Introduction to Quiet Luxury

When you think of quiet luxury, what – or who – do you think of? Sofia Richie Grainge’s viral wedding in the south of France in April 2023 made her something of a poster child for the trend that took hold in the months that followed.

Sofia Richie Grainge’s Rise to Influencer Stardom

Since then, her influencer stardom has continued to rise, with Richie Grainge generating millions of TikTok views and posting about her everyday style. Now she’s channeling her love of fashion into a new venture: SRG Atelier, a contemporary label founded in collaboration with retailer Revolve Group.

The SRG Atelier Collection

The 58-piece collection is reminiscent of Richie Grainge’s personal style: neutral colors mixed with pops of color, sleek lines, beige coats. For inspiration, she says, she looked to interiors and art and put together Pinterest boards to gather ideas. She doesn’t necessarily describe her own style as "quiet luxury," but she understands why people associate her dress with aesthetics.

Design Philosophy

“I prefer clean lines, beautiful cuts and neutral tones – things that speak softly but leave an impact,” says Richie Grainge. "This collection really reflects that philosophy; it’s not about being loud, but about feeling confident and put together in an understated way." Although she has undertaken many fashion collaborations, this was the first time that Richie Grainge designed a collection herself.

Target Audience and Brand Aesthetic

Two and a half years ago – around the time of her wedding to now Atlantic Records CEO Elliot Grainge – the influencer decided it was time to start building a fashion brand, although conversations started even earlier. According to Richie Grainge, the aesthetic 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 sophisticated and grown-up as many other contemporary labels on the market, which primarily target women in their 30s to 50s.