Quiet luxury brands make expensive clothes that do not announce themselves: no logos, neutral colours, exceptional fabric and precise cut. The best known for women are The Row, Toteme, Khaite, Max Mara, Brunello Cucinelli, Lemaire and Gabriela Hearst, with ME+EM as the most accessible British option. What unites them is that the quality is visible only up close, in the drape of a coat, the weight of a cashmere and the line of a trouser.
This guide explains what quiet luxury actually means, profiles ten labels to know, sets out the core pieces of a quiet luxury wardrobe, and explains how to spot the real thing when there is no logo to rely on.
Quiet luxury brands at a glance
| Brand | Founded | Base | Known for |
|---|---|---|---|
| The Row | 2006 | New York | Minimal tailoring, cashmere, the Margaux bag |
| Toteme | 2014 | Stockholm | Scarf coats, denim, monochrome |
| Khaite | 2016 | New York | Sculpted knits, leather, denim |
| Max Mara | 1951 | Reggio Emilia | The camel coat |
| Brunello Cucinelli | 1978 | Solomeo, Umbria | Cashmere |
| Lemaire | 1991 | Paris | Relaxed, utilitarian shapes |
| Gabriela Hearst | 2015 | New York | Responsible luxury, knitwear |
| ME+EM | 2009 | London | Tailoring, cashmere, AM-PM dressing |
| Emilia Wickstead | 2008 | London | Structured dresses, occasionwear |
| Erdem | 2005 | London | Romantic, print-led dresses |
What is quiet luxury?
Quiet luxury, also called stealth wealth and old money style, is a way of dressing in which value comes from material and construction instead of branding. The term spread widely in 2023, but the approach is far older: it describes how many established European houses have always worked. Its markers are consistent:
- No visible logos, and few recognisable hardware details.
- A neutral palette: camel, cream, grey, navy, black, chocolate.
- Natural fibres: cashmere, wool, silk, cotton, leather.
- Precise tailoring: shoulders that fit, trousers that fall cleanly.
- Longevity: pieces bought to wear for years, not a season.
Our old money style guide covers the wider look.
10 quiet luxury brands to know
The Row
Founded in New York in 2006 by Mary-Kate and Ashley Olsen, The Row is the label most associated with quiet luxury: long, minimal coats, fluid trousers, heavy cashmere and almost no visible branding. It sits at the top of the price range.
Toteme
Founded in Stockholm in 2014 by Elin Kling and Karl Lindman, Toteme brings a Scandinavian, monochrome version of the look: scarf-collar coats, straight jeans and knitwear in a tight neutral palette.
Khaite
Catherine Holstein launched Khaite in New York in 2016. It is known for sculpted cashmere, sharp leather and some of the most copied denim of recent years, with a slightly more sensual edge than The Row.
Max Mara
Founded by Achille Maramotti in Reggio Emilia in 1951, Max Mara is the original quiet luxury coat brand. Its camel coats are the reference point for every other camel coat on the market.
Brunello Cucinelli
Based in the Umbrian hamlet of Solomeo since the late 1970s, Brunello Cucinelli built its name on cashmere and remains the benchmark for knitwear in this category.
Lemaire
The Paris label led by Christophe Lemaire and Sarah-Linh Tran, Lemaire makes relaxed, utilitarian clothes in muted colours, with soft shapes that suit a less formal take on the look.
Gabriela Hearst
The Uruguayan-born designer launched Gabriela Hearst in New York in 2015. The label pairs quiet luxury with a strong focus on responsible materials, and is especially strong in knitwear and tailoring.
ME+EM
Founded in London in 2009 by Clare Hornby, ME+EM is the most accessible brand on this list, with blazers around $760 and cashmere knits from about $390 on Coveti. It shares the essentials: neutral colour, natural fibre, sharp tailoring and very little branding. Its Tailored Oversized Coat in Black ($1,180) is double-faced wool and cashmere, and the High Neck Relaxed Jumper in Mid Grey Melange ($530) is 100% cashmere. Read who is ME+EM and is ME+EM good quality.
Emilia Wickstead
The New Zealand-born designer founded Emilia Wickstead in London in 2008. Her structured, clean-lined dresses are the quiet luxury answer to occasionwear.
Erdem
Erdem Moralioglu founded Erdem in London in 2005. It is more romantic and print-led than the rest of this list, but its craftsmanship and lack of branding put it in the same conversation for dresses.
The quiet luxury wardrobe: 8 core pieces
- A camel coat: long and plain. The Crop Swing Coat in Camel ($900) is a shorter wool and cashmere version.
- A cashmere jumper: grey, cream and navy.
- A tailored trouser: wide and straight, in wool.
- A crisp white shirt: the Perfectly Proportioned Shirt in Blue ($390) is the blue poplin alternative.
- A structured blazer: the Contour Tux Blazer in Black ($760) is wool with tonal satin lapels.
- Straight dark jeans.
- A silk blouse: matte, not shiny. The Silk Cotton Cloud Layering Shirt in Chocolate ($340) is new this week.
- Leather loafers and a plain leather bag.
See also our guides to women’s pant suits and layering a shirt under a jumper, the two quiet luxury techniques that matter most.
How to spot quiet luxury quality
- Read the label. Check the fibre content: 100% cashmere, 100% wool, 100% silk. A blend is not always worse, but you should know what you are paying for.
- Feel the weight. Good wool and cashmere feel dense, not thin and airy.
- Check the seams. Pattern should match at the seams, and the stitching should be small and even.
- Look at the lining. A fully lined coat and blazer, with a viscose lining, hangs better.
- Look at the buttons. Horn and corozo are signs of care; thin plastic is not.
Read more on one of the names above in who is Max Mara, is Max Mara worth it and brands like Max Mara.
Frequently asked questions
What are quiet luxury brands?
Quiet luxury brands make high-quality clothing without visible logos, using neutral colours, natural fibres and precise tailoring. The best known include The Row, Toteme, Khaite, Max Mara, Brunello Cucinelli and Lemaire.
Is ME+EM quiet luxury?
ME+EM shares the core traits of quiet luxury, including neutral colours, cashmere, wool tailoring and minimal branding, at a lower price than The Row and Brunello Cucinelli. It is best described as accessible quiet luxury.
What is the most famous quiet luxury brand?
The Row, founded by Mary-Kate and Ashley Olsen in 2006, is the label most closely associated with quiet luxury. Brunello Cucinelli and Loro Piana are the best-known Italian names.
What colours are quiet luxury?
Camel, cream, ivory, grey, navy, black and chocolate brown. Colour is used sparingly, usually as a single piece.
Is quiet luxury still in style in 2026?
Yes. The principles of quiet luxury, quality fabrics, no logos and long-lasting pieces, have become a permanent way of dressing for many women and are not tied to a single season.
What is the difference between quiet luxury and old money style?
They overlap. Quiet luxury focuses on the quality of the clothes and the absence of logos; old money style adds heritage references such as tweed, cable knits and equestrian details.
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