They said boomers wouldn’t change. They said they’d cling to loud logos, gold-plated belt buckles, and department store suits forever. But guess what? In 2025, the quiet luxury wave is crashing hard—and boomers are riding it straight into their second (or third) act. Turns out, you don’t need a Gucci monogram the size of a dinner plate to prove you’ve made it. Sometimes, the flex is in the fabric. The cut. The lack of branding. The whisper of “money” that only other rich people can hear.
This new chapter of boomer style isn’t about flash—it’s about finesse. These are the brands that ditch the logos, double down on craftsmanship, and look like generational wealth got a capsule wardrobe. Whether they’re dressing for estate planning brunch or a board meeting they no longer have to attend, boomers are curating closets that say, “I’ve arrived—and I’m not shouting about it.” Here are 15 quiet luxury brands they’re flocking to this year, one silk-lined sleeve at a time.
1. Brunello Cucinelli
Brunello Cucinelli has long been the epitome of understated elegance, and in 2025, it’s more popular than ever among boomers seeking quality over ostentation. Known as the “king of cashmere,” Cucinelli’s designs focus on impeccable tailoring and luxurious materials that speak volumes without shouting. Angelina Jolie’s appearance at the 2025 Cannes Film Festival in a custom Brunello Cucinelli gown highlighted the brand’s commitment to quiet luxury, showcasing how its pieces exude sophistication without the need for flashy logos. According to Marie Claire, Cucinelli’s popularity stems not only from his designs, but from his commitment to ethical production and a slower, more intentional approach to fashion.
Boomers appreciate the brand’s dedication to ethical craftsmanship and timeless design. The neutral palettes and classic silhouettes align perfectly with their desire for investment pieces that transcend trends. Brunello Cucinelli’s approach to fashion resonates with those who value substance over flash, making it a go-to for the discerning boomer in 2025. It’s not just a sweater—it’s a lifestyle flex for those who know better than to shout about it. And let’s be real, a $4,000 cashmere jacket that doesn’t scream a logo is the kind of stealth wealth move boomers are absolutely here for.
2. Loro Piana
Loro Piana, the Italian luxury brand renowned for its ultra-soft cashmere and minimalist designs, has become a favorite among boomers embracing the quiet luxury trend. In 2025, the brand is stepping into the spotlight, gaining recognition for its commitment to quality and understated elegance. Per Vogue, Loro Piana’s growth has exploded this year, particularly as red carpet fashion shifts away from sequins and toward serene silhouettes.
Boomers are drawn to Loro Piana’s focus on craftsmanship and the use of the finest materials. The brand’s pieces, often devoid of overt branding, offer a sense of exclusivity and refinement that aligns with the boomer generation’s appreciation for timeless style. Loro Piana’s rise in popularity among boomers signifies a shift towards valuing quality and subtlety over conspicuous consumption. Their outerwear says, “I own a vineyard,” without ever having to mention Napa. And honestly, when you touch one of their vicuña scarves, it feels like petting an angel—if angels were spun from $7,000 bolts of fabric.
3. The Row
Founded by Mary-Kate and Ashley Olsen, The Row has solidified its place as a leader in the quiet luxury movement. In 2025, the brand continues to captivate boomers with its commitment to minimalist design and exceptional craftsmanship. As The Times reports, The Row has earned cult status among those who appreciate elevated basics, especially in an era where less truly is more.
Boomers appreciate The Row’s focus on timeless pieces that prioritize quality over flashy trends. The brand’s clean lines, neutral color palettes, and luxurious fabrics resonate with those seeking sophistication and longevity in their wardrobes. The Row’s ability to blend modernity with classic elegance makes it a top choice for boomers embracing quiet luxury. It’s the kind of label that whispers “trust fund” with every hemline. You won’t see it on a billboard, but you might spot it quietly conquering the front row of a charity gala or two.
4. Max Mara
Max Mara, the Italian fashion house known for its classic coats and refined tailoring, has seen a resurgence among boomers in 2025. The brand’s dedication to timeless design and high-quality materials aligns perfectly with the quiet luxury ethos. According to Page Six, Max Mara’s return to prominence is directly tied to the “stealth wealth” aesthetic gaining traction with older consumers looking to polish their style without chasing trends.
Boomers are drawn to Max Mara’s elegant silhouettes and neutral tones, which offer versatility and sophistication. The brand’s pieces serve as investment staples that transcend seasonal trends, appealing to boomers’ desire for enduring style. Max Mara’s commitment to understated luxury makes it a go-to for those seeking refined, classic fashion. Their signature camel coats have become quiet status symbols in upscale retirement enclaves. It’s not about flaunting wealth—it’s about dressing like you’ve had it for decades.
5. Khaite
Khaite, the New York-based brand known for its modern take on American sportswear, has captured the attention of boomers in 2025. The brand’s emphasis on quality fabrics and tailored silhouettes aligns with the quiet luxury movement. As noted by Who What Wear, Khaite’s success comes from blending urban chic with heritage craftsmanship, making it irresistible to a generation that values both comfort and credibility.
Boomers appreciate Khaite’s ability to blend contemporary design with timeless appeal. The brand’s pieces offer a sense of effortless sophistication, making them ideal for those seeking to invest in versatile, high-quality garments. Khaite’s rise among boomers signifies a broader shift towards valuing craftsmanship and subtle elegance in fashion. Their knits say, “I know my Roth IRA is looking good,” and their denim? It’s the kind of fit that looks just as great on the Upper East Side as it does in Napa. For boomers reimagining their wardrobes, Khaite is where the vibe starts and the flex ends.
6. Bottega Veneta
Bottega Veneta, renowned for its signature Intrecciato weave and commitment to craftsmanship, continues to be a favorite among boomers in 2025. The brand’s focus on understated luxury and timeless design resonates with those seeking quality over conspicuous branding.
Boomers are drawn to Bottega Veneta’s minimalist aesthetic and dedication to artisanal techniques. The brand’s pieces offer a sense of quiet sophistication, aligning with the desire for investment-worthy fashion that transcends fleeting trends. Bottega Veneta’s enduring appeal among boomers underscores the lasting value of subtle elegance in luxury fashion. It’s not about having the loudest look at the country club—it’s about wearing something that only other Bottega fans will recognize (and silently respect). The handbags are practically status winks. Even the shoes whisper “I read Proust for fun.” This is fashion for people who don’t need to prove anything—because they already did, back in ’83.
7. Toteme
Toteme, the Stockholm-based brand known for its minimalist designs and neutral palettes, has gained popularity among boomers embracing quiet luxury. The brand’s focus on timeless silhouettes and high-quality materials appeals to those seeking refined, versatile pieces.
Boomers appreciate Toteme’s commitment to creating wardrobe staples that prioritize longevity and understated elegance. The brand’s pieces serve as the foundation for a sophisticated, minimalist wardrobe, aligning with the quiet luxury ethos. Toteme’s rise among boomers highlights a broader trend towards valuing simplicity and quality in fashion. These are clothes that say, “I’ve been to Copenhagen… twice,” without screaming it. The coats are clean, the lines are sharp, and the branding is nearly invisible. Think: Swedish design, but wearable. And if you know, you know—and that’s exactly the point.
8. Celine
Celine, under the creative direction of Hedi Slimane, continues to captivate boomers with its sleek, minimalist designs. The brand’s focus on clean lines, neutral tones, and impeccable tailoring aligns with the quiet luxury movement.
Boomers are drawn to Celine’s ability to blend modernity with timeless elegance. The brand’s pieces offer a sense of refined sophistication, making them ideal for those seeking investment-worthy fashion that transcends trends. Celine’s enduring appeal among boomers underscores the lasting value of subtle, high-quality design. The blazers are sharp enough to intimidate a boardroom but soft enough to wear to brunch. It’s got that French nonchalance—like you just woke up looking polished. Accessories? Discreet, deadly chic, and very much not for beginners. Celine is a boomer’s reminder that confidence has no expiration date.
9. Gabriela Hearst
Gabriela Hearst, known for her commitment to sustainability and timeless design, has become a favorite among boomers embracing quiet luxury. The brand’s focus on high-quality materials and ethical production resonates with those seeking meaningful, investment-worthy fashion.
Boomers appreciate Gabriela Hearst’s dedication to creating pieces that prioritize both style and substance. The brand’s minimalist aesthetic and focus on craftsmanship align with the desire for fashion that transcends trends and supports sustainable practices. Gabriela Hearst’s rise among boomers highlights a broader shift towards valuing ethical, timeless design in luxury fashion. These are clothes with conscience, but also with cashmere. Her pieces feel heirloom-worthy—because they’re made to last and feel good doing it. Boomers especially love the mix of refined silhouettes and quiet activism. You don’t just wear Hearst—you wear your values, tucked into a tailored trouser.
10. Jil Sander
Jil Sander, the German fashion house known for its minimalist aesthetic and impeccable tailoring, continues to resonate with boomers in 2025. The brand’s focus on clean lines, neutral palettes, and high-quality materials aligns with the quiet luxury movement.
Boomers are drawn to Jil Sander’s commitment to creating timeless pieces that prioritize quality over flashy trends. The brand’s understated elegance and attention to detail make it a go-to for those seeking refined, investment-worthy fashion. Jil Sander’s enduring appeal among boomers underscores the lasting value of minimalist design in luxury fashion. There’s a certain calm that comes with wearing Jil—it’s like a meditation in merino wool. Her suits don’t shout—they nod politely and move through the world with quiet power. Think: German engineering, but for your wardrobe. It’s no wonder boomers with design pedigrees and deep pockets are lining up.
11. Ralph Lauren Purple Label
Ralph Lauren’s Purple Label, the brand’s most luxurious line, has become a favorite among boomers seeking timeless elegance. The line’s focus on classic tailoring, high-quality materials, and understated design aligns with the quiet luxury ethos.
Boomers appreciate the Purple Label’s commitment to creating pieces that prioritize longevity and sophistication. The line’s refined aesthetic and attention to detail make it ideal for those seeking investment-worthy fashion that transcends trends. Ralph Lauren’s Purple Label continues to resonate with boomers embracing quiet luxury. It’s the kind of label that whispers “old money,” even if you just sold your tech startup last year. The suits are as polished as they are plush, and the knits feel like they were spun by aristocrats. There’s an undeniable sense of American heritage—refined, nostalgic, and seriously high-end. It’s what Jay Gatsby might wear if he finally chilled out and hit his 70s.
12. Zegna
Zegna, the Italian luxury menswear brand known for its impeccable tailoring and high-quality fabrics, has gained popularity among boomers in 2025. The brand’s focus on timeless design and understated elegance aligns with the quiet luxury movement.
Boomers are drawn to Zegna’s commitment to craftsmanship and classic silhouettes. The brand’s pieces offer a sense of refined sophistication, making them ideal for those seeking investment-worthy fashion that prioritizes quality over trends. Zegna’s enduring appeal among boomers underscores the lasting value of subtle elegance in luxury fashion. Their sport coats basically say, “I just got off a private flight, but I’d never tell you that.” The fabrics? Silky, structured, and deeply Italian. Zegna is what happens when you want your clothes to feel like a well-aged Barolo. Understated, but unmistakably elite.
13. COS
COS, the London-based brand owned by H&M, has emerged as a leader in accessible quiet luxury. In 2025, the brand’s focus on minimalist design, high-quality materials, and timeless silhouettes has resonated with boomers seeking refined fashion at a more approachable price point.
Boomers appreciate COS’s commitment to affordability without sacrificing design integrity. The cuts are architectural, the color palettes refined, and the vibe is very much “I shop like an architect.” COS makes it easy to build a capsule wardrobe that looks three times the price. It’s for boomers who want the look of The Row without the $3,000 cardigan. Clean, crisp, and quietly confident, it’s no surprise that COS has become a gateway brand for boomers making their quiet luxury debut. And bonus: it looks great whether you’re on a yacht or in a Whole Foods parking lot.
This article is for informational purposes only and should not be construed as financial advice. Consult a financial professional before making investment or other financial decisions. The author and publisher make no warranties of any kind.
