AURALEE Proves That Good Clothes Aren't Boring (EXCLUSIVE)
As fashion acclimates to this new era of wonderfully wearable clothes — "good clothes," as we call them here at Highsnobiety dot com — there's some rumbling amongst grumpier editors that all these understated clothes are perhaps, to put it nicely, a tad boring. I don't entirely disagree. Ever since the quiet luxury boom, there's been far too much enthusiasm for safe and snooze-worthy garments masquerading as "minimalism."
AURALEE explodes all that tired nonsense.
When the Japanese brand turned 10 in 2025, it was at the height of its incredible powers. Nearly every major international retailer carried its wares. Many more tastemaking indie boutiques, the ones that were the first to appreciate its obvious good taste, did the same. It was presenting at Paris Fashion Week surrounded by big boys like Louis Vuitton and Hermès. And greater clothes-consuming culture was finally coming around to the place that AURALEE had already occupied for a decade.
As we enter 2026, with luxury labels desperate to claw back some real-world relevance amidst an industrywide slump, AURALEE provides another masterclass in staying ahead of the curve. Clean? Sure. Boring? Hardly.
Nearly all of the garments present at AURALEE's Fall/Winter 2026 runway show on January 20 ought to be familiar to longtime admirers. The kid mohair cardigans, the heavyweight T-shirts, the faded selvedge jeans, and the translucent wool shirts are seasonless brand staples and, as anyone who's ever even briefly studied true luxury can tell you, consistency is everything.
Innovation ought not to be implemented for the sake of abandoning familiar terrain but to offer fresh perspective on old favorites and, in this realm, AURALEE is unmatched.
This may be a collection of so-called "quiet luxury" or good clothes or whatever you'd like to call them, but these garments sure ain't dull.
Amidst the devastatingly perfect overcoats and neppy high-neck half-zips was a veritable cornucopia of color, from bursts of brightness provided by yellow down jackets and red zip-up knits to the left-field vivacity that came courtesy of so much unexpected purple: Belts! Scarves! AURALEE's most exquisite indulgences, the leather pants and bags, amplified the visual dynamics with sheen and gloss, deepening the deliciousness inherent to its typically graceful wardrobe.
The overarching feel was of something simple but substantive; these may be good clothes but they sure ain't bland clothes. All other pretenders to the good clothes crown ought to take notes.
Highsnobiety has affiliate marketing partnerships, which means we may receive a commission from your purchase. Want to shop the products our editors actually love? Visit HS Shopping for recs on all things fashion, footwear, and beauty.
