Q+A with Digi: Gen Z’s obsession with 'old money’ interiors

Tired of millennial minimalism and the trend-driven, ostentatious displays of wealth of 2010s social media, Gen Z has spearheaded a shift towards the ‘old money aesthetic’, a “classic” look that signifies the same aspirational lifestyle without the so-called tackiness of the so-called nouveau riche. Defined by the preppy visual tropes of generational wealth and coastal socialites, the old money aesthetic has migrated from fashion to interiors, with a lot of help from TikTok – we spoke to Navaz Batliwalla about why for the print Couture issue of Harrods Magazine: 

Harrods Magazine: Ralph Lauren is a brand that epitomises the ‘old money aesthetic’ across fashion and home. Why is a younger audience captivated by this rose-tinted, old-school aesthetic now?

Digi: The ‘old money aesthetic’ seemingly offers a path away from today’s accelerated trend cycle. There’s so much pressure to visually represent yourself as the latest and coolest kind of ‘alt’, especially for young people, but participating in the old money aesthetic rejects keeping up with the alternative fashion cycle in the first place – instead, opting for “classic” and “timeless” pieces legitimised by a long association with inherited wealth.

HM: Is the ‘old money aesthetic' a reaction to the ubiquity of millennial Scandi minimalism and Ikea-chic? The paradox of wanting egalitarianism, yet not wanting to be the same as everyone else? 

Digi: Yes, in part. The most intense form of millennial minimalism was fully coded luxury – think Mark Zuckerberg’s ubiquitous $300 grey t-shirts and similarly hyper-casual uniforms of the Silicon Valley millionaire class. The old money aesthetic is a little less coded, employing decades-old symbols and visual tropes to more readily suggest status and refinement. While millennial minimalism offers “basics”, the old money aesthetic offers “classics” – though both suggest timeless utility, the difference in connotation between basic and classic seems to express their corresponding aesthetics' converse cultural positions. The same is true within the home. IKEA-chic and millennial Scandi minimalism offered basic furniture and bare walls that promised a ‘less is more’ lifestyle and ease-of-mind through ease-of-space. Old money aesthetic interiors are a little more direct – offering luxury and comfort through plush, expensive-looking furniture and walls full of paintings and heirlooms.

The old money aesthetic can be seen as a reaction to the logo-tastic, “nouveau-riche” style of the Kardashian generation. Much of the Kardashian aesthetic was formed by a need to legibly display wealth and luxury on social media – whether through Kim Kardashian showing off enormous bouquets on her Instagram story, or Kylie Jenner posting photos of herself wearing a stack of Cartier Love bracelets or in a full Chanel-branded snow attire. More and more we see this idea being discussed on TikTok: that the true elite/"old money" reject the influencer lifestyle and social-first conspicuous consumption, often having small social media followings and private accounts. This idea is in-line with a move away from the logo-flashing influencer aesthetic and towards the less conspicuous old money aesthetic.

HM: Does this trend speak to the desire for eco-friendliness, i.e., buying classic/vintage furniture/decor pieces that endure and taking pride in lived-and-loved pieces rather than fast fashion trends?

Digi: Old money aesthetic clothes can be found at thrift stores, or, by nature of being “classic”, can be approached as long-lasting investment pieces when purchased at higher cost. However, fast fashion brands like SHEIN offer the old money aesthetic at low prices, with the added appeal of a shopping process that is more convenient and seamless than digging through thrift racks. Fast homeware that aligns with the old money aesthetic is harder to come by, so we imagine a sincere interest in classic interior design could lead to buying second-hand or investing in more expensive trendless pieces.

HM: How do we make ‘old money aesthetic’ contemporary?

Digi: Remixing the old money aesthetic is probably more popular than the by-the-book old money aesthetic itself, with e-girl fashion riffing on pleated skirts, Gen Z’s love for the queen of iconoclasts, Vivienne Westwood, emerging designers like Saint Sintra who follow Westwood’s legacy, and Gen Z musicians like WILLOW and Olivia Rodrigo reviving pop-punk music and the genre’s love for plaids and crumpled white Oxfords with neckties. All examples rely on source material tied to the old money aesthetic.

Read the full article by Navaz Batliwalla here. 

✨ Contributing Fairies

• Biz Sherbert, Culture Editor 

✨ Digi Reading Recs

• Are you ready for the return of prep? (Vox, 2022)

For more content like this, explore the rest of the Digiverse, or connect with us on TikTok or Instagram. If you’re a brand or business and want to inspire your audience in innovative ways, reach out to our strategic & creative lab eve@thedigitalfairy.co.uk