The Unassuming Color That's About to Be Everywhere

Collage of SS24 models wearing the gray trend mixed with gray product images.
(Image credit: Launchmetrics Spotlight; Gucci; 16Arlington; Nordstrom; Prda; Reformation; Matches Fashion)

It might feel wrong, but in today's fashion landscape, the trends people are most excited about aren't necessarily the most traditionally exciting. Bold prints, loud colors, and interesting textures were once responsible for spikes in our natural dopamine levels. That isn't the case anymore. As we see elegance, low-key luxury, and timelessness take precedent over anything that makes too obvious of a statement, formerly unassuming pieces, from handbags and shoes to ready to wear, has found themselves on fashion's top step.

As such, a certain color that's long been attached with a dull and uninspiring reputation is finally receiving attention of the positive variety: Gray. No longer associated with matching sweatsuits à la Rocky or damp, dreary weather, in 2024, gray's more likely to conjure up images of spring Prada, Gucci, and Victoria Beckham runway shows, where monochrome creations and standout accessories were colored in various shades of the revamped hue. And now that September's collections are at last available to shop, it's finally time to add the gray items we all cumulatively lusted over during fashion month. Don't worry, I went ahead and shopped them all out for you below. (You're welcome.)

16Arlington model wearing a gray dress with a white bag and matching heels on the S/S24 runway.

(Image credit: 16Arlington)

The London-based design duo behind 16Arlington, Marco Capaldo and Federica Cavenati, proved in their spring/summer 2024 collection that gray can pop just as vividly as even the most saturated hues, especially when they're paired with the right accessories and contrasting colors.

Victoria Beckham model wearing a gray suit with a gray top on the SS24 runway.

(Image credit: Victoria Beckham/Launchmetrics Spotlight)

If you just so happen to love a sweatsuit and hate me just a little bit for making a dig at them in the text above, then maybe this Victoria Beckham look will right my wrongs. Basically, it's the chic, far more elevated version of Nick and Schmidt's "swuit," or a suit made entirely out of sweatsuit material from, from New Girl. And I'm 100% here for it.

Gucci model wearing a gray top and pencil skirt on the SS24 runway.

(Image credit: Gucci/Launchmetrics Spotlight)

Gucci's Ancora collection, the first by the brand's new creative director Sabato de Sarno, was the talk of fashion month last September, and for good reason. From these sexy, stylish groutfits to plenty of delicious burgundy details, it featured one of every items we'll cumulatively be lusting over this spring.

Prada model wearing a gray blazer and high-waisted pants on the SS24 runway.

(Image credit: Prada/Launchmetrics Spotlight)

Anything included in Prada's spring/summer 2024 collection is going straight into the hall of fame in my book. With that logic, this all-gray, tailored ensemble is all the proof you should need to know that gray *is* the moment.

Loewe model wearing a gray sweater and pants on the SS24 show.

(Image credit: Loewe/Launchmetrics Spotlight)

You'll be hard-pressed to find someone more capable of making something once considered mundane exciting and buzz-worthy than Loewe's creative director Jonathan Anderson, who, for spring, sent this knit, monochrome look down the runway, spurring demand for all things gray.

Carven model wearing a great coat dress with gray mules on the SS24 runway.

(Image credit: Carven/Launchmetrics Spotlight)

Carven's spring collection was by far one of the most talked-about of the season. From the satin footwear and sheer skirts to its luxe outerwear and all-gray ensembles, everything included in it is deserving of high praise.

The Row model wearing a gray dress with matching pants on the SS24 runway.

(Image credit: The Row)

The Row's spring collection proved once and for all that comfort and style aren't mutually exclusive with this all-gray, jersey dress-with-pants look that I bet any money Jennifer Lawrence will wear.

Ferragamo model wearing a gray suit on the SS24 runway.

(Image credit: Ferragamo/Launchmetrics Spotlight)

I don't know if I've ever seen a suit look more relaxed and nonchalant as this all-gray style from Maximilian Davis's latest collection for Ferragamo. The two separate shades of the color really elevate the whole ensemble.

Chanel model in a gray coat minidress and gray tights at the Chanel haute couture SS24 show.

(Image credit: Chanel/Launchmetrics Spotlight)

Last but not least, here is solid proof that fashion approves of gray—after all, it was featured here in Chanel's haute couture collection for spring in the form of a delicate gray blazer dress with matching tights and black pee-toe pumps. That's no small feat.

Senior Fashion Editor

Eliza Huber is a New York City–based fashion editor who specializes in trend reporting, brand discovery, and celebrity style. She joined Who What Wear in 2021 after almost four years on the fashion editorial team at Refinery29, the job she took after graduating with a marketing degree from the University of Iowa. She has since launched two monthly columns, Let's Get a Room and Ways to Wear; profiled the likes of Dakota Fanning, Diane Kruger, Katie Holmes, and Sabrina Carpenter for WWW's monthly cover features; and reported on everything from the relationship between Formula One and fashion to the top trends from fashion month, season after season. Eliza now lives on the Upper West Side and spends her free time researching F1 fashion imagery for her side Instagram accounts @thepinnacleoffashion and @f1paddockfits, running in Central Park, and scouring eBay for '90s Prada and '80s Yves Saint Laurent.