Is Quiet Luxury? (The Stealth Wealth Aesthetic)

Quiet luxury – also called stealth wealth or old money style – is an approach to luxury fashion that prioritizes quality, craftsmanship, and timeless design over visible branding. Unlike traditional luxury brands that prominently display logos, quiet luxury brands focus on superior materials, impeccable construction, and understated elegance.

Key Characteristics of Quiet Luxury:

✅ No visible logos – No monograms, no brand names, no status symbols
✅ Exceptional quality – Supreme fabrics (vicuña, cashmere, silk)
✅ Timeless design – Won’t look dated in 10 years
✅ Superior craftsmanship – Hand-stitching, attention to detail
✅ Minimal aesthetic – Clean lines, neutral colors
✅ Investment pieces – High price justified by longevity
✅ Insider knowledge – Only those “in the know” recognize the brand

Why Quiet Luxury Is Trending:

The quiet luxury movement exploded in 2023-2024, driven by:

• HBO’s Succession – Kendall Roy’s Loro Piana caps became iconic
• Anti-logo backlash – Fatigue with visible branding and logomania
• Economic uncertainty – Wealthy people avoiding ostentatious displays
• Sustainability focus – Buy less, buy better, keep forever
• Gen Z interest – Younger wealthy consumers prefer understated style

My perspective: Quiet luxury represents a return to what luxury always meant – exceptional quality and craftsmanship, not just brand recognition.

Most Upscale Quiet Luxury Brands

These are the pinnacle of quiet luxury – brands where a simple cashmere sweater costs $2,000+ and every piece is an investment.

1. Loro Piana (The Quiet Luxury King)

💰 Price Range: $1,000-15,000+ 📍 Founded: 1924, Italy 🎯 Known For: Vicuña, cashmere, “stealth wealth uniform” 🛍️ Where to Buy: Loro Piana boutiques, Net-a-Porter, SSENSE

What makes it quiet luxury: Loro Piana is THE quiet luxury brand – no logos, just the world’s finest fabrics. Their signature baseball caps ($450-800) became famous through Succession, but their real luxury lies in materials: vicuña (the world’s rarest fiber at $3,000-5,000 per yard), baby cashmere, and lotus flower fiber.

Best investment pieces:

• Cashmere sweaters ($1,200-2,500)
• Vicuña coats ($20,000-50,000)
• Summer Walk loafers ($695)
• Baseball caps ($450-800)

Personal insight: I visited Loro Piana’s Milan flagship and felt their vicuña fabric – it’s astonishingly soft, almost impossibly so. The price suddenly made sense.

Celebrity fans: Kendall Roy (Succession), Mark Zuckerberg, Gwyneth Paltrow

2. Hermès (The Ultimate Quiet Luxury)

💰 Price Range: $500-100,000+ 📍 Founded: 1837, France 🎯 Known For: Birkin bags, silk scarves, leather goods 🛍️ Where to Buy: Hermès boutiques (limited availability)

What makes it quiet luxury: Hermès is paradoxical – extremely expensive yet subtle. A $15,000 Birkin has no visible logo (just a small stamped “H”). The luxury is in knowing, not showing.

Best quiet luxury pieces:

• Oran sandals ($720-850) – No visible branding
• Silk scarves ($450-700)
• Constance bag ($9,000-12,000)
• Kelly bag ($10,000-50,000)

Personal note: The Hermès shopping experience itself is quiet luxury – no pressure, no logos everywhere, just exceptional service.

Read more: Most Expensive Clothing Brands in the World

3. Brunello Cucinelli (The King of Cashmere)

💰 Price Range: $800-12,000+ 📍 Founded: 1978, Italy (Solomeo) 🎯 Known For: Cashmere, “humanistic capitalism,” neutral colors 🛍️ Where to Buy: Brunello Cucinelli boutiques, Mr Porter, Bergdorf Goodman

What makes it quiet luxury: Cucinelli built an entire village (Solomeo, Italy) around producing the world’s finest cashmere. No logos, just exceptional quality and a philosophy of “gracious living.” Every piece is made in Solomeo with extraordinary attention to detail.

Best investment pieces:

• Cashmere sweaters ($1,500-3,500)
• Suede sneakers ($895-1,200)
• Cashmere coats ($5,000-10,000)
• Cotton shirts ($695-950)

Price justification: Hand-finished cashmere, natural dyes, made in Italy with workers receiving above-market wages.

Our observation: Cucinelli’s beige and gray cashmere has become the unofficial uniform of Silicon Valley billionaires.

Celebrity fans: Jeff Bezos, tech executives, European aristocracy

4. Kiton (Neapolitan Tailoring Excellence)

💰 Price Range: $2,000-20,000+ 📍 Founded: 1968, Naples, Italy 🎯 Known For: Bespoke-quality ready-to-wear, hand-stitching 🛍️ Where to Buy: Kiton boutiques, exclusive retailers

What makes it quiet luxury: Kiton suits require 25 hours of hand-stitching by master tailors. No logos visible – the luxury is entirely in the construction and fit. They use the world’s finest fabrics (Super 200s wool) and traditional Neapolitan tailoring techniques.

Best for: Men who appreciate traditional tailoring Investment piece: K-50 suit ($8,000-10,000)

Industry secret: Many ultra-wealthy men own Kiton suits but never mention the brand – that’s the point.

5. Zegna (Italian Menswear Heritage)

💰 Price Range: $600-8,000 📍 Founded: 1910, Italy 🎯 Known For: Wool fabrics, Italian tailoring, minimal branding 🛍️ Where to Buy: Zegna stores, Mr Porter, Nordstrom

What makes it quiet luxury: Zegna (formerly Ermenegildo Zegna) owns its own textile mill and sheep farms. The luxury is in the fabric – superfine Australian merino wool. While not entirely logo-free, branding is minimal and sophisticated.

Best investment pieces:

• Wool suits ($2,500-5,000)
• Cashmere sweaters ($895-1,500)
• Triple Stitch sneakers ($495-695)

Personal note: Their Oasi Cashmere collection is sourced from Inner Mongolia and rivals Cucinelli in softness.

6. Charvet (Since 1838)

💰 Price Range: $300-3,000 📍 Founded: 1838, Paris 🎯 Known For: Custom shirts, silk ties, Parisian elegance 🛍️ Where to Buy: Charvet Paris flagship, select retailers

What makes it quiet luxury: The world’s oldest shirtmaker. They’ve dressed everyone from JFK to King Charles III, but you’ll never see a logo. Each shirt is made-to-measure with mother-of-pearl buttons and hand-stitching.

Investment piece: Made-to-measure shirt ($600-1,200)

Old money secret: A Charvet shirt is recognized by the unique collar roll and button placement, not branding.

Best Mid-Range Quiet Luxury Brands

Premium quality with quieter price tags ($500-2,000 range):

7. The Row (Olsen Twins Minimalism)

💰 Price Range: $500-8,000 📍 Founded: 2006, USA 🎯 Known For: Extreme minimalism, perfect tailoring, $1,000 t-shirts 🛍️ Where to Buy: The Row boutiques, Net-a-Porter, Bergdorf Goodman

What makes it quiet luxury: Mary-Kate and Ashley Olsen created The Row as the ultimate minimalist brand. Zero logos, zero embellishment, just perfect proportions and luxurious fabrics. A white t-shirt costs $1,000+ – and people buy it.

Best investment pieces:

• Margaux bag ($4,500-7,000) – The quiet luxury handbag
• Cashmere sweaters ($1,500-2,500)
• Tailored coats ($3,500-6,000)
• Silk shirts ($1,200-1,800)

I like The Row’s Marlo bag – the leather quality justifies the price if you’re committed to minimal luxury.

Celebrity fans: Jennifer Aniston, Angelina Jolie, Sofia Richie Grainge

Read more about American luxury brands.

8. Max Mara (Italian Coat Masters)

💰 Price Range: $800-3,500 📍 Founded: 1951, Italy 🎯 Known For: Camel coats, Italian tailoring, timeless elegance 🛍️ Where to Buy: Max Mara stores, Net-a-Porter, Nordstrom

What makes it quiet luxury: Max Mara’s 101801 camel coat is arguably the most iconic quiet luxury piece ever made. No logos, just impeccable Italian tailoring and luxurious camel hair. One coat lasts 20+ years.

Best investment pieces:

• 101801 camel coat ($2,500-3,000)
• Cashmere coats ($2,000-3,500)
• Tailored blazers ($1,200-1,800)

Industry insight: Fashion insiders can spot a Max Mara coat from across the street – not by logos, but by the perfect drape and cut.

Celebrity fans: Meghan Markle, Amal Clooney (courthouse style icon)

9. Jil Sander (German Minimalism)

💰 Price Range: $500-3,000 📍 Founded: 1968, Germany 🎯 Known For: Architectural minimalism, “Queen of Less” 🛍️ Where to Buy: Jil Sander stores, SSENSE, Matches Fashion

What makes it quiet luxury: Jil Sander pioneered minimalism in the 1990s. Clean lines, no embellishment, exceptional tailoring. The brand’s aesthetic influenced every minimalist designer who came after.

Best for: Architectural, modern minimalism Investment piece: Minimalist wool coat ($2,000-2,800)

My observation: Jil Sander is for people who find The Row too expensive but want the same aesthetic.

10. Bottega Veneta (Intrecciato Luxury)

💰 Price Range: $800-6,000 📍 Founded: 1966, Italy 🎯 Known For: Intrecciato weave, “When your own initials are enough” 🛍️ Where to Buy: Bottega Veneta boutiques, Net-a-Porter, Nordstrom

What makes it quiet luxury: Bottega Veneta’s famous tagline: “When your own initials are enough.” Their signature intrecciato (woven leather) is instantly recognizable to those who know – but has no visible logo.

Best investment pieces:

• Intrecciato bags ($2,500-5,000)
• Woven leather accessories ($600-1,500)
• Cashmere knits ($1,200-2,000)

Brand evolution: Under Daniel Lee (2018-2021), Bottega became THE It-girl quiet luxury brand.

Celebrity fans: Hailey Bieber, Kendall Jenner, Rosie Huntington-Whiteley

11. Toteme (Swedish Minimalism)

💰 Price Range: $300-1,500 📍 Founded: 2014, Sweden 🎯 Known For: Scarf coat, Swedish minimalism, modern essentials 🛍️ Where to Buy: Toteme.com, Net-a-Porter, SSENSE

What makes it quiet luxury: Toteme captures Scandinavian minimalism – clean, functional, timeless. Their signature scarf coat became Instagram famous, but the brand maintains quiet sophistication. Their T-Lock shoulder bags are also worth investing in.

Best investment pieces:

• Scarf coat ($890-1,200)
• Cashmere sweaters ($550-750)
• Tailored trousers ($390-590)

Why it’s trending: Perfect for the “Scandi girl” aesthetic that dominates Instagram.

Celebrity fans: Rosie Huntington-Whiteley, Pernille Teisbaek

12. Khaite (American Minimalism)

💰 Price Range: $500-3,500 📍 Founded: 2016, USA 🎯 Known For: Cashmere, leather, New York minimalism 🛍️ Where to Buy: Net-a-Porter, Bergdorf Goodman, SSENSE

What makes it quiet luxury: Khaite (pronounced “Kate”) offers American minimalism with an edge – think The Row’s younger sister. Famous for the Katie Holmes cashmere bra moment.

Best investment pieces:

Celebrity moment: Katie Holmes wore Khaite’s cashmere bra and cardigan in NYC, creating an iconic quiet luxury moment.

13. Lemaire (Parisian Ease)

💰 Price Range: $400-2,000 📍 Founded: 1992, France 🎯 Known For: Oversized silhouettes, French minimalism, comfort 🛍️ Where to Buy: Lemaire.fr, SSENSE, Dover Street Market

What makes it quiet luxury: Lemaire combines Parisian sophistication with comfortable, oversized silhouettes. Designer Christophe Lemaire focuses on wearability and timeless design over trends. The brand’s croissant bags and egg bags are particularly popular.

Best for: Effortless French minimalism Investment piece: Egg bag ($1,400-1,800)

14. Wardrobe.NYC (Capsule Wardrobe Concept)

💰 Price Range: $400-2,500 📍 Founded: 2017, USA 🎯 Known For: 4-piece capsule wardrobes, rental concept, minimal design 🛍️ Where to Buy: Wardrobe.nyc, Net-a-Porter

What makes it quiet luxury: Wardrobe.NYC pioneered the capsule wardrobe concept – carefully curated 4-piece collections designed to work together. Originally a rental service, they now sell their minimalist essentials. Zero logos, maximum versatility.

Best investment pieces:

• Release capsule (blazer, trousers, shirt, coat) ($2,000-2,500)
• Tailored blazers ($800-1,200)
• Wool trousers ($500-700)

Unique concept: Each “release” is a complete wardrobe that works together – perfect for quiet luxury minimalists who want to think less about getting dressed.

Personal insight: The capsule concept appeals to the same customer who loves The Row – someone who values quality and simplicity over variety.

15. Giuliva Heritage (Italian Tailoring)

💰 Price Range: $600-2,500 📍 Founded: 2015, Italy 🎯 Known For: Italian tailoring, timeless suits, vintage-inspired 🛍️ Where to Buy: Net-a-Porter, Matches Fashion, Bergdorf Goodman

What makes it quiet luxury: Founded by Margherita Cardelli and Gerardo Cavaliere, Giuliva Heritage specializes in Italian tailoring with a vintage sensibility. Their pieces look like they could have come from your grandmother’s perfectly preserved wardrobe – if she had impeccable taste and shopped in Rome in the 1970s.

Best investment pieces:

• The Husband blazer ($1,200-1,500)
• Diana suit ($1,800-2,200)
• Silk shirts ($500-700)

Why it works: Combines Italian craftsmanship with timeless, vintage-inspired designs that never go out of style.

Personal note: Their tailoring is softer and more feminine than traditional menswear-inspired brands, making them perfect for the “old money” aesthetic.

16. Eleventy (Italian Contemporary)

💰 Price Range: $300-1,500 📍 Founded: 2007, Italy 🎯 Known For: Elevated basics, Italian craftsmanship, understated luxury 🛍️ Where to Buy: Eleventy stores, Mr Porter, select boutiques

What makes it quiet luxury: Eleventy focuses on elevated basics made in Italy with exceptional fabrics and construction. Think perfect cashmere cardigans and sweaters, impeccably cut trousers, and blazers that work for both work and weekend – all without visible branding.

Best investment pieces:

• Cashmere crewnecks ($400-600)
• Wool blazers ($800-1,200)
• Tailored trousers ($350-500)

Why it’s emerging: Offers Italian quality at more accessible prices than Brunello Cucinelli, making it perfect for those building a quiet luxury wardrobe on a mid-range budget.

17. Gabriela Hearst (Sustainable Luxury)

💰 Price Range: $800-5,000 📍 Founded: 2015, USA/Uruguay 🎯 Known For: Sustainable luxury, cashmere, ethical production 🛍️ Where to Buy: Net-a-Porter, Bergdorf Goodman

What makes it quiet luxury: Gabriela Hearst combines quiet luxury with sustainability – carbon-neutral fashion week shows, ethical sourcing, exceptional cashmere. Minimal branding, maximum quality.

Investment piece: Nina bag ($1,995-2,495) – worn by Kamala Harris Celebrity fans: Kamala Harris, Meghan Markle

18. Margaret Howell (British Minimalism)

💰 Price Range: $200-1,200 📍 Founded: 1970, UK 🎯 Known For: Utilitarian minimalism, British workwear 🛍️ Where to Buy: Margaret Howell stores, Mr Porter

What makes it quiet luxury: British minimalism inspired by workwear – functional, timeless, no logos. Think British country house meets Japanese minimalism.

Best for: Androgynous, utilitarian aesthetic

Investment pieces: Oxford shirts ($250-350), wool trousers ($300-400), cashmere sweaters ($400-600)

Personal note: Margaret Howell represents the intersection of British heritage and Japanese minimalism – perfect for those who want quality without fuss.

Accessible Quiet Luxury Brands

Entry-level quiet luxury for building your minimalist wardrobe:

19. COS (H&M’s Luxury Line)

💰 Price Range: $100-500 📍 Founded: 2007, Sweden (owned by H&M Group) 🎯 Known For: Affordable minimalism, architectural design 🛍️ Where to Buy: COS stores, cosstores.com

What makes it quiet luxury: COS is the most accessible quiet luxury brand – owned by H&M but designed to compete with premium minimalist brands. Excellent quality-to-price ratio.

Best investment pieces:

Why I recommend it: Perfect entry point into quiet luxury aesthetic without breaking the bank.

Celebrity fans: Phoebe Philo (former Céline designer) reportedly shops COS

20. Massimo Dutti (Accessible Sophistication)

💰 Price Range: $80-400 📍 Founded: 1985, Spain (owned by Inditex/Zara) 🎯 Known For: Business casual, Italian-inspired minimalism 🛍️ Where to Buy: Massimo Dutti stores, massimodutti.com

What makes it quiet luxury: Like COS, Massimo Dutti offers quiet luxury aesthetics at high street prices. Better quality than Zara, more sophisticated than most affordable brands.

Best for: Professional wardrobe on a budget Best pieces: Wool coats ($250-350), cashmere sweaters ($150-200)

21. Falconeri (Italian Cashmere Accessible)

💰 Price Range: $100-500 📍 Founded: 2010, Italy 🎯 Known For: Affordable Italian cashmere, knitwear 🛍️ Where to Buy: Falconeri stores, falconeri.com

What makes it quiet luxury: Falconeri makes Italian cashmere accessible – they focus exclusively on knitwear and cashmere at prices that won’t require a second mortgage. Part of the Calzedonia Group, they bring Italian quality to the mid-market.

Best investment pieces:

Why it works: Real Italian cashmere at COS prices – perfect for building a quiet luxury wardrobe on a budget.

Personal note: Their cashmere isn’t as soft as Brunello Cucinelli, but at 1/10th the price, it’s an excellent entry point into the quiet luxury aesthetic.

22. St. Agni (Australian Minimalism)

💰 Price Range: $200-800 📍 Founded: 2014, Australia 🎯 Known For: Leather goods, minimalist accessories, Australian aesthetic 🛍️ Where to Buy: St-agni.com, Net-a-Porter, SSENSE

What makes it quiet luxury: St. Agni brings Australian minimalism to accessories and ready-to-wear. Known for their signature Uli bag and butter-soft leather, they offer quiet luxury at accessible prices.

Best investment pieces:

• Woven leather bags ($400-600)
• Leather sandals ($200-350)
• Linen dresses ($250-400)

Why it’s trending: Australian influencers have made St. Agni the go-to for affordable quiet luxury accessories – their mesh leather bags are everywhere on Instagram.

Personal insight: Their leather quality rivals brands 3x the price, making them a smart investment for building a quiet luxury wardrobe.

23. Objets Daso (Korean Minimalism)

💰 Price Range: $150-600 📍 Founded: 2018, South Korea 🎯 Known For: Minimalist bags, Korean aesthetic, clean design 🛍️ Where to Buy: Objetsdaso.com, select boutiques

What makes it quiet luxury: Objets Daso represents the Korean approach to quiet luxury – extremely minimal, architectural shapes, and exceptional leather quality at mid-range prices. Their bags are statement pieces through design, not logos.

Best investment pieces:

• Structured leather bags ($300-500)
• Minimalist totes ($200-400)

Why it works: Korean minimalism is having a moment, and Objets Daso delivers the aesthetic without the European luxury price tag.

Emerging brand note: Still relatively unknown outside Korea and fashion circles, which makes it perfect for true quiet luxury – only those “in the know” recognize it.

Quiet Luxury Knitwear & Menswear Specialists

24. John Smedley (British Knitwear)

💰 Price Range: $200-500 📍 Founded: 1784, England 🎯 Known For: Sea Island cotton, merino wool 🛍️ Where to Buy: John Smedley stores, Mr Porter, Nordstrom

What makes it quiet luxury: The world’s oldest knitwear manufacturer. Their Sea Island cotton polos and merino sweaters are wardrobe staples for British aristocracy – no logos, just quality.

Investment piece: Sea Island cotton polo ($195-250)

25. N. Peal (Scottish Cashmere)

💰 Price Range: $300-1,500 📍 Founded: 1936, Scotland 🎯 Known For: Scottish cashmere, royal warrant 🛍️ Where to Buy: N. Peal boutiques, Harrods

What makes it quiet luxury: Holds a royal warrant (supplies the British royal family). Cashmere sweaters with minimal branding, maximum quality.

Investment piece: Cashmere sweaters ($395-550)

26. Anderson & Sheppard (Savile Row Bespoke)

💰 Price Range: $5,000-15,000 per suit 📍 Founded: 1906, London (Savile Row) 🎯 Known For: British bespoke tailoring and drape cut, cashmere ready to wear 🛍️ Where to Buy: Savile Row by appointment, ready to wear pieces from Mr Porter.

What makes it quiet luxury: Old-school Savile Row tailoring – no branding, just impeccable British craftsmanship. Prince Charles is a client.

For whom: Men who want the best British tailoring money can buy

27. Drake’s (British Accessories)

💰 Price Range: $100-500 📍 Founded: 1977, London 🎯 Known For: Ties, scarves, shirts, British heritage 🛍️ Where to Buy: Drake’s shops, Mr Porter

What makes it quiet luxury: Exceptional quality British accessories without the Hermès price tag. Ties are hand-rolled in England, fabrics are British-milled.

Investment pieces: Silk ties ($150-195), cashmere and silk-blend scarves ($250-350)

28. Joseph Duclos (French Menswear)

💰 Price Range: $200-800 📍 Founded: 2016, France 🎯 Known For: Classic French menswear, timeless basics 🛍️ Where to Buy: Josephduclos.com, select European boutiques

What makes it quiet luxury: Joseph Duclos focuses on perfecting menswear basics – the perfect oxford shirt, the ideal chinos, the classic sweater. Everything is made in Europe with attention to detail and zero branding.

Best investment pieces:

• Oxford button-downs ($150-250)
• Chinos ($180-280)
• Merino sweaters ($200-350)

Why it works: French approach to classic menswear – think preppy American style filtered through Parisian minimalism.

Emerging brand note: Relatively new but gaining traction among quiet luxury enthusiasts who want quality basics without designer prices.

Quiet Luxury Accessories & Shoes

29. Celine (French Luxury House)

💰 Price Range: $600-4,000 📍 Founded: 1945, France 🎯 Known For: Classic bags, French bourgeois style 🛍️ Where to Buy: Celine boutiques, Net-a-Porter

What makes it quiet luxury: While Celine under Hedi Slimane has some branding, the classic bags (Triomphe, Classic) are relatively logo-free and embody old money Parisian style.

Best quiet pieces:

• Camille bag ($2,600-4,300)
• Triomphe bag ($2,250-2,900)
• Cashmere coats ($3,500-5,000)

Note: Older Phoebe Philo-era Celine (2008-2017) is the ultimate quiet luxury, now vintage.

30. Manolo Blahnik (Understated Elegance)

💰 Price Range: $650-1,500 📍 Founded: 1972, UK/Spain 🎯 Known For: Elegant pumps, minimal branding 🛍️ Where to Buy: Manolo Blahnik boutiques, Net-a-Porter, Nordstrom

What makes it quiet luxury: Unlike Christian Louboutin’s iconic red soles, Manolo Blahnik shoes are subtly elegant. Small logo on insole, all the quality in construction and comfort.

Investment piece: BB pumps ($725-850)

Personal note: Manolo Blahnik represents classic shoe elegance – the quality speaks for itself without needing a red sole for recognition.

31. Cuyana (American Accessible Luxury)

💰 Price Range: $100-800 📍 Founded: 2011, USA 🎯 Known For: “Fewer, better” mantra, leather goods 🛍️ Where to Buy: Cuyana.com, select Nordstrom stores

What makes it quiet luxury: Cuyana was founded on the principle of “fewer, better things” – the essence of quiet luxury. They focus on timeless leather bags and accessories at accessible prices.

Best investment pieces:

Why it works: American brand that brings the quiet luxury philosophy to accessible price points – perfect for building a capsule wardrobe.

Personal recommendation: Their leather quality is exceptional for the price, making them ideal for someone starting their quiet luxury journey.

Emerging Quiet Luxury Brands

32. Frankie Shop (Instagram Minimalism)

💰 Price Range: $150-800 📍 Founded: 2014, France 🎯 Known For: Oversized blazers, Instagram aesthetic 🛍️ Where to Buy: Thefrankieshop.com, SSENSE

What makes it quiet luxury: The Frankie Shop pioneered the oversized blazer trend. Affordable entry into quiet luxury aesthetic, beloved by influencers.

Best piece: Oversized blazers ($350-550)

33. Loulou de Saison (Cashmere Specialists)

💰 Price Range: $400-1,500 📍 Founded: 2020, France 🎯 Known For: Luxe cashmere, minimal aesthetic 🛍️ Where to Buy: Net-a-Porter, SSENSE

What makes it quiet luxury: New brand focused exclusively on luxury cashmere pieces. No logos, just soft neutrals and superior quality.

Investment piece: Cashmere cardigans and sweaters ($800-1,200)

34. Nanushka (Hungarian Minimalism)

💰 Price Range: $300-1,200 📍 Founded: 2006, Hungary 🎯 Known For: Elegant origami accessories, architectural designs 🛍️ Where to Buy: Net-a-Porter, Nanushka.com

What makes it quiet luxury: Emerging European brand with minimalist aesthetic and focus on sustainable materials. Mesh jersey pieces and stylish origami totes and cardholders.

Best for: Sustainable quiet luxury Investment piece: Suede and leather coats ($800-1,200)

35. Arch4 (Cashmere Specialists)

💰 Price Range: $300-900 📍 Founded: 2018, UK 🎯 Known For: Cashmere sweaters, British minimalism 🛍️ Where to Buy: Net-a-Porter, Matches Fashion

What makes it quiet luxury: Scottish cashmere brand with perfect basics. Like a more affordable Brunello Cucinelli.

Investment piece: Cashmere sweater ($350-450)

36. Vince (American Minimalism)

💰 Price Range: $200-800 📍 Founded: 2002, USA 🎯 Known For: California cool, cashmere, basics 🛍️ Where to Buy: Vince stores, Nordstrom, Saks

What makes it quiet luxury: American minimalism with California ease. Known for exceptional cashmere and elevated basics.

Best for: Effortless American style Investment piece: Cashmere sweaters ($295-450)

37. Proenza Schouler (New York Design)

💰 Price Range: $500-3,500 📍 Founded: 2002, USA 🎯 Known For: Modern minimalism, leather goods 🛍️ Where to Buy: Net-a-Porter, Bergdorf Goodman

What makes it quiet luxury: New York designers Jack McCollough and Lazaro Hernandez create modern, architectural minimalism. Proenza Schouler bags are logo-free statements.

Investment piece: PS1 bag ($1,995-2,395)

Quiet Luxury vs Logo Luxury: What’s the Difference?

Quiet Luxury:

• ✅ No visible logos or monograms
• ✅ Focus on quality, craftsmanship, materials
• ✅ Timeless, classic design
• ✅ Expensive but subtle
• ✅ “If you know, you know” recognition
• ✅ Vicuña, cashmere, silk, fine wool
• ✅ Neutral colors (beige, gray, navy, black, white)
• ✅ Investment pieces that last decades

Logo Luxury:

• ❌ Prominent logos, monograms, brand names
• ❌ Focus on brand recognition and status
• ❌ Trendy, seasonal designs
• ❌ Expensive and obvious
• ❌ Anyone can recognize the brand
• ❌ Quality varies by price point
• ❌ Bold colors, prints, patterns
• ❌ Pieces that date quickly

Examples:

My perspective: Neither is inherently better – it’s about personal style. Logo luxury celebrates brand heritage; quiet luxury celebrates craftsmanship. I’ve owned both, and they serve different purposes in a wardrobe.

When to choose quiet luxury:

• Professional/business settings
• Old money aesthetic
• Timeless wardrobe
• Avoiding logo fatigue
• Investment in quality over branding

When logo luxury works:

• Fashion-forward occasions
• Celebrating brand heritage
• Making a statement
• Collectible pieces
• Fun, expressive style

How to Build a Quiet Luxury Wardrobe

Start with these 10 essential pieces:

1. Camel coat – Max Mara or similar ($1,500-3,000)
2. Cashmere sweater – Neutral color, crewneck or V-neck ($400-1,500)
3. White button-down shirt – Perfect fit, quality cotton ($200-500)
4. Tailored trousers – Navy or gray wool ($300-800)
5. Cashmere scarf – Neutral tone ($200-400)
6. Quality leather bag – Minimal design ($1,000-3,000)
7. Classic pumps – Nude or black, timeless style ($400-800)
8. Cashmere cardigan – Versatile layering piece ($400-1,000)
9. Tailored blazer – Navy or black ($600-1,500)
10. Quality winter coat – Wool or cashmere ($1,000-3,000)

Total investment: $5,500-14,500 for a complete quiet luxury capsule

Budget breakdown:

Under $3,000:

• COS coat ($350)
• Vince cashmere ($350)
• Everlane shirt ($100)
• Massimo Dutti trousers ($150)
• COS scarf ($89)
• Cuyana bag ($200)
• Everlane pumps ($250)
• Arch4 cardigan ($400)
• COS blazer ($250)
• COS winter coat ($450) Total: $2,589

Mid-Range ($5,000-8,000):

• Max Mara coat ($2,500)
• Arch4 cashmere ($400)
• The Row shirt ($500)
• Toteme trousers ($450)
• John Smedley scarf ($200)
• Khaite bag ($2,000)
• Manolo pumps ($750)
• Gabriela Hearst cardigan ($800)
• Jil Sander blazer ($1,200)
• Theory coat ($1,000) Total: $9,800

Luxury ($15,000+):

• Max Mara 101801 coat ($3,000)
• Loro Piana cashmere ($1,800)
• The Row shirt ($1,200)
• The Row trousers ($1,400)
• Loro Piana scarf ($650)
• The Row Margaux bag ($5,500)
• Manolo Blahnik pumps ($850)
• Brunello Cucinelli cardigan ($2,500)
• The Row blazer ($3,500)
• Max Mara coat ($3,500) Total: $23,900

Shopping strategy:

• Buy one investment piece per season
• Prioritize quality over quantity
• Choose neutral colors that work together
• Focus on perfect fit (alterations are worth it)
• Buy fewer, better things

Celebrities Who Wear Quiet Luxury

Succession Cast (Fictional but Influential):

• Kendall Roy – Loro Piana caps, Brunello Cucinelli cashmere, Tom Ford suits
• Shiv Roy – The Row, Max Mara, Brunello Cucinelli
• Tom Wambsgans – Loro Piana, Zegna, traditional tailoring

Real-Life Quiet Luxury Icons:

Gwyneth Paltrow – Loro Piana, The Row, Brunello Cucinelli, Max Mara Sofia Richie Grainge – The Row, Khaite, Toteme (her wedding was quiet luxury perfection) Jennifer Aniston – The Row, Brunello Cucinelli, cashmere everything Meghan Markle – Max Mara coats, Gabriela Hearst, The Row Amal Clooney – Max Mara (courthouse style icon), Bottega Veneta Mark Zuckerberg – Loro Piana, Brunello Cucinelli (tech billionaire uniform) Jeff Bezos – Brunello Cucinelli cashmere obsession Phoebe Philo – Creator of quiet luxury aesthetic at Céline (2008-2017)

Fashion insiders: Editors, stylists, and designers often wear quiet luxury brands because they don’t need to prove their fashion knowledge – they already know.

Where to Buy Quiet Luxury Brands

Multi-Brand Luxury Retailers:

Net-a-Porter (net-a-porter.com)

• Largest selection of quiet luxury brands
• The Row, Khaite, Toteme, Loro Piana, Brunello Cucinelli
• Excellent customer service

SSENSE (ssense.com)

• Contemporary and luxury mix
• Good for emerging quiet luxury brands
• Frequent sales

Mr Porter (mrporter.com)

• Men’s quiet luxury specialist
• Loro Piana, Zegna, Brunello Cucinelli, Drake’s
• Excellent editorial content

Matches Fashion (matchesfashion.com)

• Curated luxury selection
• Strong quiet luxury offerings
• Personal shopping service

24S (24s.com)

• LVMH-owned French retailer
• Excellent European brand selection
• Ships worldwide

Department Stores:

Bergdorf Goodman (New York)

• Best luxury selection in America
• Loro Piana, The Row, Brunello Cucinelli boutiques

Saks Fifth Avenue

• Good quiet luxury selection
• Regular quiet luxury events

Neiman Marcus

• Strong contemporary and luxury mix
• Good for discovering new brands

Harrods (London)

• Ultimate luxury shopping experience
• Extensive quiet luxury department

Selfridges (London)

• Excellent contemporary section
• Good emerging brand selection

Read more: https://luxurycolumnist.com/top-luxury-department-stores/

Brand Direct:

• Loro Piana boutiques (limited locations)
• The Row boutiques (LA, NYC)
• Brunello Cucinelli stores
• Max Mara stores (worldwide)

Shopping tips:

• Sign up for brand newsletters for private sales
• Follow brands on Instagram for new arrivals
• Consider personal shopping services (often free)
• Wait for seasonal sales (June/July and December/January)
• Check outlet stores (Bicester Village in UK, Woodbury Common in US)

How to Spot Quiet Luxury

Quality indicators:

✅ Fabric feel – Cashmere should be incredibly soft, wool should have weight and substance ✅ Construction – Hand-stitching visible inside, finished seams, quality linings ✅ Buttons – Mother-of-pearl, horn, or high-quality corozo (not plastic) ✅ Zippers – Smooth, branded (Riri, Lampo), perfectly aligned ✅ Fit – Should drape perfectly, no pulling or bunching ✅ Hardware – Substantial, well-finished, no sharp edges ✅ Labels – Minimal, often woven not printed ✅ Price – True quiet luxury is expensive (cashmere sweater $800+)

Warning signs of fake quiet luxury:

❌ Fabric feels cheap despite high price ❌ Visible glue or poor construction ❌ Plastic buttons on expensive pieces ❌ Logo appears where it shouldn’t ❌ Deal seems too good to be true ❌ Sold on non-authorized sites

My advice: If buying pre-owned quiet luxury, use reputable authentication services (The RealReal, Vestiaire Collective with authentication).

Quiet Luxury on a Budget

How to achieve the aesthetic without the price:

1. Focus on silhouette over branding

• Oversized blazers from H&M look quiet luxury when styled right
• Neutral colors work from any price point

2. Invest in one statement piece

• A Max Mara coat over budget pieces = instant quiet luxury
• Quality bag elevates entire outfit

3. Shop these affordable alternatives:

4. Shop vintage quiet luxury:

• eBay, The RealReal, Vestiaire Collective
• Vintage Max Mara coats: $300-800 (vs $2,500 new)
• Vintage Hermès scarves: $200-400 (vs $700 new)

5. Prioritize fit:

• $100 sweater that fits perfectly > $1,000 sweater that doesn’t
• Invest in alterations

6. Choose quality basics:

• Better to have 5 excellent pieces than 20 mediocre ones
• Build slowly, buy intentionally

7. Shopping strategy:

• Wait for sales (June/July, December/January)
• Buy one quality piece per season
• Focus on fit over brand
• Choose neutral colors that work together
• Prioritize items you’ll wear most (coat, bag)

My advice: Start with one investment piece (Max Mara coat on sale) and build affordable staples around it (COS, Massimo Dutti). The expensive coat elevates everything else.

My budget quiet luxury picks:

• COS – Best affordable quiet luxury
• Uniqlo – Excellent cashmere for the price
• Everlane – Transparent pricing, good quality
• Cuyana – “Fewer, better” philosophy
• Quince – Affordable luxury materials

Why is Quiet Luxury So Expensive?

Quiet luxury is expensive because you’re paying for:

1. Exceptional Materials

• Loro Piana vicuña: $3,000-5,000/yard
• Baby cashmere (first shearing): 10x more expensive than regular cashmere
• Sea Island cotton, lotus fiber, qiviut

2. Superior Craftsmanship

• Hand-stitching (Kiton suits require 25 hours)
• Made in Italy/UK/France by master artisans
• Attention to detail invisible to untrained eye

3. Longevity

• A Max Mara coat lasts 20+ years
• Quality construction means pieces don’t fall apart
• Timeless design means they never look dated

4. No Marketing Costs

• Quiet luxury brands spend less on advertising
• Money goes into product, not celebrity endorsements
• Relies on word-of-mouth and insider knowledge

Conclusion

Quiet luxury isn’t about spending the most money or owning specific brands – it’s about prioritizing quality, craftsmanship, and timeless design over visible branding and trend-chasing. Whether you’re investing in a $5,000 Loro Piana cashmere coat or building a capsule wardrobe with COS and Uniqlo, the principles remain the same: buy less, buy better, and choose pieces that will last decades.

From my years covering luxury fashion, I’ve learned that the most stylish people aren’t those with the most logos – they’re those who understand quality, fit, and how to build a cohesive wardrobe. Quiet luxury gives you the confidence that comes from knowing your clothes are exceptionally well-made, even if no one else can identify the brand.

The quiet luxury movement may have been popularized by Succession, but the philosophy is timeless. Start with one quality piece, build slowly and intentionally, and focus on what makes you feel confident. That’s the real luxury.

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