Is “Rich Mom Energy” the New Quiet Luxury?

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Quiet luxury is rooted in understated wardrobe heroes: think luxury shoes devoid of any logos and unrecognizable (but impeccably tailored) shirts. But then there’s what some are calling “rich mom energy,” which seems to borrow some principles from quiet luxury and fuse them with power-dressing vibes emitted by a don’t-mess-with-me matriarch. 

This trend is anchored in the same pared-back elements, but those classic wardrobe staples are elevated with a not-so-quiet accessory, in most cases, an in-your-face-noticeably luxurious handbag. But no ludicrously capacious, logo-all-over bags here, bags of the rich mom energy elk are a bit more demure and—more importantly—functional, enabling busy moms to carry all of the essentials while on the go. More defining features of rich mom energy? Oodles of fine jewelry for every day; luxury watches looped around the wrist (that might be clutching, keys, a coffee, and other Mom-essentials), and designer denim.

Take Gisele Bündchen’s latest casual outfit, for example. The supermodel knows the power of white separates—even if it is something as simple as jeans and a T-shirt. She made the winning combo even better by swinging a jumbo Saint Laurent bag stamped with the iconic YSL logo over her shoulders. The queen of understated elegance, Angelina Jolie, is also a fan of the label’s luxe bags. 

Of course, there is a plethora of bags grabbing the attention of our favorite chic moms, from Toteme’s T-lock purse to the coveted Hermès. See exactly what they’re carrying and wearing to master rich mom energy below.

Gisele Bündchen