Condemning Color: Why Brown is the New Black for Fall 2021
- Kat Graves
- Sep 29, 2021
- 2 min read
A trend that I have noticed recently is the implementation of warmer, richer tones in fashion. In particular, deep chocolatey browns have become major players in everything from loungewear to evening wear. This trend comes in response to a vibrant summer full of bright, youthful hues that allowed us to escape from the dark clouds of Covid19. In recent months we have been desperate for an escape for our realities, so we have clung to bright pinks, creamy oranges, and vivid greens that reminded Gen Z and Millennials of growing up in the early 2000s. Now that many people have gone back to in-office work, they've come to the harsh realization that they need more sophistication and reliability in their lives. The brown and cream style of now is such a juxtaposition to the styles of months past that it is clear one comes in response to the other. It also doesn’t hurt that 90s styles have become more and more popular, which were often given to darker tones.
I think we will see these richer hues in more advertisements as we lean deeper into fall, especially given that fall already lends itself to richer tones in fashion and design. Where in years past we may have seen emerald, orange, and brown as the “it” colors of fall, I think we will see more mahogany, brown, and cream in fall 2021. This creates a great opportunity for brands to incorporate more subdued, neutral palettes in their designs and give consumers a break from the visually exhausting hues of summer. I would also like to see more brands using brown font as an alternative to black. I have not seen this done often, as companies often pick more traditional blues and greys as secondary font colors. This is a fun challenge for designers to use fonts and designs that push them outside their comfort zones.
Read more about fall's hottest hue in the articles below:
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