Chocolate, Mocha, Cacao … Whatever You Call It, Brown Is Autumn’s Chicest Shade
Deep, glossy chocolate‑toned brown is being hailed as the season’s most considered colour, edging out black in boots, bags and coats.
Brown Gets a Rebrand
From espresso to chestnut, the colour that is currently flooding runways is being described with a litany of food‑related names. The industry is steering clear of the word “brown”, preferring terms like cacao, ganache and truffle to give the shade a more appealing veneer.
Pantone’s Influence
When Pantone announced Mocha Mousse as its colour of 2025, it linked the hue’s popularity to the “food‑ification” of culture – the idea that coffee and chocolate represent small, affordable comforts in a fast‑paced world.
Why the Trend Resonates
The article notes that food has become lifestyle content, with Gen Z queuing for specific croissants and sharing their finds online. This generational focus on edible experiences may be feeding the rise of chocolate‑brown in fashion.
Historical Context
Brown has traditionally been associated with practicality and poverty – ancient Roman “pullati” and medieval English “russet” were both brown garments for the lower classes. A brief revival occurred in the 1970s when the shade was embraced for its earthy authenticity.
Where It’s Appearing
High‑end houses such as Prada incorporate brown into their “ugly chic” vocabulary, while more flamboyant labels like Versace rarely feature it. The combination of brown and green is highlighted as a signature of Marni.
How to Wear It
The simplest strategy is to replace black with chocolate brown in staple items – boots, handbags, trousers or coats. Examples include chocolate‑brown leather boots paired with jeans and a navy jumper, or a dark‑brown bag with a grey coat. The shade is described as less draining than grey and less corporate than navy.
Brown also pairs well with both neutrals and colours: pale blue, butter yellow, pale pink or burgundy. Mixing tones such as conker, caramel and espresso is encouraged, as the natural variation in brown makes the combination easy on the eye. Texture – velvet, mohair, corduroy or suede – adds a luxurious feel.
A practical tip advises applying protective suede spray before the first outing to prevent water marks.
Styling Credits
Stylist: Melanie Wilkinson. Model: Imogen May at Milk. Hair and makeup: Sophie Higginson using Davines and Lisa Eldridge. Items: Top (£19, River Island), culottes (£45, Next), boots (£56, Next), bag (£26, Marks & Spencer), earrings (£27.99, Pilgrim), rings – model’s own.
