The Quiet Power of the Oxford Shirt: A Style Revolution?
The Princess of Wales and the editor of American Vogue, two influential figures in the world of style, were recently spotted wearing the same item: a classic blue Oxford shirt. This seemingly simple coincidence highlights a growing trend – the rise of understated, quality basics as the cornerstone of modern wardrobes. But is this just a fleeting moment, or a sign of a more significant shift in fashion?
From Royal Endorsement to High Street Demand
The shirt in question, from London-based brand With Nothing Underneath (WNU), has quickly become a favourite among the style set. Founded in 2017 by Pip Durrell, WNU identified a gap in the market for well-made, classic women’s shirts. Durrell noticed a lack of options between low-quality high street offerings and expensive designer brands. The brand’s £95 fine poplin boyfriend shirt gained further prominence when Chloe Malle, head of editorial content for Vogue US, wore it in a recent interview with Dame Anna Wintour.
Kate Middleton’s subsequent appearance in the same shirt, paired with a Petar Petrov blazer, is a prime example of the “Kate effect” – the demonstrable impact her fashion choices have on consumer demand. The British fashion industry is estimated to benefit by around £1 billion annually thanks to the Princess of Wales’s style. This surge in attention has similarly benefited accessible alternatives, with M&S’s £30 satin collared shirt and Uniqlo’s cotton oversized iteration experiencing increased sales.
The Rise of ‘Quiet Luxury’ and Wardrobe Staples
WNU’s success is emblematic of a broader trend towards “quiet luxury” – a rejection of ostentatious branding in favour of quality materials, timeless designs, and impeccable craftsmanship. Consumers are increasingly prioritizing investment pieces that will last, rather than chasing fleeting trends. This shift is partly driven by a desire for sustainability and a move away from fast fashion.
WNU’s growth reflects this sentiment. The company reported £5.7 million in sales in 2024, with three-year annual growth of 88 per cent, earning it a place on The Sunday Times Hundred list of fastest-growing private companies in Britain. The brand’s focus on essential wardrobe staples – shirts, cardigans, and trousers – resonates with consumers seeking versatility and longevity in their clothing.
Beyond the Oxford: What’s Next for the Basics Boom?
The popularity of the Oxford shirt isn’t an isolated incident. The Duchess of Sussex also wore WNU’s linen boyfriend shirt in her Netflix show, With Love, Meghan, further solidifying the brand’s appeal. This suggests a continued demand for comfortable, well-made basics that can be dressed up or down.
Looking ahead, we can expect to see several key trends emerge:
- Increased Focus on Fabric Quality: Consumers will continue to prioritize natural, durable fabrics like cotton, linen, and silk.
- Customization and Personalization: Brands will offer more options for customization, allowing customers to create truly unique pieces.
- Sustainable Production Practices: Transparency and ethical sourcing will become increasingly essential to consumers.
- Gender-Neutral Styling: The lines between menswear and womenswear will continue to blur, with a focus on versatile pieces that can be worn by anyone.
Frequently Asked Questions
What is ‘quiet luxury’?
Quiet luxury is a style aesthetic that emphasizes quality, craftsmanship, and understated elegance over flashy branding and overt displays of wealth.
Why are Oxford shirts so popular right now?
Oxford shirts are a versatile wardrobe staple that can be dressed up or down. Their recent popularity is driven by endorsements from influential figures like the Princess of Wales and a broader trend towards classic, timeless style.
Where can I buy With Nothing Underneath shirts?
WNU shirts are available for purchase on the brand’s website.
Is this trend sustainable?
The focus on quality and longevity inherent in the ‘quiet luxury’ trend suggests a more sustainable approach to fashion consumption, which is likely to endure.
Pro Tip: Invest in a few high-quality basics that you love and can wear in multiple ways. A classic white shirt, a well-fitting pair of jeans, and a comfortable cardigan are all excellent starting points.
What are your thoughts on the rise of the Oxford shirt? Share your opinions in the comments below!
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