Silicon Valley’s Macho Makeover Was a Warning, Not a Trend

If the Silicon Valley of the 2000s and 2010s prided itself on an anti-fashion ethos—the hoodie, the New Balance trainer, the uniform of studied indifference to material possessions—then today’s tech billionaires have flipped the script.

These days, Meta CEO Mark Zuckerberg is a jiujitsu-practicing, Richard Mille–wearing, powerlifting tycoon whose aesthetic suggests something between a Bond villain and a UFC champion. Elon Musk, the self-styled messiah of Mars and free-speech absolutism, oscillates between Belstaff leather flight jackets that scream “aging rock star managing his seventh divorce” and all-black Tom Ford suits that suggest “billionaire villain in a sci-fi movie who insists he’s the hero.”

Then there’s Amazon’s Jeff Bezos, once a dorky, fleece-vested book salesman, who has since undergone a biceps-first metamorphosis into a Vin Diesel–adjacent yacht lord. These days, he’s a fixture at Milan Fashion Week, turning up at Dolce & Gabbana shows in impeccably tailored trousers and a D&G leather bomber jacket. The New York Times has gone as far as to label him a style icon. It’s a stark contrast to 1999 when he revealed to WIRED his love for shirts with “hidden snaps” under the collar points for easy tie removal.

The new tech oligarchy, forged in the crucible of Trump-era chaos, has moved beyond the faux humility of Patagonia vests and Allbirds. They are dressing like titans, strongmen, and emperors because, in their minds, that’s exactly what they are. Their outfits do not merely say I have wealth. They declare “I have power, and I intend to wield it.”

Parable of Power

In many ways, this aesthetic evolution tells a larger story about the consolidation of power in the tech industry. There was a time when tech billionaires maintained a carefully curated image of modesty—Elon Musk, for instance, once claimed to live in a tiny house on his sprawling estate. When asked why he wore the same thing every day, Zuckerberg responded: “I’m in this really lucky position where I get to wake up every day and help serve more than a billion people. I feel like I’m not doing my job if I spend any of my energy on things that are silly or frivolous about my life.”

But now, that mindset has shifted. “They’re openly embracing their status as modern-day oligarchs, fully leaning into wealth, power, and influence. And they’re celebrating it with some seriously big watch purchases,” says WIRED’s watch expert, Tim Barber. Nowhere is this shift more apparent than in figures like Zuckerberg, who, while systematically dismantling fact-checking protections across Meta platforms, is doing so with an exceptionally rare $895,000 Greubel Forsey Hand Made 1 timepiece strapped to his wrist.