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How Brands Are Selling Quiet Luxury to the Masses

How Brands Are Selling Quiet Luxury to the Masses

On the second episode of the fourth and final season of “Succession,” HBO’s megahit show about an ageing media tycoon and his dysfunctional relationships with his four adult children, onetime golden child Kendall Roy wears, what, to the average observer, would appear to be a casual, low-maintenance outfit of a zip-up hoodie and a baseball hat.

That relaxed sweatshirt, however, was Tom Ford and cost $1,390. The grey, unembellished cap was…


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