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According to Chosun Bizthe wardrobes of figures such as Lee Jae Yong, chairman of Samsung Electronics, and Chung Eui Sun, chairman of Hyundai Motor Group, have recently drawn attention for exemplifying the so-called “quiet luxury” aesthetic.

Lee offered a recent example upon returning to Seoul on March 13 after a business trip to Europe. Arriving via the Seoul Gimpo Business Aviation Center, he wore a white padded vest over a suit, later identified as a piece from Brunello Cucinelli and priced at US$4,200. The minimalist vest, notably free of visible logos, quickly gained traction online.

It was not the first time the garment had drawn attention. Lee previously wore the same vest during a trip to Kyoto, Japan, featured in a video released by South Korea YouTuber Pogmin in September last year. The item has since reportedly sold out.

Founded in Italy, Brunello Cucinelli has become a leading name in quiet luxury, emphasizing timeless silhouettes and high-quality materials, especially cashmere, over overt branding, reported the Business Insider.

The label has earned the nickname “the Uniqlo of billionaires.”

Chung of Hyundai has also embraced the trend. In October last year, he attended a casual dinner in Seoul alongside Nvidia CEO Jensen Huang and Lee, wearing a goose-down vest from the same brand. Like Lee’s, the piece featured muted tones and no visible logos, with a price tag of $3,700.

In 2016, Meta CEO Mark Zuckerberg revealed that his wardrobe included multiple gray T-shirts from the brand, each costing several hundred dollars. Other prominent figures said to favor the brand include the late Apple co-founder Steve Jobs and Amazon founder Jeff Bezos.

Industry analysts say the rise of quiet luxury reflects broader economic and cultural shifts. As global uncertainty persists and consumers grow increasingly wary of conspicuous consumption, many are gravitating toward clothing that signals discernment rather than display. The trend, defined by neutral colors, classic tailoring and premium fabrics, also stands in contrast to the bold, expressive “dopamine dressing” that surged in popularity following the Covid-19 pandemic.

Several brands have emerged as leaders in the space. Alongside Brunello Cucinelli, labels such as Loro Piana, renowned for its vicuña and cashmere textiles, have gained prominence. American brands including The Row and James Perse also exemplify the movement with their focus on refined essentials.

Among South Korea’s business elite, Lee Boo Jin, president of Hotel Shilla and Lee Jae Yong’s younger sister, has long been associated with quiet luxury. While she often wears high-end brands, logos are rarely visible, and her style favors clean lines and muted tones.

At her recent public appearances, including her son’s entrance ceremony at Seoul National University and his high school graduation, Lee Boo Jin opted for understated pieces from Dior and Lanvin. She paired them with classic accessories such as a Birkin bag from Hermès and a minimalist tote from Polène.

“When huge bits of the population are struggling to hang onto or heat their homes, flaunting extreme expressions of wealth looks tone-deaf,” Lorna Hall, director of fashion intelligence at trend-forecasting firm WGSN, previously told the Business Insider.

“Right now, we are living through times that call for that more pared-back approach.”