Conscious consumption. Preserving local and family history. In 2024, the old money aesthetic won’t just be a niche online trend, but a cultural phenomenon that unites continents and competitors.

But come May of this year, the popular app became filled with a new trend: the “old money” aesthetic. Typically characterized by expensive vintage brands, modest clothing and light features ...

It's known as the "old money" aesthetic, which Jennings said pinpoints the conspicuous consumption that characterizes all fashion trends. The images of this aesthetic cropping up on social media ...

People in China are embracing quiet luxury. Some Chinese influencers have spent the summer curating tutorials on the old money aesthetic. Online retail platforms are also offering stealth wealth ...