Words by: Sophie Charlotte Graham (she/her)
What do you get when you mix Ralph Lauren cable knits, Chanel No. 5, Birkin bags, and the ‘things I think are chic’ TikToks?
The “old money” aesthetic.
With the rise in luxury fashion and lifestyle content, conservative ideas and values might start to seep through the walls of fashion content. From the royals and aristocrats throughout history to the modern day influencers who decide which trends get to see another day and which ones absolutely have to go, the ever evolving fashion trend cycle has always been dictated by those with the money to debut the fashion phases.
The style and lifestyle of being (or perhaps just looking) put together and elegant seems to draw our attention more than ever before. But does this prioritisation of high class style push us to follow a more conservative lifestyle? Note the use of lower-case c… I don’t only mean the political party, but also the lifestyle that involves traditional clothing, gender roles, home decor. The traditional aspect of lifestyle content is creeping into our lives without us realising, from sad beige babies to long summer dresses and wide-brimmed hats to help you unlock that ‘elevated summer look’.
While the rise in conservative fashion is related to the 180o turn to conservatism amongst young people, which has become increasingly prevalent in recent years, its main provocation is (believe it or not) the declining economy. If you’ve been on the style side of social media, or taken a history class that looks at fashion (even a little bit) you’ve probably come across the hemline index. Originating in the 1920s, the concept proposes that as the economy worsens, hemlines on dresses lengthen, and vice versa. When you examine the economy through the lens of recent fashion trends, you’ll start to piece together the relation between the two.
Central brands of the “old money” aesthetic are usually Ralph Lauren, Burberry, Hermés, Barbour, and Chanel. If you’re a frequent online thrifter like me, you’ll notice the relatively recent ‘luxury’ section on the Vinted home page. Buying luxury items second-hand can absolutely make the “old money” lifestyle more accessible to the general population, but why are we abandoning the quick shopping trip in Primark?
We’ve seen an increase of clothing companies rebranding to a more chic or upmarket theme. Just look at Pretty Little Thing, Zara, and even the new refurbished H&M stores. All these brands have ditched quick outfits for the party-girl, and are instead channeling “quiet luxury” or “chic rich it girl”.
In our declining economic state, it seems we really are grasping at opulent straws. Whether it is a dupe or the real-deal, all of us seem to want to look put together, classy, and chic. But does this really mean that we are all slowly spiraling into a right-wing, conservative tradwife world, or is it just a fleeting moment in the trend cycle? Bringing back business casual in the club might not be fully linked to the growth in conservative ideas, but it might just be a way for us to all enjoy a little bit of luxury while we can.
Take a look at the controversial opinions regarding dupes and knock offs of luxury items. People who can afford the real deal can’t seem to get behind the idea of other people wanting to have the look of the item without having to break the bank: the luxury-obsessed hate that the once status-filled bag is now almost indistinguishable from the knock-off Walmart version. How dare the average person obtain their “exclusive” look?!
When you take a minute to think about the fashion trend cycle and theories like the hemline index, the rise of the “old money” aesthetic may not come as much of a surprise. The rise and fall of formal wear for casual occasions, followed by the swing to an alternative style and an aversion to neutral colours, has always been a part of the fashion cycle. So, perhaps the “old money” aesthetic is going to be a short-lived trend that will be forgotten in a couple of years. Maybe we’ll look back at it and cringe slightly, similar to the whole idea of business casual in the club and blazers at Disneyland.
But with the way the world is going right now, the idea of wanting to look wealthy could be here to stay. If we’re back to showing off our expensive grocery hauls and treating human necessities as luxuries, the desire to present ourselves as looking effortlessly luxurious in a declining economy might not be too far-fetched.
