New research has found that searches for ‘quiet luxury,’ ‘stealth wealth,’ and ‘old money style’ have skyrocketed by 373, 334, and 568 percent over the last month to all-time highs.
The analysis, by fashion experts Karen Millen, reveals that searches for ‘quiet luxury’ exploded by 373 percent over the last month to an all-time high, an unprecedented increase in fashion-conscious internet users seeking information about the latest trend, according to Google search data analysis. The data also reveals that searches for ‘stealth wealth’ have exploded 334 percent over the last month, and ‘old money style’ searches have leaped by 568 percent over the last year, skyrocketing as Succession season four began.
‘Stealth wealth’ or ‘quiet luxury’ has become one of the breakout fashion trends of 2023, thanks largely to the recent shift to more low-key designer collections, Gwyneth Paltrow’s ski trial in Utah, which recently swept the internet, and shows such as Succession, which depicts the super-wealthy in designer clothing with minimal branding.
Since season four of Succession began, Google searches for ‘quiet luxury’ have skyrocketed 373 percent over the last month to an all-time high. There are now over 6,100 monthly searches for ‘quiet luxury.’ ’Stealth wealth’ searches have also surged by 334 percent over the last month, receiving 2,200 monthly searches. ‘Old money style’ searches have jumped by 568 percent in the past year to 25,000 monthly searches, up from 3,400 during the same period last year, Google Trends data reveals.
A spokesperson for Karen Millen commented on the findings: “’Quiet luxury has become popular with some key moments in 2023. There has been a consumer shift from logomania and instead on premium, minimal clothing with particular thought to the cut, design, and quality. The trend has gained steam with the coverage of the Paltrow ski trial and noticeable change on the catwalk and red carpets. TV shows like Succession feature wealthy characters wearing clothing where designer tags and obvious branding are absent because they feel no need to flaunt who they wear.
Google data shows Siobhan “Shiv” Roy, played by Sarah Snook, has the most influential style of the cast after receiving over 3,000 monthly searches. Google Trends shows that Shiv’s dresses are the most popular, with her wedding dress being the highest-trending look since the show began. As season four unfolds, it will be fascinating to see how each character’s wardrobe evolves with their stories”.
