New Money is an aesthetic and cultural archetype centered on the conspicuous display of recently acquired wealth. The aesthetic is defined not by a fixed style, but by the intentional and often maximalist performance of status, relying heavily on expensive brand logos, current luxury trends, and highly visible consumption to signal success.
Unlike the restrained, inherited style of Old Money, the New Money aesthetic is fluid and trend-driven, frequently adopting flashy colors, oversized accessories, customized vehicles, and cutting-edge technology. This visual strategy is driven by the values of materialism, ambition, and the celebration of financial ascendancy, serving as a public display of social mobility.
History[]
The idea of an aesthetic of the newly wealthy which is distinct from the established wealthy dates back to Ancient Greece. New Money is most visible during times of economic change, both extreme success and extreme poverty, with many people joining New Money circles during times of economic success and extreme spending being more notable during times of poverty.
New Money is looked down upon by Old Money and Preppy people, usually for being attention seeking. Extreme loudness, thrill seeking, flashy jewelry, and spending sprees are also common among New Money. Those with New Money tend to fall under suspicion due to how quickly the person becomes successful. It may turn out that the money was earned in a less than legal way.
In the 2010s, the Rich Kids of Instagram trend led to robberies as well as investigations into the finances of the "Kids" parents.
Types of New Money[]
New Money is difficult to define as an aesthetic. It is visually striking, which can manifest in several ways:
Gold[]
Excessive amounts of gold and gold plated items, especially things that are not usually gold plated, like toilets. Food with gold leaf is popular. Versace is brand which uses this style. Many people consider it gaudy.
Jetset[]
This is the jet set lifestyle - private jets, yachts, vacations in Monaco. Visuals are similar to Boujee - gold, diamonds, expensive champagne. Males can exemplify the Playboy aesthetic. Most common among musicians and athletes.
Bourgeois Bohemian [1][]
Think Gwyneth Paltrow's Goop, wellness retreats, and New Age spirituality. Feng Shui layout or modern Scandinavian Design is used for decor. The color palette is light and airy: white, natural blonde wood, pale blue, light tan, gold, rose gold, and cream. Succulents are common.
Minimalist[]
Color palette is neutral: gray, black, white, and tan, with primary colors used as accents, especially red. Furniture is usually Mid-Century Modern and paintings and sculptures are Cubist. It is more masculine and common among men who made their money in Silicon Valley or on Wall Street.
New ‘Old Money’[]
Often mistakenly called Preppy, this style a trendier version of Old Money. Think Cher in Clueless (1995). Closely related to 2000s Preppy.
Notable People[]
Most wealthy athletes, musicians, and politicians are New Money. Although it often said that New Money billionaires and millionaires are "self-made" people, they hardly ever started from poverty, instead relying on loans from wealthy parents or investors to start up their businesses.
- Beyonce
- Bill Gates
- Celine Dion
- Elon Musk
- Donald Trump
- Jeff Bezos
- The Kardashian family
- Madonna
- Oprah Winfrey
- Paris Hilton
- Rihanna
- Serena Williams
- Steve Jobs
- Warren Buffett
Visual[]
The New Money aesthetic is popular in advertising, as it uses much more visible signs of wealth than other wealth related aesthetics like Old Money. Less obvious are the bohemian influenced (think Gwyneth Paltrow's Goop) and minimalist influenced New Money visuals.
- Brand names and logos
- Gold and silver
- Huge diamond rings
- Fur coats
- Private jets
- Yachts
- Luxury cars
- Marble floors
- Loud patterns like zebra stripes and leopard print
- Huge houses and mansions
- Luxury apartments
- Shopping bags, usually of luxury brands
Fashion[]
Fashion follows trends but it generally is more revealing and sexual than Old Money styles. Local culture can drastically change fashion aesthetics - parts of California have a more bohemian vibe while Manhattan tends to be more Chic Modernist.
Gold and Jet Set[]
- Visible brand names and logos
- Dresses with plunging necklines and high slit skirts
- Skimpy bikinis
- Shirts worn open on men
- Sequins and metallic fabrics
- Fur coats
- Designer sneakers and athleisure
- Extremely high heels
Bourgeois Bohemian[]
- Light airy garments made from organic cotton, linen, and silk
- Kaftans
- Muumuus
- Sandals
- Espadrilles
- Light wash denim jeans and shorts
Minimalist[]
See Chic Modernist
- More gender neutral and androgynous
- Color palette consisting of black, gray, white, and tan
- Simplistic patterns and graphics
Gold Makeup[]
- Metallic lipstick, eyeshadow, and nail polish
Jet Set Makeup[]
- Long "coffin" nails
- Heavy contouring
- Dark fake tan
- Brightly colored lipstick, eyeshadow, and nail polish
- Fake eyelashes
Bourgeois Bohemian Makeup[]
- Natural makeup or none worn at all
- Organically produced products
Minimalist Makeup[]
- Bold red lipstick
- Darkened eyebrows
Home Decor[]
Rooms are decorated in minimalist, modern style.
- Abstract paintings
- Abstract sculptures
- Black and white photographs
- Neutrally colored walls and floors
Media[]
Gold[]
- Peik Lin's family in Crazy Rich Asians (2018)
- Empire (2015-2020)
- Keeping Up with the Kardashians (2006-2021)
- Maria from Yummy Mummies (2017-)
Jetset[]
- Crazy Rich Asians (2018)
- Dynasty (2017-)
- Iron Man (2008)
- Parasite (2019)
- Real Housewives of ____ shows
- Rich Kids of Instagram (2016-2017)
- The Wolf of Wall Street (2013)
- Yummy Mummies (2017-)
Bourgeois Bohemian[]
- Alexis from Schitt's Creek (2015-2020)
- Frankie Bergstein from Grace and Frankie (2015-)
Minimalist[]
- Miranda from Sex and the City (1998-2004)
- Succession (2018-)
- David and Moira from Schitt's Creek (2015-2020), but different types of Minimalist
New Old Money[]
- Clueless (1995)
- Pretty Woman (1990)
- Veronica from Riverdale (2017-)
- Blair Waldorf from Gossip Girl (2007-2012)
- more conservatively dressed characters on Dynasty (2017-)
Other[]
- The Great Gatsby (2013)
- Dallas (1978-1991)
- Dallas (2012-2014)
- Desparate Housewives (2004-2012)
- Dynasty (1981-1989)
- Gossip Girl (2021)
Gallery[]
References[]
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