Discreet or ostentatious: Which is better? Luxury tourism expert describes the differences between Spanish and British poshness

THEY wear designer clothes, speak with theatrical accents, and wouldn’t dream of holidaying anywhere that isn’t painfully exclusive – but Spanish pijos aren’t quite what you think.

Although they may appear to be aristocrats on the surface, these flashy Iberian high-society figures are quite different from Britain’s discreetly wealthy elite or Mexico’s young powerful fresas.

In fact, the pijo is in a category all of their own – and it’s one that’s as entertaining as it is revealing.

In Spain, the word pijo doesn’t just describe how someone dresses – it’s a whole identity. Gustavo Egusquiza is an expert on luxury tourism, and knows his Gucci loafers by heart. He says that pijos may not be rich, but want to appear so. “They are looking to be recognized and copied,” says Egusquiza. Whether it’s the way they talk – full of exaggerated vowels and rolled R’s – or how they flock to the trendiest summer spots, pijos live for the image.

The image they portray is one that’s instantly recognisable. They wear pastel polos, with the collar pushed up, boat shoe without socks, designer shades, and branded leather products they can’t afford. It’s not so much about wealth as it is about convincing people that they have it.

Compare that to the British posh – a very different beast altogether. The truly posh in Britain don’t have to brag about their ancestry. They have been to Eton, Harrow and spent some time yawning through Oxford and Cambridge. And they own at least one crumbling country estate. They have impeccable manners, a crisp accent, and would never wear anything loud. Think battered Barbour jackets, old cashmere jumpers with holes at the elbows, tweed skirts, pearls inherited from grandmother – an effortless uniform that whispers old money.

“Victoria Beckham? Egusquiza says, “Absolutely not.” “Too visible, too new money.” While pijos may be considered distant cousins of 1980s yuppies in the UK, if they are trying too hard to impress, they’re out.

Then there are the fresas of Mexico – young, rich, urban power players who are currently leaving their mark all over Madrid.

Their wardrobes are a reflection of their status. They wear perfectly tailored blazers and crisp white shirts. They also rotate high-end watches or handbags. More sleek than flashy, they lean toward understated luxury – subtle logos, perfect fits, and the quiet confidence of people who don’t need to shout.

Egusquiza claims that these fresas buy entire buildings in Salamanca. This is Spain’s elite barrio. They don’t have to be showy, unlike pijos. Influence, ownership and mobility are the three things that give them power. It’s a quiet kind of dominance, one that doesn’t rely on flashy clothes or fancy accents – it’s just there, undeniable and effective.

Egusquiza explains that what really sets these groups apart is their spending habits. The British go for excellence – fine hotels, impeccable service, perhaps a quiet jaunt on the Orient Express. Mexicans invest their money in assets with high value and a global reach.

READ MORE Cider from Spain’s Asturias has been added to UNESCO’s Intangible Cultural heritage list

But Spanish pijos? They are after visibility. They want to go to the best beach club, trendy terrace or most photographed festival. It’s not always about quality – it’s about being seen in the right place, even if you’re sipping cava on a budget.

Egusquiza considers quiet luxury to be the best kind of luxury. He points out boutique hotels such as Palacio de la Helguera and Arbazo, both in San Sebastian. Service and subtlety is what defines class. True luxury does not shout. He says, “It whispers.” Pijo doesn’t do whispering. They’re about impact – the look, the statement, the selfie.

Even traditional pijo destinations like Baqueira Palma and El Puerto de Santa Maria have begun to suffer due to their own popularity. When a place becomes too fashionable, says Egusquiza, it loses its exclusivity – and the pijo charm starts to fade. He claims that the truly wealthy don’t chase after crowds. They have moved past the need to be noticed.

The Spanish pijo, in the end is much more than a fashion statement. They’re a cultural phenomenon – louder than the Brits, less powerful than the Mexicans, but completely, unmistakably Spanish.

The pijo is a master of the art of appearing wealthy in a world where appearances are often more important than reality. If they are, then what? But that’s beside my point.

Other News from The Olive Press.