HBO’s “Succession” is not just a popular TV show with fans, but it has also popularized the niche trend within minimalist fashion, known as “stealth wealth.” This style features understated, polished clothing and emphasizes quality and discretion. For superfans of the show, the logo-less clothing worn by the characters has become an Easter egg-style game of identifying the brand behind the styles, which are typically luxury brands like Loro Piana, Brunello Cucinelli, Tom Ford, Ralph Lauren and others.
While “stealth wealth” has been around for a while, it has gained new popularity thanks to the hit TV show, which is airing new episodes of its final season. The wardrobe of the characters has fueled demand for many of those understated products. The costumes of the show have worked because of their authenticity to the characters and how they don’t distract from the dialogue.
“Succession” is a show about the dysfunctional relationships among the members of the Roy family, who are fighting for leadership of the international media conglomerate Waystar Royco. For the last three seasons, fans have come to expect the characters to be dressed in nondescript clothing, such as blank baseball caps, cashmere sweaters and neutral-colored suits.
According to Jonathan Schwartz, the assistant costume designer on “Succession,” the costumes of the characters are inspired by who the character is and where they would shop. For instance, Roman might be shopping more downtown, while Tom would be shopping on Madison Avenue.
The clothing on “Succession” has helped fuel demand for certain luxury items, like Loro Piana’s baseball caps and white-soled shoes. Both can cost in the hundreds of dollars but often have sold out at retail after a “Succession” character wears them.
Over the four seasons, Kendall Roy (played by Jeremy Strong) has had the biggest style evolution, which was meant to reflect the changes in his character. The character started off the show in corporate-style suits and has since evolved to more casual, yet pricey leather and suede jackets and streetwear sneakers. The character’s casual style still plays into “stealth wealth” as his clothing is typically from Loro Piana, Tom Ford, or Gucci.
According to Schwartz, the show’s costumes have worked because of their authenticity to the characters and how they don’t distract from the dialogue.
Many people find the “stealth wealth” fashion trend aspirational, as the characters wear stylish and expensive clothing that most audiences might not be able to afford. It’s a classic black turtleneck, but you have to study it and see why it looks good, what it is about it. It feels like a shift from “look at me” fashion to look a little closer.
Overall, the popular TV show has helped bring “stealth wealth” into the mainstream and inspire people to invest in better quality pieces. As the show’s final season continues, it’s sure to keep inspiring viewers to find the latest “stealth wealth” trends.
