US actress Gwyneth Paltrow enters the courtroom after lunch break, on March 23, 2023, in Park City, Utah where she is accused of injuring another skier, leaving him with a concussion and four broken ribs. – Terry Sanderson claims that the actor-turned-lifestyle influencer was cruising down the slopes so recklessly that they violently collided, leaving him on the ground as she and her entourage continued their descent down Deer Valley Resort, a skiers-only mountain known for its groomed runs, après-ski champagne yurts and posh clientele. (Photo by Jeff Swinger / POOL / AFP) (Photo by JEFF SWINGER/POOL/AFP via Getty Images)

This week, you’ve probably heard the term “quiet luxury” or “steal wealth” at some point. It’s all anyone can talk about between Succession returning and Gwyneth Paltrow’s riveting trial — and must-see style. So what exactly do these two things have to do with this buzzy new trend? They represent a particular aesthetic that has been having a major moment. “Quiet” or “coded luxury” is the term used to describe the wardrobes of the ultra wealthy. What they wear is not about a love of logo-mania or to have designer’s names splashed across their clothing. The idea is, if you know you know and if you don’t you’re not supposed to. (Following us?)

The aesthetic describes the style of the upper-echelon of society, like the Roy family in Succession or the goop magnate, Paltrow, who have no problem purchasing basic-looking items that come with a not-so-basic price tag thanks to the item’s luxurious craftsmanship and quality. Brands that create the best of the best for the richest of the rich include Mary-Kate and Ashley Olsen’s The Row. Khaite is also at the forefront with celebs like Gwyneth and Zoe Kravitz favoring it for street style looks. Below are some of our favorite brands that exude the best in “quiet luxury.”

The Row

NEW YORK, NEW YORK – JUNE 03: Ashley Olsen and Mary-Kate Olsen attend the CFDA Fashion Awards at the Brooklyn Museum of Art on June 03, 2019 in New York City. (Photo by Kevin Mazur/WireImage)

You can’t begin to talk about this aesthetic without mentioning The Row. Helmed by Mary Kate and Ashley Olsen, this brand (and their own personal style) embodies the trend.


Another woman-owned N.Y.C.-based brand, Khaite, reimagines classic American sportswear.

WARDROBE.NYC was founded by a former magazine editor, who gave quiet luxury a cool factor.

Loro Piana

MUNICH, GERMANY – MARCH 22: The exterior of a Loro Piana store photographed on March 22, 2022 in Munich, Germany. (Photo by Jeremy Moeller/Getty Images)

Loro Piana is one of the leading brands of the IYKYK phenomenon. Known for pieces made from the the world’s finest materials, see how they transform raw wool and cashmere into textiles used by the brand as well as other prestigious fashion houses, in this inside look.

Brunello Cucinelli

HAMBURG, GERMANY – JULY 03: A Brunello Cucinelli sign store is seen on July 03, 2020 in Hamburg, Germany. (Photo by Jeremy Moeller/Getty Images)

The Italian fashion house uses the best materials to create clothes that exhibit perfect craftsmanship and tailoring with a relaxed fit and feel.


Succession‘s Kieran Culkin stars in Zegna’s latest campaign. The brand is recognized as a leader in luxury menswear.

Max Mara

Nothing beats Max Mara’s outwear from cozy teddy coats to chic cashmere jackets.

Phoebe Philo’s Celine

Long live Phoebe Philo’s Celine! Philo has a knack for combining aspirational style that translates to the everyday woman and her talents shined during her tenure at Celine. The pieces she designed are still coveted today, and as we await her new brand coming soon, no doubt that will be the next line to exhibit “coded luxury” at its finest.

Read the new GRAZIA Gazette: Spring Fashion edition: