Everyone Will Soon Be Wearing This "Ugly" Colour

Allyson Payer

When you think of "ugly" colours, what's the first that comes to mind? If you answered brown, you're not alone. This notoriously polarising hue coincidentally happens to be a neutral, sartorially speaking. While it doesn't garner the same affection than other neutrals like camel and black do, it never truly goes out of style. 

That said, there's an obvious reason why we're deeming it one of this year's big It colours—it was all over the runways at major trendsetting designers' shows (i.e. Stella McCartney, Prada, and Ralph Lauren), and popular brands like A.L.C. and Tibi are already releasing pieces in the earthy hue. As opposed to its usual purpose (as an accent piece or in the form of a Louis Vuitton bag), brown is now taking center stage, similar to how camel is often worn. 

Want to try the trend but prefer not to wear things that resemble dirt? Choose a pale or rusty shade of brown, or simply pair it with more lively colours (here's a handy guide for that). Keep scrolling to see how fashion industry folk are wearing the rich hue (brown leather jackets abound), and shop our favourite cocoa-coloured pieces at the end!

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