The Illusion of Hype Culture

And a case to redefine luxury

Sarah Snook as Shiv Roy on Succession | PC: David M. Russell / HBO

If you’ve recently scrolled through Instagram or TikTok, you’ve likely encountered posts about “Quiet Luxury” style, exemplified by the Roy family of Succession and Gwyneth Paltrow’s impeccably chic courtroom attire. The trend suggests dressing in subtly luxurious classics that seem basic, but are anything but that. Picture a $300 t-shirt indistinguishable from a $6 Hanes version. As Brenda Weischer, a fashion editor at 032c magazine aptly put it in an interview with The Cut, “The stylists of Succession are doing a very accurate job; however, how is it lost on the audience that these characters are absolute miserable losers?”

Serving look and papers - Gwyneth goes to court | PC: Shutterstock; Getty

Beyond this specific trend, I continue to be weary of hyper-trend culture. In

Kyle Chayka

‘s New Yorker article from last summer “The Age of Algorithm Anxiety”, he shared a story about Valerie Peter who was influenced by what she was seeing on Instagram that she had a closet full of things she neither wore or felt like her. “I don’t know if I like what I like or what an algorithm wants me to like”, she shared. They say culture is passed through the things we preserve, but at this point we may not even like the things we are collecting. 

@thenewyorkstylistLook expensive 💰💵💎 …but on a budget! 🤫 Want the quiet luxury look but don’t want to spend the quiet luxury prices?? Try these style hacks to fake it till you make it. 😏 #quietluxury #stealthwealth #lookforless #fashiontips #succession

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Algorithms are expected to serve as personalized recommendation tools, supposedly understanding us better than we understand ourselves. In reality they lead us to endless consumption and make us feel worse about what we have. They also feed homogeneity across every element of culture -  what we wear, where we travel (and subsequently where to get the perfect shot), where we eat, and how we design our homes. And you already know this, but you won’t feel rich by “wearing neutrals”. 

Organization hacks promising more perfect lives | Getty Images

Anne Helen Petersen

recently wrote about optimization culture, how everything from organization to productivity to remodeling is centered around unlocking the possibility of perfection you see online. The only way to counteract it is to lean into the feeling of the things you love, not the money (or lack of) or the trendiness. 

Artists featured on LOTA: From top left: Ragni Agarwal, Cara de Planta, Gabriela Bhaskar; Row 2: Derrick Ofosu Boateng, Joshua Nazario, Cassi Namoda; Row 3: Isabella Cura, Kour Pour, abacaxi

I find this to be true, especially with the designers, artists, and creators I feature on LOTA. They are rarely chasing a specific aesthetic and have confidence about their unique point of view that is refreshing.  They are resilient and creative not just in how they express themselves, but also in how they got to where they are today. After all that is the definition of luxury - the condition of abundance or great ease and comfort. It’s our choice if we want to be quiet or loud about it.