Quiet Luxury Meets Activewear

Flashy labels are a thing of the past, at least for now. Thanks in large part to Succession and the understated (yet costly) fashion choices of the Roy family, quiet luxury — also known as stealth wealth — is the name of the fashion game in 2023.

Ever since this term burst on the scene, a handful of celebrities have proven that quiet luxury is indeed where fashion is focused at the moment. Gwyneth Paltrow, for example, has stepped out in a handful of pricey, understated fits, complete with pieces from upscale brands like The Row, Celine, and her very own G. Label by Goop. 

Annie Walters, Vice President of Retail at Equinox, says that while Succession has certainly played a role in the movement toward quiet luxury, the pandemic could have something to do with it, too. “I think if you look at how we have navigated the last few years through COVID, there has been this need to feel luxurious and comforted but not necessarily to flash it,” she says. “There has been a shift in terms of how people perceive wealth. It’s more like, ‘If you know, you know,’ but not needing to be so ostentatious.”

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