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Every year for the past 26 years, Pantone has chosen a color that it believes captures the mood of the moment. In 2024, that color was Peach Fuzz, a shade whose “all-encompassing spirit enriches the mind, body, and soul.” This year, Pantone focused on harmony and a return to nature, and decided that the color to set the mood for 2025 is Mocha Mousse . In other words, brown.
In the history of color of the year, brown has never won. Moreover, it has a complicated relationship with statistical science. In 2009, research showed that people on average dislike the color because it is often associated with objects they don’t like. In 2012, Australian researchers named dark brown “the ugliest color in the world.” In 2014, a survey conducted in 10 countries by the British research company YouGov found that brown is the least favorite color in the world because of its associations with dirt, death, and tar.
And now the paradox! Over the past few months, the number of brown catwalk looks has almost doubled — from 4.2% in the spring-summer 2024 collections to 7.8% in the cruise 2025 collections. And according to another analytics company, the growth in sales of brown sneakers over the past month was 75%, and over the quarter — 203%.
Todd’s
What is the reason for such success of a once unloved color?
Colour psychologist and researcher at the University of Sussex John Maule suggests that the popularity of brown shades began during the pandemic, when people began to spend more time in nature. According to him, the more pleasure a person gets from interacting with brown objects (trees, leaves, earth), the more they are inclined to like this colour.
Add to this designers’ fascination with quiet luxury, boho aesthetics, suede textures and outdoor style, and everything falls into place. Growing interest in conservation and camping chic style (characterized by wearing camping gear in the city) has prompted brands to increasingly use neutral, earthy and mossy tones such as brown, taupe and khaki.
LESEL
So, the color of 2025 is called Mocha Mousse – a warm brown with reddish or purple hues, which really resembles the whipped dessert of the same name. In the collections of the current fashion weeks of the spring-summer 2025 season, you can study all its shades – from coffee to nude. See the gallery with examples of mocha mousse in fashion collections.
Victoria Beckham
Shade 2025 is very friendly to other colors, and next to blue, turquoise or red it ceases to be neutral and turns into bright and self-sufficient.
Tory Burch
I still think this color is pretty for the right skin tone. It is definitely not something you can throw on casually without thinking it through. Please, don’t forget to follow us on social media, leave your like, each of which helps us a lot in growing the website, pleases and motivates me as an author ❤
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