Suddenly, taste matters: How Big Tech is using ‘taste-washing’ to reshape its image

Luxury today is no longer just about flashy logos or showing off wealth. Increasingly, powerful people in Silicon Valley are trying to project something softer — ‘good taste’. Tech leaders are moving beyond hoodies and embracing art, fashion, wellness, and carefully curated lifestyles.
From Anthropic backing the glossy newsletter Air Mail to entrepreneur Bryan Johnson appearing on fashion runways, and Jeff Bezos and Lauren Sánchez reportedly entering the Met Gala’s inner circle through a $10 million donation, culture has become the new status symbol. Social media feeds are also filled with niche fashion, curated reading lists, and luxury wellness routines designed to look thoughtful and refined.
The growing trend is now being described as ‘taste-washing’ — using style, culture, and design to soften corporate images.
What ‘taste-washing’ means
The term ‘taste-washing’ is being used to describe how Big Tech companies use aesthetics, art, culture, design language, and curated sophistication to stay relevant and shape their image.
The term borrows from ideas like 'greenwashing' and 'woke-washing', where companies use certain values to improve their public image. In ‘taste-washing’, the focus is on taste, design, and cultural sophistication.

Aesthetics become a brand shieldThe idea of 'taste-washing' gained attention after a The New Yorker article explored Silicon Valley’s growing obsession with 'taste'. The piece argued that many AI companies are surrounding themselves with art, fashion, and premium design to make technology feel more human and culturally aware.
One of the clearest examples came last week, when US spy-tech firm Palantir Technologies launched a $239 chore coat that quickly sold out online. Speaking to The New York Times, executive Eliano Younes said the Montana-made jacket reflected the company’s vision of “re-industrialising America”. However, an analysis by The Guardian highlighted the contrast between Palantir’s polished aesthetic and criticism over its links to surveillance and military operations.
Across Silicon Valley, tech leaders once known for hoodies and disruption culture are now embracing fashion weeks, niche coffee, and curated lifestyles as part of their image.

How Silicon Valley is dressing up its image
- Mark Zuckerberg has moved away from his signature hoodies and is now often seen wearing luxury fashion labels. He also took a front-row seat at Milan Fashion Week.
- Jeff Bezos and Lauren Sánchez entered the Met Gala’s top donor circle through a $10 million contribution. Tech companies, including OpenAI, Meta Platforms, Amazon, and Snap Inc., reportedly bought tables at the Met Gala.
- Entrepreneur Bryan Johnson has appeared on fashion runways and become part of luxury wellness and style conversations online.
- Palantir Technologies launched a limited-edition workwear-style jacket inspired by vintage fashion. The entire collection sold out within hours.
- AI firm Anthropic partnered with Air Mail for stylish pop-up events featuring curated products and speciality coffee.
- OpenAI introduced Gen Z-inspired merchandise and a 1990s-style online shop to appear younger and less corporate.

The rise of the ‘taste economy’
In a world flooded with AI-generated content and endless online trends, ‘good taste’ is becoming a new way for brands to stand out. According to Vogue Business analysis, companies are increasingly relying on aesthetics, cultural references, and carefully curated identities to appear distinctive and relevant.
The publication argues that while AI can easily copy trends and visuals, it cannot fully recreate judgement, restraint, or a strong personal point of view — qualities that now carry cultural value and help brands appear more thoughtful and authentic.