Luxury Italian fashion brand Loro Piana allows the ultra-wealthy to dress expensively whilst also avoiding an overt display of their elite status.
When it comes to deciding who wins a court case, usually fashion does not come into play. However, in Gwyneth Paltrow’s recent appearance at a Utah court, her outfits have sparked a bigger conversation about wealth.
Loro Piana, known as “Uniqlo for billionaires”, creates pieces that may seem like typical wardrobe choices to the ordinary eye, yet they hold an underlying message.
The brand is a representation of “stealth wealth” and of “soft power“. By “silently expressing old money status to people in the same circles”, the wearers are able to deceive.
Rather than wearing flashy and garish designer suits, Paltrow chooses to be more ‘relatable’ in court. For example, a cream turtleneck, classic green trench coat, and baggy brown pants gives her an approachable and unpretentious appearance.
Believe it or not, the cashmere turtleneck alone is priced at 1,220 euros ($1990 AUD).
Milton Pedraza, chief executive of the Luxury Institute, claims that the brand is “easily recognised by members of their tribe”. Therefore “everyone who should know, knows”. In this way, Paltrow is able to convey her wealth and privilege to her fellow rich peers. Yet, to the wider world she succeeds in appearing respectable, humble, and of course, innocent.
Paltrow ‘s non-threatening appearance communicates to the jury that she isn’t going to flaunt her wealth as a strategy to win the case. She is on their side.
On-screen Billionaires Follow Suit
Furthermore, the new season of Succession, a series all about high-class individuals fighting in a world of privilege, also features Loro Piana.
Character Kendall Roy (left) adorns a custom-made suede jacket. It’s simplicity contrasts with his brother-in-law’s chinos and crisp button-up. In this sense, Roy chooses to perfect his image so that he does not appear annoyingly rich. Even though he most definitely is.
Fashion has an insidious ability to influence people without them even realising. In the case of Loro Piana, these items are only worn by people who can afford them. A secret club of elites, with only the members knowing of its existence.
So, next time you see someone wearing a $40 Uniqlo shirt, look again.
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