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Old Money Aesthetic
PreppyLuxury
DormantStage 6 of 7 · trending down
attention 51breadth 99persistence 29velocity 35Always shown with the index, never as a lone score.
Who is wearing it?
Age data coming soonAwaiting our demographic source. We don't guess.
Where is it popular?
- Washington DC 100
- California 83
- Connecticut 83
- Hawaii 83
Ranked by share of each state's own searches, not by market size. Small states surface here often for that reason.
How widespread is it?
Regions (US)high (0.99)
RetailInsufficient evidence
AgeInsufficient evidence
Why it's happening
Normalization55%
Utility-driven adoption45%
Bottom line
Quiet: running at about half its record, and not gaining on the market either. The evidence fits normalization better than decline.
1Discovery2Rising3Peak4Cooling5Normalized6Dormant↻Revival
Phase history (5 years)
2022-01 normalized→2023-01 peak hype→2024-01 normalized→2025-01 cooling→2026-01 dormant→2026-06 dormant(retrospective diagnosis; see How it works)
Based on Google TrendsLimited evidenceUpdated 2026-07-18Evidence gaps: retail sell-through, resale prices, street-style imagery, age data, Wikipedia coverageHow we compute this →
PRO Peak probability & 12-month forecast
Lifecycle forecasting, trend radar history, watchlists, exports. Opening soon.
Related: Quiet Luxury · Gorpcore · Western Fashion