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When you think of quiet luxury, what — or who — do you think of?
Sofia Richie Grainge’s viral South of France wedding in April 2023 made her somewhat of a poster child for the trend, which took off in the following months. Since, her influencer star has continued to rise, with Richie Grainge generating millions of TikTok views and coverage of her day-to-day style.
Now, she is channelling her fashion favour into a new venture: SRG Atelier, a contemporary label launched in partnership with retailer Revolve Group. The brand will be available online via Revolve and Fwrd, the group’s luxury fashion site, as well as direct-to-consumer (DTC) on a SRG Atelier-owned site, also operated on the backend by Revolve.
The 56-piece collection is reminiscent of Richie Grainge’s personal style: neutrals mixed with pops of colour, sleek lines, beige coats (“I’m a trench coat snob,” she says). For inspiration, she looked to interiors and art, she says, and compiled Pinterest boards to collect ideas.
She doesn’t necessarily label her own style as ‘quiet luxury’, but understands why people associate her dress with the aesthetic. “I gravitate towards clean lines, beautiful tailoring and neutral tones — things that speak softly but make an impact,” Richie Grainge says. “This collection really reflects that philosophy; it’s not about being loud, it’s about feeling confident and put together in an understated way.”
It was two and a half years ago — around the time of her wedding to now-CEO of Atlantic Records, Elliot Grainge — that the influencer decided it was time to start building a fashion brand, though says conversations began even earlier. The aesthetic, per Richie Grainge, is a mix of sophisticated and “young and fun”. At 27, the influencer-turned-designer wants to offer pieces that feel elevated, but perhaps not as refined and grown up as a lot of the other contemporary labels on the market that largely target women in the 30s to 50s.
