The truth behind the old money aesthetic
Gossip Girl returns to Netflix and with it the fascination for the old money lifestyle: cocktail bars, masquerade balls, summers in the Hamptons become backdrop for the exhibition of ultimate aristocratic wealth manifested in clothes, shoes and bags. Within this context, St Andrews seems to fit right in. With its golf courses, monthly balls, and endless displays Barbour jacket and Hunter wellies, it embodies the aesthetic which has taken over Pinterest boards and TikTok feeds. Sometimes the viral compilations showcase the very events we attend! Are St Andrews students the new upper east siders?
The old money aesthetic is typically characterised by a quite luxury that is manifested through items of high craftmanship, in an ode to a sense of timelessness that moves away from flashy logos and trendy pieces towards a class and sophistication which is signature of the ‘old money’ generations. Beyond the actual clothes, it is the representation of a lifestyle which embodies ideas of tradition and legacy going past material possessions, which instead seem to be the focal point of ‘new money’, towards a subtle yet decadent innate elegance. This is exemplified by canonical brands such as Brunello Cuccinelli, Loro Piana, Ralph Lauren as well as Zadig & Voltaire for the edgier young generations. Gucci has also returned to this aesthetic with its latest rebranding: the new creative director Sabato De Sarno ditches Alessandro Michele’s exuberant camp style for a more polished look which sees the comeback of minimalist preppy designs with knit polos, A-line dresses and lots of wine-red leather.
But the old money aesthetic would not be as powerful without its IT girls (and boys): most likely nepo babies, sons and daughters of European billionaires or young royals who have become influencers, they share their fashion and lifestyle inspiring millions of people around the world. The prime example of this is Sophia Richie: from trendy LA girl to classy mature woman, her transformation went internet viral and she is now considered an icon of quite luxury. Her monochrome and pastel looks, sleek back bun and curated gold jewellery epitomise the idea of old money; her most worn brands include Hermès, The Row and Chanel. Not shying away from pops of colour and patterns, Richie finally dispels the idea that sophistication is exclusively achieved with a palette of sole neutrals. While so far, such style seems to be intrinsically tied to high end luxury pieces and designer items, this is far from the truth.
From the Gucci 2024 Spring Show (Courtesy of Vogue)
Fast fashion brands have jumped on the bandwagon and are using the resurgence of this aesthetic to sell preppy styles and minimal designs. While this allows for a similar look to be attained, it seems to go against the principle of old money itself: timelessness. Fast fashion pieces are bound to look cheap and most importantly have a short lifespan, meaning they are environmentally damaging and on the long run will be less cost effective. My suggestion is to invest in a capsule wardrobe with fewer but better-quality staple pieces that can be worn interchangeably. This does not mean they have to be expensive: from sample sales to charity shops, it is all about choosing good fabrics and craftsmanship!
According to TikTok, the key is looking like you would belong next to a vintage Porsche and a Tuscan villa, but I would argue that such vision of old money is stereotypical and antiquated. The youngest generations of old money are not secluded in decadent mansions but exist in the modern world; they love pairing traditional styles with edgier niche pieces and pops of colour, for a sophisticated yet cool look. This winter’s essentials include warm turtlenecks, thick knits, long wool coats, leather boots, tailed trousers and blazers paired with sneakers or kitten heels, all with a touch of red (the colour of the season).
The old money aesthetic has fascinated the world for years but especially in this increasingly materialistic world, it seems to have made a comeback. Whether you feel like leaning into the St Andrews stereotype or simply want to shift towards a more elevated mature style, this look it might be for you!