Top 12 Timeless Old Money Brands That Define Understated Luxury

Brunello Cucinelli is your brand if you’re looking to replace a Versace suit with a suit that is recognisable for its materials and fits instead of its ostentatious logos and visuals.

As fans of the old money aesthetic we admire Cucinelli’s workmanship, classic styles, and focus on sustainable and ethical business practices. Subtle elegance, luxury and dedication to principles and fashion, that’s what Cucinelli is all about!

Morality is one of Cucinelli’s main brand values and insists in these being essential factors that play a role in decision-making processes and strategic plans.

So remember, wear Cucinelli, and you will achieve to represent deep values and principles associated with the old money aesthetic!

If you don’t know @gstaaadguy yet, you’re missing out on something. He’s one of the industry’s most humorous connoiseurs at the moment. Gstaadguy represents old money through his culture, his family ski trip traditions and fashion preferences. Loro Piana is his all-time favourite brand differentiating himself through a non-pretentious style.

If you are looking for the most subtle designs that provide high quality materials, Loro Piana is just the brand for you. The exquisite wool, cashmere and other textiles employed, provide comfort and timeless pieces.

Craftsmanship, attention to detail, and classic designs represent understated luxury and these are Loro Piana’s main values when developing their designs.

If you explore Loro Piana’s carefully selected raw materials, you will immediately admire its famed textiles and remarkable luxury items crafted by Italian artisans.

Furthermore, digging into the values of Loro Piana, you will find that their commitment to excellence is their trademark. Italy artisans

You probably are already aware of our favourite product that is recognisable yet sophisticated are their iconic loafers.

Whether it is for professional events combined with a suit, or worn in a casual ambiance, these loafers won’t disappoint.

Discover the most minimalist luxury brand in this list! Curated by the Olsen twins, The Row is all about ready-to-wear clothing. After having spoken about numerous European, mostly Italian brands, we bring to you a New York understated label!

A reason as to why The Row is exclusive is the association we create around it. The ICONIC Olsen twins. Much like The Row’s brand values, the Olsens maintain a private and reserved public image. They prefer to let their work speak for itself, and their low-profile approach aligns with the discreet luxury associated with The Row.

They represent timeless elegance and simplicity through focussing on clean lines, minimalist aesthetics, and a neutral color palette, creating pieces that transcend seasonal trends and appeal to those seeking enduring style.

One of the most distinguishable women’s fashion patterns within the old money aesthetic is the braided Bottega craft, THE Jodie, epitomising refined elegance.

It is essential to understand, that brands take different directions according to new trends, however, we are the ones that need to choose how to wear each piece we purchase and how to combine it to achieve the old money look.

Below, 3 examples of how you can style the Jodie bag to achieve the old money aesthetic and understatement you are looking for.

Maison Margiela is renowned for its understated and minimalist branding strategy. The brand is subtly and instantly identifiable thanks to the distinctive white stitch design on its clothing, which is frequently found on the outside.

This unconventional placement challenges traditional branding norms and adds an element of understated uniqueness.

We could describe Margiela as the contemporary and more modern old money aesthetic due to its different shapes and unique designs they provide.

If you’re into the old money aesthetic but want to stand out a little bit more, Margiela is your go-to!

One of Brioni’s values include complete transparency during production processes in order for fans, like us, to understand the brand’s values and priorities in terms of quality and preciseness.

Believe it or not, these values determine whether a brand is old money or not, because all values matter when defining a brand’s positioning in luxury.

If you are thinking of purchasing a Brioni suit for yourself or your beloved, we highly recommend the services they provide, unbelievably tailored to your needs and wants.

Find here the “Bespoke Journey” of purchasing at Brioni!

Now we all have to admit that it might take some time to invest in high end luxury sweaters such as Loro Piana as prices can sky-rocket. Falconeri is a brand that provides a more affordable shopping experience while maintaining the quality you are looking for.

Using only the finest cashmere fibers, Falconeri specializes in producing exquisite knitwear, such as cardigans, scarves, sweaters, and other accessories. The brand is well-known for its commitment to using high-quality materials and skilled craftsmanship.

Wearing Falconeri helps you represent exquisite Italian elegance while at the same time guaranteeing maximum comfort at all times.

Parmigiani Fleurier is one of the brands across the whole luxury sector, along with others such as Vacheron Constantin, that represent understatement and further values that are in line with the old money aesthetic.

Michel Parmigiani, watchmaker and restorer founded PF in 1996 and achieved to build a brand that is not only considered luxury but also known for preserving its Swiss watchmaking techniques.

However, what is it that makes Parmigiani Fleurier so different from its competitors? It is the term contemporary, hand in hand with understatement and non-ostentation that Parmigiani Fleurier represents.

Guido Terreni, PF’s CEO takes us back to what the essence of true luxury is, reminding us to value simplicity in design, sophistication.

Michel Parmigiani’s expertise and craftsmanship combined with Guido Terreni’s vision of understatement gives PF the added value that is clearly represented in their latest collection.

“A New way of Being on Time”

Our favourite pick, 2023 World Premier Winner, the Tonda PF series, features a variety of refined and attractive models. These watches frequently have excellent craftsmanship, precise movements, and elegant designs.

Barbour’s Waxed Cotton Jackets are one of the most recognisable jackets for those in the know.

Heritage and tradition are two of the most important keywords you need to know if you’re into the old money aesthetic and Barbour represents exactly what you’re looking for.

A simple yet classic jacket that is associated with tradition, heritage and class.

This is a jacket that you would probably inherit from your grandfather from when he used to go hunting.

We couldn’t write an article on old money aesthetics without including Ralph Lauren!

The iconic American fashion designer Ralph Lauren has come to represent a sophisticated style that is frequently connected to “old money” or East Coast sophistication.

The brand’s affinity for this look is demonstrated by its tasteful fusion of classic elegance, understated luxury, and a nod to traditional, aristocratic inspirations.

From linen shirts, to knit polos, to basic cotton t-shirts, no matter what you wear marked with the Ralph Lauren emblem will guarantee the old money aesthetic.

(We highly encourage the girls to drop the Zara trends and wear Polo shirts as well, they may look great on men, but they look bomb on us too!)