Is Brown The New Black?

As the leaves start to change, so does the colour of the season and we sadly say bye to butter yellow which took over spring summer fashion. But there is a new colour on the block – and it’s guaranteed to have us all in a chokehold this autumn winter. For the past few falls, we have seen black and grey take over the fashion industry, but this year brown is having a major moment in the spotlight.

What once was dismissed as boring and bland, brown is now taking over stores, both on the high-end and high-street. And while we do agree, brown can sometimes be a little boring, the new collections on release show that there is a lot more to a boring brown than we think – with caramel, chocolate and coffee tones being showcased we are excited to see what this new colour has to offer this season.

It’s not just another colour trend too – Pantone announced that brown was not only the colour of the season but the official colour of the year. The colour they chose isn’t just another bland brown, it’s Mocha Mousse – softer than chocolate, creamier than beige and the perfect colour to carry us through the rest of the year!

@pantonetiktok Introducing Pantone Color of the Year 2025: PANTONE 17-1230 Mocha Mousse☕️🍫 An evocative soft brown that transports our senses into the pleasure and deliciousness it inspires as the Pantone Color of the Year selection for 2025. A warming rich brown hue, PANTONE 17-1230 Mocha Mouse nurtures with its suggestion of the delectable quality of cacao, chocolate and coffee, appealing to our desire for comfort. Infused with subtle elegance and earthy refinement, PANTONE 17-1230 Mocha Mousse presents a discrete and tasteful touch of glamour. A flavorful brown shade, PANTONE 17-1230 Mocha Mousse envelopes us with its sensorial warmth. Learn more about PANTONE 17-1230 Mocha Mousse in our link in our bio. #pantone. #pantonecoloroftheyear #mochamousse ♬ original sound – Pantonetiktok

For the first time, it’s not just a colour trend we are seeing on clothes, it’s bridging the gap between fashion and beauty, with the rise of latte makeup. This makeup trend is embodying everything golden and bronzed fitting right in with the changes this season.

Brown is taking over 

Across the autumn/winter runways, designers have shown how they have incorporated mocha mousse, and other hues of brown in their collections. At the Bottega Vente show we saw Kendall Jenner step out in a long chocolate brown dress, highlighting that brown truly is in this season, and just how chic it can look.

Across other fashion houses such as Hermès, Prada, and Coach, we see shades of brown creeping into their accessories range, with stunning leather bags and gold detailed belts. Ganni and Massimo Dutti have also included brown in their colour range this fall season, with stunning tailored jackets hitting their runways.

@voguemagazine Blonde Kenny is in the (#BottegaVeneta) house! #KendallJenner made an appearance not walking but attending the Italian brand’s #MilanFashionWeek ♬ som original – Cortes

Coach Brooklyn Shoulder Bag 28 

Ganni Quilted Coat

What makes shades of brown appealing to us is its ability to act as both a base and a statement. A head-to-toe mocha brown look can be extremely put together, but at the same time it can work so well as an accent – think of a leather or suede clutch paired against black tailoring – perfectly added that finishing element. If the runways this year have shown us anything, is that brown isn’t just a boring neutral: it’s layered, textured, and endlessly wearable.

High street style

If the runway gave us inspiration, street style has shown us how to make shades of brown really work for everyday life. Influencers and fashion fanatics have embraced the shade, trialling different outfits together. From monochrome mocha fits, to staple wool pieces and all the perfect brown accessories, the inspiration for chic effortless street style is endless.

The high street stores have begun to tap into the mocha mousse market, with every second item in the stores being a shade of brown. High street favourites like Penneys have stunning mocha brown two-piece co-ord along with their viral winter scarfs, while Zara has stunning dresses and soft knit wear and H&M has a fab collection of brown coats, with a whole range of shades and styles.

@mj.dawg I’m in love #primark #denimset #autumnoutfit #primarknewin #fashion @Primark ♬ original sound – music.ation

Bridging the gap 

Brown isn’t just shaping our new winter wardrobes – it’s influencing our beauty bags too. If anything, brown has quietly become the ultimate bridge shade, linking fashion and beauty in one trend. With black feeling too harsh at times, and nudes being too flat, brown strikes as the perfect balance: warm, flattering and versatile across all skin tones.

The rise of latte makeup, which went viral on TikTok after it was worn by Hailey Bieber earlier this year, has cemented coffee inspired shades as the go to beauty look this fall. Think caramel tones, softly bronzed cheeks and glossy natural lips.

 

View this post on Instagram

 

A post shared by BLUSH MAGAZINE (@blushmagazine_uk)

We are seeing eye shadow palettes full of neutral brown tones, along with deep golden bronzers and blushes in tawny rose-browns. Lips and eyeliners have also seen as change as more are replacing their black eyeliner for a softer brown, and their bright pinks lipsticks for a more muted darker look.

Brands like Charlotte Tilbury, KASH Beauty and Merit have all leaned into the mocha makeup trend, with stunning palettes, warm blushes, and the perfect lip combo to complete the look.

KASH Beauty Burnish Bronze Palette 

Merit Signature Lip in Deep Brown / Signature Liner in Capricorn 

Charlotte Tilbury Unreal Blush Glow Stick in Berry Glow

Why brown now?

So why is brown having such a moment? Partly it is because what the colour represents. After seasons of bold bright colours, fashion has shifted towards softer, more grounded colour palette. Brown speaks to comfort, stability, and warmth – all the qualities we are after in a time where things are ever changing.

It also taps into the growing trend of quiet luxury and capsule dressing. When black can feel a little too sharp and grey can sometimes be too cold, brown offers a softer sophisticated feel that can have modern elements but is also timeless. It’s a shade that can work for all occasions too from the office to nights out and seamlessly transitions from fashion to beauty.

Ultimately, shades of brown are working now because it feels like a full reset: a grounding flattering shade that brings warmth into our wardrobe and beauty routines without shouting for attention.

 

View this post on Instagram

 

A post shared by Katja Mia (@katja_miaa)

From Pantone’s forecast to the runways of Milan, one thing is clear: brown is the defining colour of autumn/winter. More than just another neutral, it’s a colour that is bridging fashion and beauty – appearing in our coats and boots just as much as in our eye shadow palettes.

It’s glamorous and polished but still grounding and cosy – exactly the balance we are after this season.