This Fall’s ‘Rich Girl’ Hair Trend Is Loud—and Everywhere at Gucci

In analyzing how ideas of wealth showed up over the last few years, the world of Gucci is a fun place to peek. When “quiet luxury” became all the rage, one of the first pieces style Tiktok-ers begged consumers to burn was the GG logo belt. “Logomania is tacky!” we heard. Instead, looking rich was more about your… hair color? Soft wave pattern?

The brand certainly had enough offerings in place to sustain the wave of subtlety (I’d consider their logo-less, bamboo-handled 1947 bag a perfect example), but it appears we don’t have to think too hard about appealing to the understated—and dare I say underwhelming?—style landscape any longer. Demna’s first collection as the Creative Director of Gucci has landed, and it’s bringing us back to a place of bold belts and rich girl hair as it’s meant to be understood.

The New “Rich Girl” Hair Trend

Rich girl hair, as we saw it play out at Gucci’s Spring/Summer 2026 Milan Fashion Week show—a red carpet movie premiere that saw guests dressed in the new collection—is flashy and (mostly) blonde. There are early RHONJ elements at play—the twists, poufs, and bouffants are styles I’d expect to have greet me if I knocked on a McMansion door.

Color-wise, it communicates “standing salon appointment.” Just look at the blonde shade Gwyneth Paltrow had at the show; there’s a strong possibility she toned it to perfectly blend with her outfit, and that is rich.

Obviously, not everyone with money wears a voluminous bang or gets regular glosses. “Quiet luxury” makes sense, conceptually… but if you’re going to name a trend something like “rich girl,” you might as well lean in to the overarching vision and everything it encompasses. Think Generation Wealth, Truman Capote’s gaggle of “Swans,” and prep school dances. It’s an idea of wealth that was cemented before having money meant biohacking as much as possible.

Don’t worry: Gucci is leaning in here. To coincide with the new collection, they released a star-studded short film, The Tiger, focused on the ultra-wealthy family of the fictional Barbara Gucci, Head of Gucci International and Chairman of California. Money is a major topic of conversation in the film. They talk billions, they talk business, and they talk “the bourgeoisie.”

How It Looks

At the event, we saw the trend in all its forms, on full display and toned down (but only just). Model Freya Nutter showed up dripping in diamonds and sporting a teased-out bouffant that was hairsprayed to a place of helmet over hair. Serena Williams wore her blonde locks pinned on top of her head in a bun akin to the giant cinnamon roll your favorite breakfast spot is famous for.

Toward the front of her head, she left out a thick section of face-framing strands that were middle parted and styled into prom queen waves.

Then, there were attendees like Lila Moss and Alex Consani. Their color was similarly fresh, with Moss opting for a The Clique-esque rich girl style courtesy of gentle curls, a deep side part, and a perfectly placed bobby pin.

Consani went cotillion, or step-mommy at the work gala, with a sleek French twist and long curled bang. She paired the hair with big GG logo earrings and a tiger print fur coat. It’s the same exact outfit she wears in The Tiger, proclaiming that she’s a “young hot rich bitch” while her look is being surveyed.

Get the Look

Do you have your Elnett on hand? Good. While you’re in the beauty cabinet, don’t forget to grab the Mascara L’Obscur. Fluttery black lashes can only add to the allure.

There are many routes you can go with your rich girl hair. For Moss’s style, you’d only need some soft waves and one bobby pin. You’d need a whole pack of them for Williams’ updo, but its also a great option. And you can afford them!

Otherwise, Parisian designer and model Maartje Convens chose a stiff, ultra-flippy lob with a deep side part that you could potentially tackle with your curling iron. The key is to go heavy on the hairspray and act like you know what you’re doing… or just pay someone to do it for you. This rich girl hair doesn’t whisper, it signs the check and winks.