Everyone Will Be Wearing This "Ugly" Colour for Autumn

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 autumn'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 centre 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. 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.


(Image credit: Getty Images)

A ribbed chocolate brown dress is a perfect transitional piece.


(Image credit: Getty Images)

Brown looks surprisingly chic with yellow, no?


(Image credit: Sandra Semburg)

Combine two major autumn trends in one via a brown velvet piece.


(Image credit: Getty Images)

A brown leather jacket (as opposed to black) looks so fresh.


(Image credit: Style Du Monde )

For a subtle take on the brown trend, try it as a layering piece.


(Image credit: Sandra Semburg)

Brown and denim is a no-brainer successful pairing.


(Image credit: Getty Images)

A monochromatic look is always a polished choice.


(Image credit: Style Du Monde)

Yes, you can pair black and brown.


(Image credit: Style du Monde )

Try the trend now by throwing a brown suede or leather jacket on over a summer dress.

Shop stylish brown pieces:

Allyson Payer
Senior Editor

Allyson is a senior editor for Who What Wear. She joined the company in 2014 as co-founder Katherine Power's executive assistant and over the years has written hundreds of stories for Who What Wear. Prior to her career in fashion, Allyson worked in the entertainment industry at companies such as Sony Pictures Television. Allyson is now based in Raleigh, North Carolina, and is originally from Baton Rouge, Louisiana. She holds a BFA in theater. Her path to fashion may not have been linear, but based on the number of fashion magazines she collected as a child and young adult, it was meant to be.