In stark contrast to past eras where the rich adorned themselves in vibrant colors, today's elite favor muted shades of beige and neutrals. Lindsey Woodcock, a luxury travel consultant, notes this trend particularly in St. Moritz, Switzerland, where many affluent individuals opt for cream and off-white. This shift reflects an anti-elitist mood in today’s society, as the wealthy seek discreet luxury. Alessandro Sartori from Ermenegildo Zegna emphasizes the ultrawealthy’s desire to avoid ostentation, choosing subtlety in their clothing choices instead.
We are no longer in that era. These days, the hue preferred by the richest people on earth is that most bland and mousy of non-colors beige.
The privileged world of St. Moritz has become a place of soothing neutrals. You see it at shops like the cashmere purveyor Lamm...
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