Gwyneth Paltrow has long been a figure of fascination in the fashion world, but the notion of her as the poster girl for “quiet luxury” seems somewhat misplaced. The term “quiet luxury” has gained traction recently, epitomized by understated, high-quality pieces that whisper wealth rather than shout it. Think of the $600 wool turtlenecks from G. Label or the $1,090 crepe trousers from The Row. These items are devoid of logos, focusing instead on the richness of the materials and the subtlety of the design. They convey a message of affluence without the need for ostentation.
The trend has been widely covered by major outlets like Vogue, Forbes, and TIME Magazine. It’s often linked to characters like Shiv Roy from “Succession” or even Paltrow herself during her recent trial. The idea is that these pieces suggest a life so rich that the wearer has transcended the need for flashy clothing. However, the buzz around “quiet luxury” raises the question: how quiet can a trend be if it’s so widely discussed?
Some argue that the popularity of “quiet luxury” signals a move towards sustainability—buying fewer, better-quality items that last longer. Yet, the proliferation of “quiet luxury for less” articles featuring fast fashion dupes from brands like Zara and ASOS suggests otherwise. It points to an unsustainable form of class performance, where the appearance of wealth is more important than the actual quality or longevity of the items.
Letitia García, writing for El País, notes that fashion often serves as a form of individual expression and a reflection of the present. However, at its core, it is driven by aspiration—the desire to emulate celebrities or to be perceived as belonging to a higher social class. García argues that “quiet luxury” is less about aesthetics and more about the material aspect. It’s not the clothing itself that people covet, but the wealth it represents.
This concept isn’t new. Before the era of “quiet luxury,” there was the trend of “no-makeup” makeup, which aimed to create a natural look using minimal products. Brands like Merit Beauty, Kosas, and Saie Beauty have built their reputations on this idea, offering products that promise to enhance natural beauty without appearing overly made-up. However, achieving this “natural” look often involves a significant amount of behind-the-scenes work, including skincare routines, cosmetic procedures, and even plastic surgeries.
Katherine Power, founder of Merit Beauty, exemplifies this trend. In an ad for her brand, she applies a combination of foundation-concealer, highlighter, blush, brow pomade, mascara, and lip oil, all in the name of achieving a “Five Minute Morning” look. Despite the minimal makeup, her flawless skin and sharp features suggest a more extensive beauty regimen involving skincare products and possibly cosmetic procedures.
The rise of minimalist makeup brands mirrors the growth of in-office cosmetic interventions. The number of Americans using facial fillers has more than doubled from 1.8 million in 2010 to 3.8 million in 2019, with the trend continuing to rise. This suggests that the “natural” look is often anything but natural, requiring significant effort and expense to achieve.
The same can be said for “quiet luxury.” The trend allows the wealthy to enjoy the benefits of their affluence without the overt display of wealth. It’s a form of stealth wealth, where the lack of visible effort becomes a status symbol in itself. This is similar to how elites might avoid wearing coats because they have personal drivers to keep them warm, or how they might wear minimal makeup because they’ve outsourced their beauty routines to dermatologists and plastic surgeons.
Gwyneth Paltrow, despite her association with high-end fashion and wellness, doesn’t quite fit the mold of the “quiet luxury” poster girl. Her style has always been more about making a statement, whether through her Goop brand or her red carpet appearances. While she may wear expensive, understated pieces, her overall persona is far from the subtlety that “quiet luxury” demands.
In a world where economic inequality is more pronounced than ever, the trend of “quiet luxury” feels somewhat out of touch. It suggests a form of wealth that is both invisible and unattainable for most people. While embodying the beauty ideal or possessing wealth can confer certain privileges, the idea of adopting an aesthetic of invisible labor and wealth performance seems regressive.
Ultimately, the fascination with “quiet luxury” and minimal makeup speaks to a broader cultural obsession with appearing effortless. However, this appearance often requires significant effort and resources, making it accessible only to a privileged few. In this context, Gwyneth Paltrow, with her high-profile lifestyle and penchant for making bold statements, was never truly the poster girl for “quiet luxury.”
