The “old money”The new decade will see aesthetic make a comeback, a reverse of the 2010 new money trends.
This trend is becoming more prominent in fashionGen Z and millennials are interested in decorating, hobbies, and other aspects of their lives.
It’s nostalgic and aspirational. It reflects an economy that has seen a lot of change in a short time.
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Prep is back and it’s bigger than ever.
Think WASPy dinners, country clubs, summer sailboat vibes, and more Gen Z and millennials have developed an appreciation for the outdoors over the past year. “old money”A romanticized aesthetic that romanticizes the aristocratic upper class lifestyle and a certain type of privilege that is untouchable by many.
It says a lot about what people disliked about the decade we just left behind — and what we want the next one to look like.
The aesthetic first gained acceptance among Gen Z, who took TikTok as their platform to share “old money”Inspiration: Polo, croquet and lush gardens. These scenes were the inspiration for both fashionDecor: Gucci crossbody bags, riding boots, floral wallpaper, and lots more vintage. Millennials also took up leisure-class hobbies such as sailing and golfing in the ’90s “solitary leisure”Days of quarantine
In some ways, it’s a rejection for the casual, new money look of the 2010s, as shown by Instagram influencers, and the hoodie-wearing, millennial billionaire classes. It’s also a practical result of how a shortage of supply and a lockdown have changed the economy in ways which will last forever. In another sense, it is an expression of escape from the traumatic events in the young 2020s and towards a nostalgia for a different time.
Old money fashionIt is aspirational
Social media is dominated by tweed blazers, tennis skirts, and Oxford shirts. Ralph Lauren campaign ads are being plastered from Gen Z’s ’90s and vintage tennis photos all over TikTok and Instagram — and they’re spending big to recreate the looks.
Vox’s Rebecca Jennings reported the first time on the issue “old money”The aesthetic in fashionGen Z is a lustful bunch. “the unapologetically pretentious Ivy League-slash-Oxbridge fourth-cousin-of-a-Kennedy country club vibe.”
Insider was told by Morgane Le Caer (content lead at Lyst) that TikTok users are rediscovered prep. The fashionPreppy styles are in high demand on the search platform. In the week ended September 24, leather loafers searches increased by 28%, pleated pants by 16% and Peter Pan collar shirts 23%, while pearl necklaces were up 29%.
The trend is also known by the name “dark academia”Or “light academia”La Caer said that it all depends on the setting. “It embodies the socialite lifestyle represented in culture by shows and films such as ‘Gossip Girl’ and ‘The Talented Mr. Ripley,’ and is the perfect opposite to the ‘California Rich’ aesthetic that was made popular by the Kardashian family,”She spoke.
It’s also an answer to the casual. outfitsThis is the new millennial millionaire class: Dressing in the polished style of a northeastern Socialite is ultimately a rejection to the tech CEO’s hoodie, sneakers ensemble.
Old money on the walls
The old money aesthetic is also making its way into homes.
The first to take root was the posh look with the “grandmillennial”Some millennials are drawn to pre-pandemic decor, rich in porcelain figurines and English antiques, chintz wallpaper and brocade curtains. They were seeking décor inspiration everywhere from English country houses to neo-preppy brands like Rodarte.
This maximalist look was created in response to the minimalist, neutral trend that dominated Instagram’s early days. It grew during the pandemic when millennials and Gen Z swapped mass-market decor for vintage furniture. This was partly due to supply chain issues and partly because they were looking for stylish and sustainable items.
Vintage furniture is very popular right now.
Brandon Colbert Photography/Getty Images
The pandemic changed the look from one that was fashionable to one that is more comfortable. The Wall Street Journal has some great advice for decorating with. “old money tastefulness.”
Both trends have the same classic appeal, said Alexandria Kochinsky, who runs a grandmillennial inspo Instagram account as well as a home organization service, but how they manifest in fashionThe distinction between decor and design is important.
She explained to Insider that the grandmillennial aesthetic carries the air a grandparent or grandparent would have, while the old money aesthetic is more appealing to a younger audience.
“Old money is about projecting an impressive born-into-it wealth, whereas grandmillennial can be more sentimental and approachable,”She spoke. “If I were to personify the two, I’d say Blair Waldorf is a good example of the old money aesthetic, and Zsa Zsa Gabor is grandmillennial.”
Old money leisure has taken over
Country clubs, yacht clubs, as well as old money hobbies such as golfing and boating, have experienced a boom.
These pastimes took the place of group activities such as concerts, amusement parks, bars, and restaurants during quarantine. They remained popular even after the economy reopened, despite people becoming more cautious about indoor activities due to the highly contagious Delta variant.
According to the National Marine Manufacturers Association (NMMA), boat sales in the US reached a 13-year high last ye, with younger boat buyers leading the charge. Online resource Discover Boating saw site traffic increase by 90% year-over-year through May among those ages 18- to 24-years-old, with millennials comprising the largest number of visitors overall. Experts predict that the interest will continue to rise for a long period.
Golfing is a popular old-money sport.
Bob Thomas/Getty Images
Similar events are taking place on the green. According to Golf Datatech, the biggest increase in US golf play since 1998, when the industry market research company started tracking the data, was 14%. According to data from NPD Group, golf equipment spending is on the rise with nearly 50% more retail sales in June, July, August than two years ago.
The game is particularly appealing to millennials. According to Nextgengolf and GGA Partners, 60% of golfers said the pandemic made golf more important. It found that millennials are also more willing to invest their time and money in the country club lifestyle, favoring private clubs — a key part of the old money lifestyle.
The search for nostalgia is the old money aesthetic
While the rise of the old money aesthetic may be a story of aspiration, it is really rooted in a desire to feel nostalgic. Research has shown that nostalgia is more common in times of instability.
This explains why nostalgia marketing reached a fever pitch during a pandemic and why the wealthy have turned their attention to collecting as a hobby. It also explains why Gen Z created the Y2K craze. The new nostalgic trend of the old money aesthetic is a throwback to a time when WASP culture was dominant.
This is a return to the classic vibes that have characterized the past decade, including the tech billionaires, influencer class and even the experience economy.
However, the technology of the 2010s is now a part of everyday life for younger generations. They are relying on the same platforms for inspiration that spawned these trends. And. ironically,They want to look like they have inherited wealth, but they are ignoring actual generational wealth as income inequality rises during the pandemic.
Kurt Andersen wrote the following in his 2020 book: “Evil Geniuses,”This article explored how postwar economic changes encouraged nostalgia after the 1960s. “It is ironic how digital technology — newness incarnate, the essence of the present and future — has reinforced our fixed backward stare and helped mesmerize us into cultural stasis.”
The rise of the old-money aesthetic is at its core a search for a different period than the one that we are currently in, an escape from the traumas of an unprecedented time.