Ozempic, skinny jeans, and the return of quiet luxury. Much like the Jumanji meme of Robin Williams, 2023’s got me shouting, “ What year is it?!”

Logo-free fashion with oversized price tags is having a major fashion moment — at least among those who can afford it.

Everyone is talking about quiet luxury as the biggest trend of 2023. We’ve all seen it without realizing it (which is the whole point of its aesthetic) but thanks to shows like Succession, quiet luxury has finally caught our attention.

As defined by Elle Magazine, quiet luxury is the “new-age minimalism with a larger focus on investment pieces and thoughtful shopping habits”.

Quiet luxury or stealth wealth is a trend that comes and goes. It’s an aesthetic focused on neutral colors, logo free designs, elevated basics, and designs that stand the test of time. Its origins trace back to 1700 France and 19th century American industrialism.

Fashion pieces (like a Birkin bag) that are practical in size, logo free, and timeless are examples of quiet luxury. Despite lacking any obvious brand logo, such items or ensembles are instantly recognizable to its admirers and collectors.

But long before Hollywood became overrun with nepo-babies, the success of Succession, and Goop multi-millionaire Gwyneth Paltrow’s week in a Utah courtroom for a ski crash dispute – It was Mary Kate and Ashley Olsen, the OG’s of Quiet Luxury who really did it first and, in my honest opinion, still do it best.

Here are Mary Kate and Ashley Olsen’s most memorable ‘Quiet Luxury’ moments throughout the years: