Decoding “Laoqian” Style

To Understand Style and Money in China, There Are Three Terms You Need to Be Familiar with: Laoqianfeng, Xinqianfeng and Tuhao.

Jeff Bezos’ Fiancée Lauren Sánchez Embraces ‘Loud Luxury’ Yacht Fashion

And Then There Are the Tuhao, a Term That Loosely Translates to “Crass Rich” – Local Moneyed Men with Garish Clothes, Revving Their Red Sports Cars as They Fly by People Trundling Along in Modest Sedans.

Loud Luxury Is out – and Here’s Why

In a Similar Vein to the Us and Europe – the “Quiet Luxury” Aesthetic Has Emerged as a Reaction to the Economic Climate. with the Economy Slowing and the Country Facing a 20 per Cent Youth Unemployment Rate, It’s Not a Good Look for the Rich to Be Splashing Their Wealth Right Now.

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And This Crowd – Who Are No Longer Luxury Newbies – Increasingly Have a Preference for Less Flashy Logos, He Said.

Stealth Wealth Allows the Rich to Toe the Party Line in Xi Jinping’s China

Make No Mistake: the Surge in Interest in Quiet Luxury Doesn’t Just Stem from a Modern, Western-Inspired Impulse to Look Like Old-Money Americans. It’s Social Capital, but It’s Also a Product of a Particular Moment in China, a Confluence of Political and Social Factors Precipitated by Chinese Leader Xi Jinping’s Push for a “Common Prosperity”.

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China Has Long Had an Uneasy Relationship with the Pursuit of Luxury Goods and an Affluent Lifestyle. the Government Has Spent over a Decade Discouraging Ostentatious Displays of Affluence. Back in 2011, the Authorities Started Banning Billboards with Terms Such as “Luxury” and “High Class” in Beijing. a Year Later, China Banned Civil Servants from Accepting Expensive Gifts or Using Public Funds to Host Extravagant Dinners.

Chinese Social Media’s Got Quiet Luxury Down to a Science

People Have Posted Tutorials and Photos on the Laoqian Style on China’s Pinterest-Like Site, Xiaohongshu.

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It Would Be an Understatement to Say People Are Captivated – Posts with the Laoqian Hashtag Have Been Viewed a Collective 1.67 Million Times on the Platform, at the Time of Writing. This Summer, Interest in the Hashtag Has Been Surging Again, Spiking as Influencers Roll out New Ideas on How Best to Achieve the Laoqian Look.

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Another Person Said on Weibo That Adopting Laoqianfeng Is a Marker of Exquisite Taste and Good Standing in Chinese Society. “If You Lack Taste or Style, Then You’ll Never Ever Be Considered High Class, ” She Said.

The Old-Money Aesthetic Will Hand Some Brands Big Wins in China

The Focus of Ultra-High-Net-Worth Consumers in China Will Be on Design Details, Quality of Material and Subtlety Rather Than Conspicuousness, Thomaï Serdari, Director of the Fashion and Luxury Mba Programme at Nyu’s Stern School of Business, Said. for This Reason, Younger Brands Such as the Row, Goop and Nili Lotan That Follow This Philosophy Could Also Benefit, She Said.

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And While the Average Joe on the Street Might Not Be Able to Identify a Us$1,700 Loro Piana Cashmere Jumper or the Brand’s Us$600 Cap That Become One of the Ultimate Symbols of the Quiet Luxury Trend This Year – the Elite Won’t Care.

Why Quiet Luxury Is on the Rise in China: Barbie Might Have Sparked the Loud Luxury Fashion Trend, but the Nation’s Richest Are All About the Succession-Esque Old-Money Style

Q: Should I Invest in Luxury Fashion Amid Inflation? Here’s What to Consider

The Rules Are Simple. No Head-to-Toe Gucci. No Loud Colours, No All-over Louis Vuitton Print. the Logic Is, You Wouldn’t Wear Anything That You’d See in Crazy Rich Asians or Netflix’s Bling Empire. And, per Tom Wambsgans of Succession, Small, Unassuming Pouches Only, Because Carrying a “Ludicrously Capacious” Bag Is out of the Question.

By David Miller

• Oct 8, 2026 • 8 min read

Why Quiet Luxury Is on the Rise in China: Barbie Might Have Sparked the Loud Luxury Fashion Trend, but the Nation’s Richest Are All About the Succession-Esque Old-Money Style

Direct Answer • Key Takeaway

Should I Invest in Luxury Fashion Amid Inflation? Here’s What to Consider

David Miller

Executive Financial & Market Analyst

David Miller brings 15 years of experience in global economics, personal finance strategy, and market dynamics. He specializes in turning complex economic trends into actionable insights for everyday readers.

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