As the fashion of business tycoons such as Samsung Electronics Chairman Lee Jae-yong and Hyundai Motor Group Chairman Chung Eui-sun draws attention, "quiet luxury" brands, which refer to logo-free luxury, are gaining popularity. In the global luxury market, demand is growing for brands that reveal value through materials, craftsmanship, and restrained design, rather than designs that flaunt logos or chase trends as in the past.
According to the business community on the 16th, Chairman Lee returned to Korea on the 13th through Seoul Gimpo Business Aviation Center (SGBAC) in Gangseo District, Seoul, after finishing his business trip to Europe. That day, Lee's airport fashion drew attention online. Over his suit, he wore a white padded vest, which was identified as a product by the Italian luxury brand Brunello Cucinelli. The price is about 5.6 million won.
The vest Lee wore had previously become a topic once before. In a YouTube video released in September last year showing a trip to Kyoto, Japan, Lee was spotted wearing the same item. At the time, Lee drew attention from internet users by visiting a ramen shop in Kyoto and dining alone, and the vest also gained word-of-mouth buzz. It is currently reported to be sold out.
Brunello Cucinelli is regarded as a brand representing quiet luxury in the global luxury market. It is characterized by emphasizing classic design and premium materials instead of flashy logo exposure. In particular, centered on top-grade cashmere products, it maintains a solid base of enthusiasts despite high prices.
With restrained designs focused on basics, it is called the "Uniqlo of billionaires" overseas. In 2016, Facebook founder and Meta CEO Mark Zuckerberg revealed his closet with several gray cotton T-shirts by Brunello Cucinelli worth about 400,000 won each. Not only Zuckerberg but also the late Apple founder Steve Jobs and Amazon CEO Jeff Bezos are known to favor the brand.
Earlier, last year, Chairman Chung Eui-sun also drew attention by wearing a product from the same brand. In October last year, at Kkanbu Chicken in Samseong-dong, Gangnam District, Seoul, Chung appeared at a chicken get-together with Nvidia CEO Jensen Huang and Lee wearing a Brunello Cucinelli goose-down vest. Priced around 5 million won, it features subdued colors and design without logo exposure.
In recent years, quiet luxury brands, including Brunello Cucinelli, have been on the rise in the global luxury market. As economic uncertainty grows and fatigue with conspicuous consumption accumulates, consumption that values taste and quality over overt brand display is spreading.
The old money look trend aligns with this movement. Old money is a term referring to wealthy people who have inherited wealth for generations. Inspired by the clothing of upper-class people who have enjoyed affluence over a long period, the style is based on premium materials and seeks designs in neutral tones that are not flashy and stay true to the basics.
In addition to Brunello Cucinelli, Loro Piana, The Row, and James Perse are brands that represent quiet luxury. Loro Piana is an Italian brand under the French luxury group LVMH and is synonymous with premium fabrics such as vicuña and cashmere. The Row and James Perse are American luxury casual brands known for premium materials and designs faithful to the basics.
Among business tycoons, Hotel Shilla President Lee Boo-jin has long been cited as a figure representing quiet luxury. Every time products she wears at official events or external schedules are revealed, they make headlines. Although her clothes and bags are all from luxury brands, in most cases the logos are not displayed. The colors, silhouettes, and designs are not flashy.
Recently, at her son Im's entrance ceremony at Seoul National University and at his high school graduation ceremony, Lee also drew attention with her subdued style. She wore a jacket and a coat from the French luxury brands Dior and Lanvin, respectively, featuring sophisticated designs in gray and black. Her bags were a Birkin, the signature model by Hermès, and the Numéro Un tote bag by the French brand Polène.