“If you’ve got it, flaunt it” used to be the sartorial mantra. Take the famous Gucci Marmont belt as an example. In 2018, it's a $450 status symbol stamped on the bellies of celebrities, influencers, soccer moms and sorority sisters. However, a few years later, Gen Z deemed the accessory “trendy” and it quickly fell out of the zeitgeist.
This rejection of flashy logos eventually spread to all areas of fashion, and thus, the "quiet luxury" aesthetic was born. Obscure designer brands like The Row sold $2,000 logo-less bags to the fashion world's upper echelons; shows like Succession highlighted the understated fashion choices of the super-rich; around the same time, Sophia... Sofia Richie got married wearing custom Chanel and became the spokesperson of "quiet luxury".
Fashion trends by their nature ebb and flow over time. And, as far as "quiet luxury" goes, it sparked an equal and opposite reaction in the fashion world. When the temperatures drop in November 2023, the look adds a wintery feel. Vintage fur coats entered the fashion world as a means of style and warmth, becoming a catalyst for bolder clothing choices in the future.
The trend has evolved naturally in the new year, with stylists pairing their plush outerwear with eye-catching animal prints, oversized logos and fiery reds. Loud luxury, if you will, has officially entered chat rooms.
This way of dressing is rooted in overt glamour. As celebrity stylist Jay Hines points out, it's about walking "the line between luxury and tackiness." "It's all about the details. It's all about accessories, sunglasses and jewelry. It doesn't have to be a $10,000 jacket," he tells Bustle.
All of this can be summed up in one simple rule: more is more. Kendall Jenner, who has always kept a low profile, was one of the first celebrities to take the step. Fur jackets have become a mainstay in Jenner's winter wardrobe, and her $27,000 shearling coat is anything but subtle.
Kim Kardashian's love for designer logos is also a great example of this more flamboyant form of dressing. On the other hand, Real Housewives of New Jersey star Teresa Giudice can embody this, too, with her thick hair and deep appreciation for leather and jewelry.
The "Mob Wives" aesthetic is another indicator of this larger fashion shift, which aims to look a little tacky. Its widespread popularity has given fashion stars a newfound enthusiasm for smoky eyes, paired with vintage furs, big bangs and oversized gold jewelry.
The hashtag #mobwife has been viewed more than 224 million times on TikTok. Influencer and self-proclaimed "CEO of the Mob Wives Aesthetic" Sarah Arcuri has become a resource for those looking for a more glam style feel.
"I could never accept 'quiet luxury.' I just don't think it's who I am," Arcuri said. "If I buy a Louis Vuitton bag, it's going to have this logo on it. I guess I just naturally gravitate toward bold statement pieces."
Fashion psychologist Shakaila Forbes-Bell says this major shift is not just down to the swing of the fashion pendulum. In fact, it's almost a dopamine dressing.
"Sophisticated styles like those showcased in the 'Mob Wives' aesthetic are said to have a tension-releasing dimension because they allow people to escape into a character far removed from their typical day-to-day lives," Forbes-Bell tells Bustle.
This aesthetic shift goes beyond superficial changes or algorithms. At its core, it's about finding joy and excitement in your wardrobe. Essentially, we're making fashion fun again.
