The Relatability of Quiet Luxury

"With three custom Chanel dresses for one wedding weekend, is wealth really whispering?"

The reaction to Sofia Richie’s April 22 wedding has been the trending topic of social media for nearly five weeks. In the South of France, the 24-year-old daughter of singer Lionel Richie, married wealthy music executive Elliot Grainge in a celebration of over-the-top extravagance.

Complete with a bought out five-star resort and three custom Chanel dresses, Maureen Renee, a well-known Missouri wedding planner and social media influencer has estimated the price of the lavish affair to have cost the couple at least 4 million dollars.

Despite Gen Z's habitually lackluster response to such extravagance, the socialite has quickly turned into TikTok’s newest cover girl for young people’s current fashion fixation; the “old money” aesthetic.

The term “old money” has been a point of fascination for decades. Think of shows like Gossip Girl. Even older movies like The Great Gatsby and Titanic allude to the aesthetic’s staples: “Quiet luxury” designer items like polos and an array of cotton, linen, and tailored pieces. The style rarely features loud prints or brand logos, as the most notable trait of the “old money” aesthetic is its subtlety, hence the age-old phrase: “Money talks- wealth whispers.” 

But with three custom Chanel dresses for one wedding weekend, is wealth really whispering?

Alike to Richie, Kourtney Kardashian’s lavish Italian wedding to singer Travis Barker, which was documented in a Hulu mini-series that aired on April 13, received mixed reviews. Kardashian, who was dressed by Dolce and Gabbana, received backlash for their nontraditional and “costly” wedding, with many commentators dismissing the couple for their extravagance.

“Sofia’s wedding buzz is proof people don’t hate the rich. They just hate the ‘trashy rich’ like the Kardashians,” said one Reddit user on a thread regarding the event. It is interesting to render why two women from alike backgrounds, moreover, weddings alike in cost, received such contradictory responses.

Richie is not actually old money, in the traditional sense, nor was her wedding an example of “quiet luxury,” in the least. Nevertheless, her traditional fashion taste and "relatable vibe" is exactly why she has gained two million TikTok followers in less than a month.

In Richie’s first TikTok, a surprisingly toned down, “Get ready with me,” video was shot in poor lighting from her hotel bathroom. Richie, without makeup and hair still wet from a shower, gave her followers a “behind the scenes,” look of her wedding weekend as she tried on different outfits and jewelry for her rehearsal dinner.

Despite a colossal monetary gap between Richie and her audience, many users claim the footage gave her a “girl next door” persona. “She went from being a LA nepo baby model to THIS,” commented one TikToker on the video, which now has over twenty million views.

“She’s so relatable in these videos, even though she’s so not relatable,” says fashion influencer and TikTok commentator Stephanie Teliji. “She’s genuine and not showing off– and people love it. These types of celebrities just tend to do well.”

By allowing her fans an intimate glimpse into her wedding weekend, Richie is building a deeper connection with her audience, and humanizing herself in a way that feels authentic. 

The Storyteller, a popular PR and media agency, adds, “This type of engagement is highly sought after in today’s fast-paced digital landscape and is a testament to Sofia’s ability to stay ahead of the curve when it comes to social media trends.”

So maybe Richie’s likeness boils down to a carefully calculated PR move? The Kardashians on the other hand seem to be taking all the heat. Despite attempting to give off a “relatable” persona in ways like sharing personal aspects of their lives on their long-running reality show, “Keeping Up with the Kardashians,” their likeness continues to plummet.

It also seems as though we’ve forgotten about Richie’s notable past relationship with Kourtney Kardashian's ex and father of her children, Scott Disick. After all, wasn’t it just three years ago when Sofia’s "stereotypical LA influencer” style was compared similarly to that of Kourtney’s?

“It’s kind of problematic,” says influencer commentator Alice Shmitt. “At the end of the day, they’re both extremely rich and privileged, it’s how they perceive themselves that makes all the difference.”

Of course, fashion is also a factor. The phrase, “stealth wealth,” which is mentioned several times in the comments of posts regarding Richie’s style, instantly comes to mind. The meaning of the phrase is as simple it sounds; dressing like a rich person in a way that exudes luxury. It’s subtle, and involves wearing minimal brand names and logos.

Interestingly, subtlety in fashion is not a trait Kourtney Kardashian is known for, as she’s often seen dawning expensive, brand name pieces like luxury handbags and monogrammed sunglasses. Richie opts for equally expensive items, but alludes to the price tag with unmarked tweed blazers and white linen pants.

Essentially, the epitome of the “old money” trend implies looking like you have money without flaunting dollar signs. For the average young person who’s coming of age in an era of post covid inflation and rising student debt, designer wear and excessive displays of logos is simply unattainable, making “stealth wealth,” and the old money aesthetic more achievable for the average American.

It's also worth noting the increased popularity of vintage thrift shops and secondhand clothing sites in recent years. The RealReal reports a 44 percent rise in items purchased in 2022, and Gen Z visits TheRealReal 35 percent more than they did last year — the greatest growth of any generation demographic. Maybe a trend that gives off fashion forward on a budget is the true relatability Sofia Richie is giving us.

Though Richie has seemingly become the face of the aesthetic, social media's obsession with musical artist Lana Del Rey’s timeless fashion and resurfacing images of stars like Jackie Kennedy and Audrey Hepburn put in montage to the tune of jazz music and re-shared on TikTok, is further proof a major shift in fashion is near.

There’s no doubt more celebrities will follow suit, as it seems we’re seeing a shift in the influencer and celebrity world. Because relatability appeals to fans, they've altered what they show them in their everyday lives. It's all about keeping it real–rather than simply the glamour.