Not Blue, Not Red: This Is the Unexpected Color It Girls Are Gravitating to This Summer
It's sure to turn heads.
Every summer has its defining color. In 2024, it was lime green, fueled by the cultural phenomenon that was Brat (thank you very much, Charli XCX). Last year, butter yellow and powder pink battled it out for the title, with the former arguably coming out on top. As for summer 2026? The season may have only just begun, but an unexpected color is already taking Instagram by storm: deep purple. Not the soft violet shade that had a moment last fall, but a richer, more saturated hue that feels both bold and sophisticated.
I first noticed the color bubbling up after Courtney Grow's buzzy collaboration with Reformation dropped earlier this month, complete with royal purple clutches, ballet flats, and bikinis. (The fashion girl had been championing the shade long before the collection launched, judging by her Instagram feed.) Since then, the hue has been nearly impossible to escape online—though I'm certainly not complaining. After seasons dominated by soft pastels and understated neutrals, there's something especially refreshing about a rich, saturated purple, even in summer. Ahead, discover six ways to wear the trend this season, along with the best pieces to shop now.
Purple Bikini + Yellow Sarong
If your swimwear collection could use a little refresh, a deep-purple bikini is a chic place to start. The rich hue plays well with other statement colors, as Devon Lee Carlson demonstrated by pairing it with a yellow sarong. Prefer a more understated approach? Throw on a white crochet cover-up.
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Purple Miniskirt + Green Button-Up + Lace Bra
Another maximalist outfit idea above. While incorporating multiple bold colors into your look may seem intimidating, the combination can be surprisingly cute. Case in point: a purple miniskirt paired with a green button-up. For a sultry finishing touch, layer a lace bra beneath the breezy top.
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Purple Briefs + Sheer Black Skirt
A splash of deep purple is a surefire way to inject personality into an all-black outfit. For a beach-ready take on the look, layer purple bloomers or briefs beneath a sheer black skirt and coordinating bikini top.
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Purple Button-Up + Sequin Pants
Give your trusty white button-up a day off in favor of a punchy purple look. For a casual weekend outfit, style it with your favorite blue jeans. Or, if you're in the mood to make more of a statement, slip into colorful sequin trousers.
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Purple Headscarf + Orchid Dress
The headscarf trend remains a summer favorite. This season, try a printed royal-purple accent. Then double down on the hue with an orchid ruffled dress or matching set—because purple on purple is never a bad idea.
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Purple Tank + Green Bikini Top + Checkered Bloomers
Just because it's warm out doesn't mean layering is off the table. My suggestion: Start with a deep-purple cami over a lime-green bikini top. Then give the look even more oomph with checkered bloomers.
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