A Slow-Burning Trend with Deep Cultural Roots

For years, brown has been overshadowed by its sleeker, more dominant cousin—black. Black has long been the uniform of designer types, the shade of cool, the effortless choice for those wanting to appear chic and put-together (I am not included). But something has been shifting and I am all in! Brown, its warmth and various renditions, is emerging as the color of updated luxury. This isn’t an overnight sensation; it’s a slow-burning evolution that tells a deeper story. A revolutionary trend of cultural reclamation, inclusion, and redefinition.

Part of brown’s rise is what I call the “Starbucks effect.” Our daily lives are filled with shades of espresso, caramel latte, oat milk foam, and chocolate drizzle. Brown has become synonymous with comfort, warmth, and a sense of craft. The color surrounds us in organic materials, coffeehouse aesthetics, and natural textures. It’s a soft comfort in a chaotic world that can sometimes feel too harsh. I believe this shift in color psychology reflects a collective craving for something easily accessible, comforting and natural . At last browns are being embraced in fashion, home décor, and even branding. Consious consumers are reaching for hues that feel earthy, inviting, and familiar—browns that wrap you in nostalgia while also feeling rich and luxurious.

Rich browns across all categories.

Brown’s rise in fashion and beauty is also deeply connected to cultural movements, particularly Black Lives Matter. This global reckoning forced industries to confront their biases and redefine what is considered desirable, luxurious, and beautiful. The color brown, long associated with earthiness and “crunchy” aesthetics, has now been reframed as aspirational and exclusive. This is a huge mind shift in consciousness and opens wonderful opportunities.

Take Skims, for example. Their brand’s commitment to an inclusive range of nude tones has done more than just revolutionize shapewear—it has normalized seeing deep, rich browns as both foundational and high fashion. No longer an afterthought, brown has been repositioned as the default, challenging long-standing industry biases that have privileged paler, cooler tones. Wow and look what wonders it has done for their business! I always feel this type of designing with integrity and vision for creating better futures leads to expansion.

For me, this is more than just a trend, it’s a journey of reframing outdated narratives. Brown is deeply personal. It represents identity, history, and a slow reclaiming of what has long been overlooked. As someone who works in trend forecasting, I see this shift not just in color palettes but in culture itself. It’s about the broader movement toward authenticity, warmth, and representation.

Brown is a reflection of a world that is waking up to nuance, depth, and the beauty of what was always waiting to be embraced.