Why the Really Wealthy Avoid Louis Vuitton

When you think “luxury,” what comes to mind?

Louis Vuitton? Dior? Gucci?

That’s what they want you to think.

These brands are the heavyweights of the luxury world.
They rake in billions every year.

Take Louis Vuitton, for example.
It made history, becoming the first luxury fashion brand to hit $20 billion in annual revenue.

That’s not just good. That’s stratospheric.

But here’s the twist.

It’s not the mega-rich keeping these brands afloat.
It’s the upper-middle class.

The Surprising Truth

Jean-Jacques Guiony, CFO at LVMH, put it plainly.

“We don’t sell most Louis Vuitton products to rich people; it’s to people who have money and want to indulge themselves.”

So while Louis Vuitton’s monogrammed bags scream wealth, the truly wealthy?

They’re not buying them.

They’re not buying into the show.

Because for the really wealthy, wealth isn’t about shouting.

It’s about whispering.

Quiet Luxury

You’ve seen it.
Or maybe you haven’t.

That’s the point.

Quiet luxury isn’t flashy.
No logos.
No garish designs.
Muted colors.

It’s “if you know, you know.”

Think Brunello Cucinelli.
Loro Piana.
Celine.

Understated brands that don’t shout “Look at me.”

Instead, they whisper, “I’ve been here all along.”

Old Money vs. New Money

This isn’t just a trend.
It’s a statement.

Old money doesn’t need to prove anything.
They don’t need Louis Vuitton to tell you they’re rich.

New money?
That’s different.

New money flaunts it.

Big logos, bold designs.

Old money shrugs.
They’ve got nothing to prove.

The Real Luxury

But here’s the real kicker.

The richest of the rich?

They don’t even stop at quiet luxury.

They go bespoke.

Tailor-made suits.

One-of-a-kind dresses.
Jewelry no one else can have.

They don’t wear brands.
They are the brand.

Why It Matters

Luxury is a game of perception.

For the upper-middle class, it’s about owning something that feels rich.

For the 1%, it’s about owning something no one else can touch.

And for the really wealthy?

It’s about not playing the game at all.

They’ve already won.

And that’s the quietest luxury of all . . .