Quiet Luxury & Old Money in Numbers (2026)
Quiet luxury and the old money aesthetic went from a TikTok trend to a lasting way of dressing. This page collects the most useful numbers about both, from the luxury market to what people actually search for. Every figure links to its source. Last updated: September 2026.
Growth in monthly Google searches for "old money style" in one year (3,400 to 25,000 per month).
Karen Millen analysis of Google data, via Robb Report, April 2023Rise in searches for "quiet luxury" in a single month, around the final season of Succession.
Karen Millen via Robb Report, April 2023Global sales of personal luxury goods expected in 2025, broadly flat year on year.
Bain & Company and Altagamma, November 2025Fewer luxury consumers worldwide since 2022: from about 400 million to about 340 million.
Bain & Company and Altagamma, November 2025Of fashion executives expect industry conditions to get worse in 2026, up from 39% a year earlier.
BoF and McKinsey, The State of Fashion 20261. How the trend started
Quiet luxury was not new, but 2023 gave it a name. The final season of Succession, Gwyneth Paltrow's court appearances and a wave of logo-free designer collections made "quiet luxury" and "stealth wealth" some of the most searched fashion terms of the year.
- Searches for "quiet luxury" rose 373% in one month in spring 2023, reaching about 6,100 searches a month. "Stealth wealth" rose 334% to about 2,200 a month. (Karen Millen via Robb Report)
- The older term "old money style" was already much bigger: about 25,000 searches a month, up 568% from 3,400 a year earlier. (same source)
- On TikTok, "quiet luxury" was mentioned more than 172 million times in Q2 2023, and searches for Loro Piana rose 35% in the same quarter. (The Lyst Index)
2. The luxury market behind it
At the top of the market, spending has stopped growing. According to Bain & Company and Altagamma's 2025 luxury study:
- Personal luxury goods are expected to total €358 billion in 2025, about 2% below 2024 at current exchange rates.
- Total luxury spending, including experiences like hotels and dining, is about €1.44 trillion, broadly flat.
- The number of luxury consumers fell from about 400 million in 2022 to about 340 million in 2025.
- Buyers are shifting toward experiences, affordable alternatives, resale and smaller purchases. Bain expects the market to grow 4–6% a year to 2035.
Source: Bain & Company and Altagamma, Luxury Study, November 2025.
3. Shoppers want the look for less
Put together, the numbers tell a clear story: the interest in quiet, logo-free style is still there, but fewer people are paying top luxury prices for it. That leaves room for smaller, more affordable brands that offer the same calm look.
- 46% of fashion executives expect conditions to worsen in 2026, and the report expects shoppers to stay cautious and value-focused. (BoF and McKinsey)
- Bain notes that accessible fashion is rebounding with value-conscious Gen Z shoppers. (Bain & Company)
If you are looking for those brands, see our list of affordable quiet luxury brands.
4. What people search for: data from BLENIN
We sell quiet luxury and old money clothing, so we can see which searches bring people to our site. The data below comes from our own Google Search Console for 22 June to 21 September 2026, excluding searches for our brand name. It shows impressions, meaning how often our pages appeared in Google for each search.
Google impressions for blenin.shop, 22 Jun – 21 Sep 2026. Source: BLENIN Google Search Console.
Three things stand out:
- People say "old money", not "quiet luxury". Over a three-month period, our pages appeared for 651 different searches containing "old money" and only 19 containing "quiet luxury". The trend has a new name in the media, but shoppers still use the old one.
- Shoes lead the way. Five of the eight biggest searches above are about shoes: sneakers, loafers and sandals. Footwear is where most people start building the look.
- People want practical help. Searches like "old money color combinations" and "old money pants women" show that shoppers want simple rules they can copy, not just inspiration.
Our data reflects one store's visibility in Google, not the whole market. We share it because first-hand search data on this niche is hard to find.
Use these numbers
You are welcome to use the statistics on this page in articles, videos or research. Please cite the original source for third-party figures, and link to this page for BLENIN data:
Questions or a request for more data? Write to info@blenin.shop.
