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Fortune
Fortune
Emma Burleigh

Forget quiet luxury: America's wealthy 1% are adopting a bolder new approach

Amazon founder Jeff Bezos and his wife Lauren Sánchez (Credit: Daniele Venturelli / Getty Images)
  • Being bold is the new trend among billionaires and wealthy luxury lovers. From Elon Musk to the repeat shopper at Hermès, the 1% want to stand out after years of being stealthy with their public appearance and money.

Billionaires and wealthy consumers are going bold—from opting for loud fashion choices, to making flashy public appearances. It’s a far cry from the popular “quiet luxury” trend of muted colors and nonexistent logos that’s dominated for years in an attempt to hide wealth and power. 

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