Style & Lifestyle

Quiet Luxury Brands That Celebrities Are Quietly Obsessed With

By Rachel WhitmanPublished: May 18, 2026

There's a shift happening in celebrity style that's hard to miss once you notice it. The logomania, the head-to-toe branded looks, the "louder = more expensive" flex — it's stepping back. In its place, something deliberately understated has taken over the wardrobes of A-listers, and it has a name: quiet luxury. The aesthetic is all about quality over flash, clean lines over chaos, and the kind of price tag that only people in the know can recognize.

It started getting serious mainstream attention through shows like Succession, where the Roys dressed in muted cashmere and tailored wool that whispered wealth rather than shouted it. But the celebrities who've been living this aesthetic? They were ahead of the curve long before it had a name.

Here's a look at the brands that keep showing up on the world's most photographed people — often without so much as a visible logo.

The Row – The Quiet Luxury Brand

If you ask anyone in fashion which brand defines quiet luxury right now, the answer is almost always The Row. Founded by Mary-Kate and Ashley Olsen in 2006, the label has spent nearly two decades perfecting the art of understated dressing. The pieces are minimalist, the palette is neutral, and the craftsmanship is the selling point — a The Row coat can retail for several thousand dollars and look, to the untrained eye, like a really good neutral coat. That's entirely the point.

Celebrities who've been spotted in The Row read like a who's who of the taste-forward crowd: Kendall Jenner, Hailey Bieber, Sofia Richie Grainge, Jennifer Aniston, and Margot Robbie have all been photographed in the brand. Sofia Richie Grainge's entire aesthetic became so associated with The Row and quiet luxury during her 2023 wedding press cycle that searches for the brand spiked noticeably afterward. It's become the shorthand for a certain type of effortlessly composed celebrity dressing — the kind that looks expensive because it is, not because it's screaming about it.

Loro Piana – Cashmere and Quiet Power

Loro Piana is an Italian luxury house with roots going back to the early 1800s, and it has quietly become the cashmere reference for celebrity wardrobes. Now owned by LVMH, the brand produces fabrics from some of the rarest fibers in the world — vicuña, baby cashmere, and their own proprietary wool blends — and their price points reflect it. A Loro Piana cashmere sweater can run $2,000 or more. A baby cashmere coat is in the five-figure territory.

What draws celebrities to Loro Piana is exactly what the quiet luxury aesthetic is built on: pieces that feel extraordinary without showing off. The branding is minimal — most pieces feature only a small monogram or no visible logo at all. On the street, it's indistinguishable from an expensive no-name piece to the uninitiated, but anyone who knows fabric recognizes it instantly. That duality — visible to those who know, invisible to those who don't — is deeply appealing to a generation of celebrities who are tired of being human billboards.

Brunello Cucinelli – The Philosopher-King of Soft Tailoring

Brunello Cucinelli is a brand and a person — and the person's story is part of what makes the brand fascinating. The Italian designer built his business in the medieval village of Solomeo, which he's spent decades restoring, and he talks openly about humanistic capitalism, ethical manufacturing, and the idea that luxury and ethics should coexist. That ethos has found a receptive audience among celebrities who want their luxury purchases to have a story behind them beyond just craftsmanship.

The clothes themselves — softly structured blazers, impeccable cashmere knitwear, relaxed tailored trousers in the kind of muted tones that go with everything — have become a staple in the off-duty wardrobes of actors and executives alike. George Clooney, a man who has dressed with quiet taste for decades, has long been associated with the brand. The label resonates particularly well with older Hollywood: actors and directors who've moved past the phase of dressing for attention and into dressing for themselves.

Bottega Veneta – The Anti-Logo Luxury Label

Bottega Veneta operates from a brand philosophy that's almost a direct rejection of the logo-heavy approach of its competitors: "When your own initials are enough." The house's signature intrecciato weave — a distinctive interlocking leather technique developed in the 1960s — is recognizable to luxury insiders without needing to display a brand name anywhere on the piece.

Under creative director Matthieu Blazy (following the widely celebrated tenure of Daniel Lee), Bottega has maintained its position as the quiet luxury leather goods destination of choice for celebrities who want to signal taste rather than wealth. Rihanna, who has never been afraid to wear something expensive, has been photographed carrying Bottega bags in contexts where she's dressed down rather than up — suggesting it's a real personal choice rather than a brand arrangement. Zendaya, Jennifer Lopez, and Angelina Jolie have also been consistently spotted with the brand's bags and shoes. The Jodie bag, the Cassette, and the intrecciato loafers all circulate through celebrity wardrobes in ways that feel authentic rather than promotional.

Toteme – The Scandinavian Minimalist Label Everyone Is Discovering

Toteme is a Swedish brand founded in 2014 by Elin Kling and Karl Lindman, and it's been growing in the celebrity consciousness precisely because it delivers quiet luxury aesthetics at a slightly more accessible price point than The Row or Loro Piana — though "accessible" is relative when a trench coat costs $800. The brand's design language is clean and functional, with an emphasis on quality basics: the perfect trench, the ideal wide-leg trouser, a scarf that manages to look like it cost more than it did.

What's been notable about Toteme's celebrity following is how organic it feels. The brand doesn't do flashy collaborations or obvious seeding campaigns in the traditional sense — it spreads through word of mouth among people who care about dressing well quietly. Hailey Bieber, who has become something of the defining face of the quiet luxury movement in celebrity culture, has been a consistent Toteme wearer. Rosé from BLACKPINK has been photographed in the brand. The typical Toteme sighting is an airport look or a low-key daytime outing — real clothes for real situations, just made very well.

Khaite – New York Cool Meets Uptown Ease

Khaite is a relatively younger label — founded by Catherine Holstein in 2016 — that has become a significant presence in celebrity wardrobes because it occupies an interesting middle ground: it feels accessible and modern in its design language but is unambiguously luxury in its price and craftsmanship. The brand's knitwear, in particular, has become something of a cult item. The contrast of body-conscious knit silhouettes against more classic tailored pieces is a signature that reads as both current and enduring.

Katie Holmes wearing a Khaite cashmere bra and cardigan set back in 2019 became one of the defining quiet luxury moments of the early social media era — an image that's still referenced when people talk about the brand's cultural impact. Since then, the brand's presence in celebrity dressing has only grown. The label now produces handbags that have developed their own collector following, which puts Khaite in the increasingly rare category of a young American label with genuine it-bag status.

Why This Trend Has Staying Power

The quiet luxury movement in celebrity fashion isn't just a passing aesthetic cycle. It reflects something real about where culture is — a collective fatigue with maximalism, with performance, with the idea that visibility equals value. For celebrities who live in a constant state of public documentation, the appeal of dressing in a way that isn't designed to be photographed is genuinely refreshing. The irony, of course, is that people photograph it anyway and obsess over it extensively — but the intention behind the outfit is different, and that difference shows.

The brands benefiting from this shift have been building their reputations for decades in some cases. They weren't designed for a trend cycle. They were designed for the long game, which is perhaps the most quietly luxurious thing about them.

FAQ

What is quiet luxury in fashion? Quiet luxury is an aesthetic built around understated, high-quality clothing that signals wealth and taste through craftsmanship and design rather than visible logos or flashy branding. The look is typically neutral in palette, minimal in detail, and expensive in fabric and construction. The idea is that people who truly know fashion can recognize the value — and those who don't, can't.

Is quiet luxury actually affordable? Most quiet luxury brands sit at the top of the price spectrum. The Row, Loro Piana, and Brunello Cucinelli are all genuinely expensive — we're talking $500+ for basics and several thousand for signature pieces. Toteme and Khaite are slightly more accessible but still luxury price points. High-street brands like Banana Republic, & Other Stories, and COS have responded to the trend with more affordable minimalist options that capture the aesthetic without the price tag.

Which celebrities are most associated with the quiet luxury look? Sofia Richie Grainge, Hailey Bieber, Kendall Jenner, Zendaya, and Jennifer Aniston are among the most frequently cited. Older-generation celebrities like Cate Blanchett, Angelina Jolie, and George Clooney have been dressing this way for years without it needing a trend name attached to it.

Quiet luxury has arrived at that interesting cultural moment where it's simultaneously mainstream enough to be everywhere and still exclusive enough to feel special. Whether you're shopping the real thing or finding your own version of the aesthetic, the appeal is universal: looking put-together without looking like you tried too hard. And honestly? That never goes out of style.