
Gwyneth Paltrow, Sofia Richie Grainge and Succession’s Shiv Roy—what do these women have in common? The obvious answer is that they’re all rich. But according to TikTok, they’re also the poster children of “quiet luxury,” a Tiktok search term that once garnered more than 100 million views. Think of it as stealth wealth, with logoless bags, luxurious cashmere knits and buttery-soft leathers—all with hefty designer price tags that (silently) scream “If you know, you know.”
Looking effortlessly expensive isn’t anything new; its origins can be traced back to the early 1800s, when Empress Joséphine rebelled against the over-the-top rococo aesthetic favoured by Marie Antoinette. But it was Phoebe Philo, Celine’s former creative director, who perfected the concept in the early 2010s. More than 10 years later, it was re-cemented in the zeitgeist by Succession, Paltrow’s ski-trial ensembles and Richie Grainge’s Chanel-filled wedding.
These days, it seems maximalism is now the name of the game: think eye-catching colours, kooky bag charms and endless ways of iterating one’s personal style. If the Fall 2025 runways are any indication, we’re headed into a season of unfinished detailing and fur-festooned garments. While the quiet luxury boat has arguably sailed, if there’s anything it’s taught us, it’s that looking expensive doesn’t have to come at a hefty price—and it all starts with having the right bag.
Ahead, six mid-range handbags from a few of our favourite under-the-radar brands.

Country of origin: England Price range: $360–$1,300 Must-have: The Midi New York Specialty: There’s a reason for DeMellier’s cult following, and her name is Kate Middleton. Expect posh purses that can easily be dressed up or down—much like the royal herself.

Country of origin: Singapore Price range: $50–$250 Must-have: Charlot Specialty: This TikTok favourite is famous for its Celine and Saint Laurent dupes, so if you want to look luxe on a budget, Charles & Keith is your answer.

Country of origin: Sweden Price range: $500–$1,350 Must-have: Assisi Specialty: ATP blends Sweden’s Scandi-girl aesthetic with the quality and craftsmanship of Italy. Plus, it uses non-toxic vegetable-tanned leathers, which are better for you and the environment.

Country of origin: Canada Price range: $250–$850 Must-have: Tome 1 Specialty: A puzzle and purse all wrapped up in one. Montreal-based brand Partoem makes all of its luxurious handbags without glue or stitching. Origami never looked so good.

Country of origin: France Price range: $280–$660 Must-have: Numéro Neuf Specialty: Another TikTok treasure, Polène is known for its effortlessly elegant approach to everyday accessories. Think less Emily in Paris and more Parisian chic.

Country of origin: China Price range: $230–$700 Must-have: Luna Specialty: Behind Songmont’s simple silhouettes is thoroughly-thought-out design. Proof? The Luna Bag can transform into four different styles depending on where you position its straps.

Country of origin: Switzerland Price range: $1,200 Must-have: The Love Curve Specialty: This beloved Zurich-based label is known for its sculptural designs, inspired by architecture and the beauty of individuality. This pick creates a heart motif, with straps that can be easily adjusted to create different styles. It’s no wonder of the brand was featured on the most recent season of Emily in Paris.
With files from Natalie Michie
This article first appeared in FASHION’s October 2023 issue. Find out more here.
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Annika Lautens is the former fashion news and features director of FASHION Magazine. With a resumé that would rival Kirk from "Gilmore Girls", she’s had a wide variety of jobs within the publishing industry, but her favourite topics to explore are fashion sociology and psychology. Annika currently lives in Toronto, and when she’s not interviewing celebrities, you can find her travelling.
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