Brands Like Loro Piana and the Best Alternatives to the Logo-Free Luxury Fashion of 'Succession'
Like many of you, I loved watching the show Succession for the storyline and their fashion. The series not only captivated me with its sharp dialogue and complex characters but also with its portrayal of understated luxury. From the minimalist tailoring to the impeccable knitwear, the wardrobe choices were as carefully curated as the plot twists, making the fashion a character in its own right.
As Succession showcases the prestige of logo-free luxury fashion, I will explain how you can achieve this style affordably. All items featured in this review are chosen independently by me.
Succession time is here again. For many, it’s an opportunity to sit back and watch the schemes and exploits of a billionaire family, vividly portrayed by Brian Cox, recent GQ cover star Jeremy Strong, Sarah Snook, Kieran Culkin, and the rest of their intriguing circle, where dysfunctionality escalates to an entirely new tax bracket. For fashion enthusiasts, however, it’s a prime chance to delve into the elite sartorial choices of the 0.01%. As the series approaches its fourth and final season, the trend of 'stealth wealth' fully emerges. The Roy family's everyday attire showcases logo-free fashion not just as a marker of wealth, but of extraordinary affluence.
Kendall Roy, portrayed by Jeremy Strong, is a major advocate of this understated luxury, captivating fans with his effortlessly chic style. His wardrobe is a masterclass in simplicity, featuring Brunello Cucinelli suits, a navy Loro Piana baseball cap, and a variety of Armani outerwear. His outfits are so iconic that the brands themselves have contributed to designing his wardrobe for the show. These pieces are the quintessence of modern billionaire attire. The true essence of 'stealth wealth' becomes apparent only when you discover the brands and their hefty price tags. As the adage goes, money talks, but true wealth whispers.
The trend of understated style is quickly gaining traction in menswear circles, with #stealthwealth nearing one million views on TikTok. As excitement builds with the new season of Succession, this number is expected to rise even further. The show has revitalized interest in old money aesthetics, prompting more refined and subdued collections from some of fashion’s most prestigious houses. Bottega Veneta and Valentino, both already adept at minimalist luxury, have embraced this move towards pared-back presentations, with their influence now spreading widely across the industry.
The 'stealth wealth' outfits showcased in the show aren't exactly aimed at its viewers, given that it satirizes the ultra-wealthy. The Roy family, unintentionally, has become the influencers that the cost of living crisis did not summon. This has sparked a new craving to invest even more than what the old, overtly-branded symbols of affluence demanded, shifting towards a minimalist style of dressing that would never be seen in economy class, or even on a commercial flight shared with others. This trend highlights a paradoxical emulation of a lifestyle far removed from the everyday viewer.
When it comes to brands similar Loro Piana and Brunello Cucinelli, the focus isn't on flashy items or bold colors. Instead, there's an unspoken agreement between observer and wearer that no expense has been spared in crafting these pieces, and that the wearer is only slightly less indulged. Indeed, if one of us were to don such attire, don't anticipate compliments on any logos; rather, expect subtle nods of recognition for the impeccable fit and fabric quality, noticeable even from a distance.
The essence of 'stealth wealth' has evolved. Originally, it thrived on the anonymity of brands that resembles Loro Piana, Brunello Cucinelli, The Row, and Tom Ford—labels that eschewed overt logos, embodying the 'if you know, you know' ethos. This subtlety resonated with those attuned to understated luxury. However, as public awareness of these brands has grown, their discreet designs have become recognizable indicators of affluence. Now, when a former U.S. president sports seemingly modest sneakers or an actor carries an unadorned accessory, informed observers can discern the true value and status these items represent.
Former U.S. President Bill Clinton, spotted in Loro Piana sneakers, exemplifies the allure of understated luxury. Image credit: Getty Images.
What fuels our fascination with these deliberately unrecognizable luxury brands? After all, a $2,500 cashmere sweater from these labels often appears strikingly similar to its $100 counterpart. The answer lies in the details. The elite brands showcased in Succession achieve what few others can: an unwavering dedication to perfection. From meticulously sourcing the rarest and most premium fibers on the planet to executing unparalleled craftsmanship, these labels offer a quality that stands in a class of its own. There’s something undeniably commendable in that pursuit of excellence.
Let’s be real: you don’t need to bankrupt yourself buying a suede bomber jacket just for the commute to work. Succession portrays the lives of people who could, in theory, never work a day in their lives and still be perfectly fine (Connor Roy, in the first season, embodied this to the extreme). But let’s not forget—it’s just a show. It’s not that deep. If Succession inspires you to embrace big-money dressing, there’s absolutely nothing wrong with that. Just do it in a way that works for your reality.
If the understated, logo-free style of wealth resonates with you, there’s good news: plenty of brands offer well-made wardrobe staples with heritage and pedigree comparable to the high-end labels featured in Succession, but at a fraction of the cost. You don’t need a billionaire’s budget to embrace timeless, refined fashion.
With today’s leaders in high-quality, premium menswear priced at eye-watering—and arguably unjustifiable—levels, it’s best to admire these collections as the museum pieces they are and shop elsewhere for your wardrobe staples. The old-money luxury aesthetic is in, whatever that means to you. Want to dress for Roy-family-level success without breaking the bank? These brands deliver exceptional quality and sharp cuts that rival the best. While they’re not exactly cheap, compared to a $15,000 coat, they’re an investment you’ll be glad you made.
Offbeat1
Offbeat1 redefines luxury by offering premium men’s and women’s baby cashmere sweaters at accessible prices. Known for their unparalleled softness, timeless designs, and exceptional quality, Offbeat1 positions itself as the perfect blend of elegance and affordability. Whether you’re looking for a wardrobe staple or a statement piece, Offbeat1 delivers the look and feel of high-end cashmere brands comparable Loro Piana and Brunello Cucinelli—without the extravagant price tags. It’s luxury for those who appreciate the finer things, made attainable.
Barena
Barena Venezia, established in 1993, has been a pioneer in "sprezzatura" and soft tailoring long before these terms became mainstream. The Venetian brand seamlessly blends subtle workwear elements with classic menswear staples, all through an Italian lens. This unique approach results in effortlessly stylish pieces that resonate with those seeking understated elegance.
Uniqlo
Uniqlo, particularly its Uniqlo U line, offers exceptional quality and construction that surpasses expectations for its price point. The Uniqlo U collection, designed by Christophe Lemaire and Sarah-Linh Tran, focuses on creating versatile, high-quality wardrobe essentials with a modern aesthetic.
Mr. P
With years of expertise in curating luxury fabrics, it’s no surprise that Mr Porter’s in-house brand, Mr P, delivers elevated menswear with finesse. Designed to embody year-round style, Mr P combines modern silhouettes with timeless appeal, drawing inspiration from the best luxury brands. The result? High-quality staples that offer sophistication without requiring you to break the bank. Perfect for building a refined, versatile wardrobe.
N.Peal
N.Peal began as a modest haberdashery and has since become a prominent British brand renowned for its high-quality knitted accessories and premium cashmere garments. Notably, N.Peal has been involved in the James Bond franchise, designing sweaters worn by Daniel Craig in films such as Skyfall, Spectre, and No Time To Die 007. This collaboration underscores the brand's commitment to luxury and timeless style.
Luigi Borrelli
Established in 1957, Luigi Borrelli is a family-run Neapolitan tailoring house renowned for its classic Italian cuts and exceptionally lightweight, comfortable materials. The brand's commitment to traditional craftsmanship and timeless elegance has solidified its reputation in the world of luxury menswear.
Johnstons of Elgin
If Italy is the go-to for tailoring, Scotland is the ultimate destination for knitwear—and Johnstons of Elgin exemplifies this tradition. A family-owned Scottish brand with centuries of expertise, Johnstons has mastered the art of crafting premium knitwear and accessories using high-quality wool and cashmere. Their collections offer an easy way to elevate your winter wardrobe, delivering luxurious warmth and refinement without relying on rare, high-altitude Andean fibers.
Lardini
A family-run Italian brand with a rich history in tailoring, Lardini blends tradition with modernity. The two siblings at the helm are dedicated to innovating Italian tailoring, experimenting with materials, cuts, and silhouettes to deliver refined pieces with a contemporary edge. Their sleek designs come at a more accessible price point compared to some of their high-end counterparts. Keep an eye out for their signature floral embellishments, a distinctive touch on their tailoring range that sets them apart.
Pringle of Scotland
For timeless knitwear, Pringle of Scotland is a standout choice. Holding a Royal Warrant since 1956, the brand is a favorite among everyone from royalty to football players. Known for its iconic Argyle print, Pringle creates well-crafted, durable pieces built to stand the test of time. It’s not uncommon to find their knitwear in second-hand stores, still in flawless condition—a testament to their enduring quality and craftsmanship.
Cavour
Hailing from Norway, Cavour delivers high-quality, meticulously detailed tailoring with a unique blend of Scandinavian minimalism and Italian craftsmanship. The brand often incorporates premium Loro Piana fabrics into its collections, offering the same luxurious quality but at a fraction of the cost compared to pieces directly from the original brand. Cavour is perfect for those seeking refined elegance without compromising on value.
Aurelien
Dutch brand Aurelien prides itself on exceptional quality and craftsmanship. Many of their garments and accessories are produced in the same factories as high-end designer labels but offered at a fraction of the cost. This commitment to value and excellence has led them to coin the term "smart luxury," perfectly encapsulating their approach to delivering premium fashion without the designer price tag.