Lee Jae-yong, chairman of Samsung Electronics, and Chung Eui-sun, chairman of Hyundai Motor Group, have quietly pushed a new fashion moment: logo-free luxury, also known as "quiet luxury." Across the global luxury market, shoppers are increasingly choosing brands that showcase quality materials, expert craftsmanship, and understated design over loud logos or trend-chasing pieces.
On the 16th, industry sources reported that Lee Jae-yong returned to Seoul’s Gimpo Business Airport (SGBAC) on the 13th after a business trip to Europe. His airport look caught attention online: he wore a white padded vest over a suit, later identified as a piece from the Italian luxury house Brunello Cucinelli, priced at roughly 5.6 million KRW (about $3,752).
The vest wasn’t the first time the item made headlines. A YouTube video from last September showed Lee wearing the same piece during a trip to Kyoto, where he attracted attention for dining solo at a ramen spot—sending the vest into the conversation as well. It’s reportedly sold out now.
Brunello Cucinelli is often cited as the poster brand for quiet luxury, favoring classic silhouettes and high-end fabrics over flashy logos. Its offerings—especially top-tier cashmere—command premium prices but retain a devoted following for their timeless appeal.
Because the brand focuses on essential pieces and restrained design, it’s sometimes nicknamed the "billionaire’s Uniqlo." In 2016, Mark Zuckerberg, CEO of Meta, showed several gray Brunello Cucinelli tees (valued at roughly 400,000 KRW (about $268) each) in his closet. The brand’s fans also include the late Apple founder Steve Jobs and Amazon CEO Jeff Bezos.
Chung Eui-sun also spotlighted the brand last October, turning up at a chicken dinner in Gangnam’s Samseong-dong wearing a Brunello Cucinelli goose-down vest. Priced around 5 million KRW (roughly $3,350), the piece exemplified the brand’s muted colors and discreet styling—no logos, just quiet sophistication.
Over the past few years, quiet luxury labels like Brunello Cucinelli have been on the rise. With economic uncertainty and fatigue over ostentatious consumption, more buyers are prioritizing personal taste and quality over conspicuous branding.
That shift dovetails with the popularity of the "old money" aesthetic. Inspired by the understated wardrobes of long-established wealthy families, the look leans on luxurious fabrics, neutral palettes, and simple, well-made essentials rather than flashy details.
Besides Brunello Cucinelli, brands such as Loro Piana, The Row, and James Perse are often associated with quiet luxury. Loro Piana, an Italian label under LVMH (Moët Hennessy Louis Vuitton), is synonymous with premium fabrics like vicuña and cashmere. The Row and James Perse, both American luxury-casual brands, are known for their high-quality materials and minimalist designs.
Within Korea’s business elite, Lee Boo-jin, president of Hotel Shilla, has long embodied quiet luxury. Her outfits for public events and appearances consistently spark conversation; they’re usually high-end pieces but rarely overtly branded. Her color choices, silhouettes, and details remain elegantly muted.
Recently, Lee drew attention for her understated looks at her son’s entrance ceremony at Seoul National University and his high school graduation. She wore refined pieces from Dior and Lanvin in gray and black tones, pairing them with classic bags such as an Hermès Birkin and a Numéro Un tote from French label Polène.
