The Luxury Institute has released their list of designer brands accorded "the highest social status by affluent customers''. Topping the list is Bottega Veneta, an obvious outcome of their subtle elegance. “You know it if you’re in the know. It’s for people who aren’t looking to impress others” quoted the Luxury Institute's CEO. Of the brand's consumers, he said “they have self made financial fortunes and do not want to be seen as an ostentatious, avaricious group”. Interestingly enough, Bottega was only the 24th of the top 25 most familiar luxury name (Number 1 was Calvin Klein which also happened to be number 25 on the social status scale). Other classic brands with lasting social-status value were successively, Valentino, Prada, Chanel, Hermes, Giorgio Armani, Versace, Dolce & Gabbana, Gucci, and in the 10 spot, Louis Vuitton.