Brown Clothing Once Meant Poverty. In 2025, It Means Power

‘It’s genderless and seasonless. In the right fabrics, it looks very rich.’ How brown, historically the color of peasant garb, now signals wealth.

Marco Bertorello/AFP/Ritzau Scanpix

We’re currently in a brown »study,« an outmoded term for self-absorption, a condition the fashion world regularly succumbs to. But in this case, the term is literal: The industry has taken a deep dive into the color of coffee, chocolate and protein-rich meals.

From the resurgence of the suntan to the revival of mahogany furniture, brown is ascendant. Supporting this observation: Pantone crowned Mocha Mousse its 2025 color of the year. In fashion, a deep shade of fudge is trending. For evidence, see Miu Miu’s rich suede jackets, Gucci’s draped satin dresses and Jason Wu’s slouchy suits.