According to NSS, the term "poor opulence" refers to the style of wearing expensive clothing made of linen and cashmere, but with colors and designs reminiscent of rural life, creating an appearance of poverty.

Setchu was one of the first brands to promote this new trend for Spring/Summer 2026. At the end of June, the fashion house presented a series of simple, rural-inspired designs. Models walked the runway in expensive clothes, wearing straw hats and flip-flops. Photo: Gorunway

Alongside Setchu, The Row, Loro Piana, and Jacquemus revisited childhood memories in the French countryside of Provence with their Spring/Summer 2026 collection, Le Paysan (The Peasant). The designs include t-shirts, skirts, wide white linen dresses, tank tops, trucker jackets, headscarves, gavroche caps, and handcrafted garlic and fish-shaped pendants. Photo: Jacquemus

Vogue notes that the rural style has remained influential since the 2020 pandemic. Fashion styles oriented towards sunny, breezy outdoor life and immersion in nature, with a rustic and simple look, are being promoted by many brands, both large and small, in both apparel and beauty. Experts believe this stems from people's need for emotional healing. Photo: Jacquemus

Not only womenswear, but menswear is also promoting this style for next year. Officine Generale has released thin, ultra-light, airy, and loose-fitting garments such as shirts, cuffed straight-leg trousers, flip-flops, and gray headbands, reminiscent of farmers working in the fields. Photo: Gorunway

Hermes also joins the trend with basic brown-toned designs, high-quality fiber-treated straight-leg trousers, paired with straw sandals. Photo: Gorunway

According to Vogue, the "poor opulence" style is a branch of "quiet luxury." Both are "understated wealth," but "poor opulence" creates a look of poverty, unlike the neat appearance of "quiet luxury." Photo: Pinterest

Those who follow this trend don't necessarily have to choose luxury items, but simply purchase rural-inspired garments that are well-tailored and made of high-quality materials. Photo: Pinterest

Straw bags and headscarves are accessories that effectively support this style. Photo: Pinterest

Some fashion enthusiasts on social media also express this trend by wearing thousand-dollar rubber boots from Chanel, Gucci, and Louis Vuitton, reminiscent of farm and garden work. Photo: Pinterest

Sao Mai